This template highlights what a creative team needs to know in order to develop the communications your brand needs. The creative brief is much easier to produce if the brand team has a clear vision for the brand they want to build (see The Brand Pinata Example).
To help fire the imagination of the creative team, it helps if the brief itself is creative. It’s important to convey what the target audience is really like and to specify any distinctive brand assets that must be featured in the executions. Assets could be visuals, sounds, words, phrases, personalities or characters - anything designed to help the brand be remembered and differentiated from competitors. It’s also helpful at the briefing stage to ask for examples of how the idea could be used across multiple channels to make sure it has the flexibility the brand needs.