Creative Brief Template

The areas below are a thought provoking guide in delivering a creative brief to Mind
Methods. A creative brief clearly articulates (with the support of images, charts and videos as references), the project that
you are about to embark on.
This is a great tool to communicate your exact direction and expectations for the project. The more information you can
provide, the greater the chance that Mind Methods will produce marketing material (or campaigns and plans) that will
achieve your overall vision.
If you would like to further discuss how to approach the brief, then feel free to call us on +61 2 8003 4224.
Project Owner Contact Details
-

organisation name
name
position
telephone
phone
email

Company, Product or Service Overview

- tell us a little about what you are marketing and where it sits with your current offering(s)
Project Due Date (or Campaign Timeline)
- let us know your due date or your key project milestones (basic gantt chart)
- campaign outline i.e. top line table with proposed activity and timing (if a campaign is being proposed)
Objectives
- what do you want to achieve
- what do you expect from Mind Methods
- where possible objectives should be specific, measurable, attainable, relative and timely
Background
- any key learnings from previous marketing activity/material/campaigns
- strengths, weaknesses, opportunities, threats
Competitive Set
- background on current key competitors, both direct and indirect (i.e. substitute products or services)
Positioning
- single minded proposition
- product/service identity or image
- if the product/service were a person, who would it be? what would it stand for? personality, interests, tastes, lifestyle
(use imagery, audio or provocative language, be natural when writing this)
- can your product/service create a movement or improve peoples lives in a small but important way?
- two potential tools that help is a brand onion or brand manifesto
- resources: Brand Onion 1 , Brand Onion 2 , Brand Onion Presentation
Key Selling Points
- single most important message to be communicated
- secondary messages to be communicated
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- features, benefits and value

- perceived or real competitor, industry, target market weaknesses that the
product/service resolves
Target Audience / Market
-

consumer (primary/secondary)
trade customers
publications, journalists, editors
suppliers of services/materials
internal audience (internal communications)
investors
opinion leaders
businesses

Response
- what do you want the target audience to do as a response? phone to enquire, buy a specific product online etc.
Available Materials
-

key artwork
artwork files
images
promotional material
presentations
data and insights

Mandatories (must haves)

-

legals
copyright lines
taglines
logos
images
existing brand colours
other

Other Considerations
-

timings
logistics
packaging
physical product size
product limitations
sales force attitude
trade limitations

Budget
- budget range (min/max)
Practical Requirements for Logos & Trademarks
When going through a logo or trademark exercise, then you should also consider the following:

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visibility, application, competition, legal protection, simplicity, attention value, decency, colour reproduction, black and
white reproduction, use on vehicles, holding power, description, fashionability, timelessness, graphic excellence, buy me
value, film-television-animation application, three dimensionality, likeability, any key learnings from previous marketing
activity/material/campaigns

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