The Ultimate Creative Brief Checklist

A Creative Brief* is one of the most critical success

factors for a project.

Did you Know?

*a document that gives details of what should be considered when something is being designed or advertised” (Cambridge Dictionary)

Why Use a Creative Brief?

• Understand your client’s business, customers, and goals.

• It forces your clients to take up position. You get them to think through their goals and expectations.

• Creative Briefs are vital in the success of any creative project.

Why Use a Creative Brief?

10 Steps to Create the Ultimate Creative Brief

Try this!

Step 1

Start Digging!

Background Information

“ The first step in exceeding your customer’s expectations is to know those expectations.”

• What business is your client in?

• How does his market work?

• How well known is the brand?

Dig Up Background Info

Step 2

Unique SellingProposition

Sculpt your USPs

• What distinctions separate your client from others?

• What does your client offer that is unique?

• Why do people really buy your client’s product?

Step 3

Clear Objective

Build a Clear Objective

• Why did your client start the project?

• What does he/she want to achieve?

• How does your client want to measure success?

Step 4

Target audience

• Who are your client’s customers?

• What are their characteristics?

• What do they believe in?

• Create effective “personas”.

Locate Your Target Audience

What is a Persona?

• Fictional characters that represent the goals and behavior of your target group.

• Personas work best as short descriptions that include behavior patterns, goals, skills and attitudes.

Step 5

Position & Major Competitors

Define Position & Major Competition• What separates your client from

their competitors?

• What’s your client’s position?

• What is the position of your client’s major competitors?

• How do they stick out?

Step 6

Deliverables

Define Your Deliverables

• What does your client want?

• How does your client want meet to their objectives?

• If you want a happy client, help them select the tools that bring the best results.

Step 7

Tone of Voice

Analyze Tone of Voice

• What is your client’s tone of voice?

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

• Come up with 3 strong and distinct values.

Step 8

Likes & Dislikes

Analyze Likes & Dislikes

• Ask your clients for samples they like and dislike.

• Create a “whitelist” and a “no-go” list.

Step 9

Budget

Create a Feasible Budget

• Is your client looking for a Ferrari or for a cheap subcompact?

• Don’t be shy! Ask for a budget. That’ll make life easier for you.

• Use budgeting options to ask for a budget.

Budgeting Options

• A powerful strategy to find your client’s budget is presenting different budget options.

• Explain the pros and cons of each option, and how the result will differ depending on the investment.

• This encourages your client to tell you which budget option is the most realistic.

Step 10

Timeline & Milestones

Set Timelines & Milestones

• Ask for deadlines and definite milestones.

• State out what’s realistic.

• Let your client know about the process.

• Let your client know the points of no return.

Give it a try!

Don‘t Be Shy.

The Ultimate Creative Brief Checklist

1. Background Information – What business is your client in?

2. Unique Selling Proposition – What makes your client’s product special?

3. Objectives – What are the goals for the project?

4. Target Audience – Who are the customers of your client?

5. Position and Competitors – Does your client compare to competition?

6. Deliverables – What should you deliver?

7. Tone of Voice – What is the company’s (or brand’s) personality?

8. Likes & Dislikes – What are examples of things your client likes/dislikes?

9. Budget – How much is your client willing to invest?

10. Timeline and Milestones – When is the final deadline?

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