Creative Brief printable pdf download

Creative Brief

The purpose of this document is to get to know your company, your brand, your

product and your customers. We’re interested in how do you see yourself, your

product and your clients.

Name of your brand

E.g., 'Good Shoes'.

Brief description of your brand

E.g., ‘shoes for men, classical and casual styles, all seasons’.

Target audience

Demography (city/state, age, gender, marital status, income…) AND

psychography (interests, preferences, lifestyle…)

E.g., 'males 35-45, live in the city of New York, middle income, pragmatic, value

comfort over style, use public transport, live active lifestyle, love sports'.

Positioning

Portrait of your brand in just one sentence. Your 'unique selling proposition'.

Why is your brand, product or offer so special? Why is it the best?

E.g., ‘taking care of men’s everyday comfort, durable and affordable shoes for an

urban man’.

Arguments (factual proof of advantages)

Why advantages listed above are true?

E.g. ‘we have studied the construction of men’s foot and design our shoes fully

according to anatomy (i.e. comfort); Italian technology and production line,

thorough quality control (i.e. durability, quality); styles are based on the most

popular shoes of the last 50 years (i.e. timeless classics)’.

Main goal of the communication

E.g. ‘increasing brand awareness and customer loyalty OR generating leads to the

website OR getting customers' feedback, etc.’

Your direct competitors

Please, name a few (incl. website).

Comfortable campaign budget

We can do very different solutions: from plain and simple economy ones to a

complex state-of-the-art campaigns with outstanding results. But we don’t want

to offer you something you definitely do not need.

Figures “from, no more than”, etc. would be good enough.

Creative Brief