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io/creative-brief/
1 | BACKGROUND INFORMATION

• What business is your client in?

• How does his market work?

• How well known is the brand?

Creative Brief Template | Filestage

2 | UNIQUE SELLING PROPOSITION

• What distinctions separate it from others?

• What does your client offer that is unique?

• Why do people buy your client’s product?

Creative Brief Template | Filestage

3 | CLEAR OBJECTIVES

• Why does your client want to start this project?

• What does your client want to achieve?

• How do you want to measure the success?

Creative Brief Template | Filestage

4 | TARGET AUDIENCE

• Who are your client’s customers?

• What are their characteristics?

• What do they believe in?

Creative Brief Template | Filestage

5 | MARKET POSITION

• What separates your client from their competitors?

• What is the position of its major competitors?

• How do the competitors stick out?

Creative Brief Template | Filestage

6 | DELIVERABLES

• What are the right tools to reach the objectives?

• What products or services will you deliver?

Creative Brief Template | Filestage

7 | TONE OF VOICE

• Think of your client’s brand as a personality:

– If it were a person, what would they be like?

– Try to come up with about 3 strong and distinct values.

Creative Brief Template | Filestage

8 | LIKES AND DISLIKES

• Put together a mood-board

– YouTube videos, Behance examples and Flickr photos

• What are the dos and don’ts?

Creative Brief Template | Filestage

9 | BUDGET

• Present different budget options:

– Explain the pros and cons of each option.

– How the result will differ depending on the investment?

Creative Brief Template | Filestage

10 | TIMELINE AND MILESTONES

• What are the deadlines and definite milestones

• What are the points of no return?

Creative Brief Template | Filestage