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 brand's advertising.

See also this template for briefing agencies on a specific communications project.

You can find a useful discussion about this topic in this LinkedIn thread.