Developing creative brief

First, it is important to:

• set the communication objective/ target (audiences’ cognitive, affective or behavior)
• search for consumer insight
• build the strategy (by using generic, pre-emptive, informational, credibility, emotion. association, lifestyle, incentive, reminder or interactive approach)

Building a creative brief:

The simplest way in developing a creative brief is by completing the following statement:
“The purpose of this communication is to convince (target audience) that (brand) will (benefit) because (proof). The tone of the message should be (brand or message personality)”

9 elements to consider in building a creative brief:

1. Product
2. Key issue/ problem
3. The promise: “If you buy (brand), then (this is what will happen)…”
4. The support: “… because (support or the unique selling point/ USP)”
5. Competition
6. Target Audience/ segmentation
7. Desire Behavior
8. Target’s Net Impression
9. Tone and Manner of message

(daisy. From: Duncan, 2005)