Creative Brief Template
Define requirements, goals and resources for creative projects to promote alignment.
About the Creative Brief template
What is a creative brief?
Marketing and advertising campaigns are often massive, complex projects. There are a variety of stakeholders and moving parts, a budget that is stretched to its limit, and a complicated review process. If you succeed, you can win new customers and expand your business. If you don’t, you risk burning precious resources and undoing hard-won progress. With so much at stake, it’s important to get it right on the first try. That’s where the creative brief comes in.
A creative brief is the foundation of any marketing or advertising campaign. Whenever someone requests a creative project, it’s important to include a creative brief that establishes guidelines for the project. A creative brief is the first step in the process of building websites, videos, ads, banners, and much more.
Most creative briefs are a maximum of two pages long. They are designed to outline the objective of the project, establish direction, define the audience, and nail down the message. It states the communication strategy for the duration of the project, timeline, budget, and scope.
When do you use a creative brief?
A creative brief is generally prepared before kicking off a project to ensure that all stakeholders are aligned and the creative person (designer, writer, videographer, etc.) has all the information they need before they begin working.
Who should use a creative brief?
Creative briefs are often used in design and advertising agencies, but they can also be used by marketing departments, executives, or any other group that is requesting creative work. Freelancers may also ask their clients to prepare a creative brief to streamline their collaboration.
What are the benefits of a creative brief?
1 - Clarify your goal and objectives. The brief ensures that everyone is aligned on what you are trying to accomplish. This increases efficiency and reduces the need for redundant meetings.
2- Articulate facts and assumptions. Build a foundation for your project so your design team is on the same page as your marketing team.
3 - Allow space for all stakeholders to provide input.
4 - Provide metrics for success and criteria for evaluation. Your marketing and design teams can refer to the brief throughout the project lifecycle to ensure they’re on track to achieve their goals.
5 - Increase ownership and accountability.
6 - Allow the design team to uncover insights about the brand. The brief is an excellent way for the design team to get better acquainted with your company, brand voice, marketing style, and aesthetic. It creates opportunities for key conversations early in the project, saving you time and money down the line.
7 - Help avoid scope creep.
8 - Keep all members of the team informed. The brief should lay out the budget, timeline, and preferred communication style so everyone stays aligned.
Idea Funnel Backlog
An Idea Funnel Backlog enables you to visualize your backlog and restrict the number of backlogged items at the top. In doing sos, you can prioritize items on your list without having to engage in unnecessary meetings or create too much operational overhead. To use the Idea Funnel Backlog, break up the funnel into different phases or treat it like a roadmap. Use the Idea Funnel Backlog as a hybrid model that combines your roadmap and backlog into one easily digestible format.
A project kick-off helps set the vision and scope of team assignments. Different stakeholders often need to be involved, such as management, project managers, and the project team. The kick-off helps establish communication and finalize timelines. They can take place after initiation of smaller projects, or when planning of larger projects is complete and execution is about to start. Use this template to set the stage for a kick-off, introduce the team and stakeholders, provide context, define the scope and timeline, and establish metrics for success.
Managing stakeholders is integral to completing a project on time and meeting expectations, so here’s how to use a stakeholder analysis to help. A stakeholder analysis empowers you to meet expectations and complete projects on time by identifying individuals, groups, and organizations with a vested interest in a program or process. In a typical stakeholder analysis, you’ll prioritize stakeholders based on their influence on a project and seek to understand how best to interface with them throughout the course of the project.
Scenario mapping is the process of outlining all the steps a user will take to complete a task. The scenario mapping template helps you create a visual guide to what different personas are doing, thinking, and feeling in different situations. Use scenario mapping to outline an intended or ideal scenario (what should happen) as well as what currently happens. If you’re trying to outline the ideal scenario, user mapping should take place very early on in a project and can help inform user stories and the product backlog. If you’re just trying to get a better sense of what currently happens, you can do user mapping when conducting user interviews or observation.
When it comes down to it, a product’s success is determined by the features it offers and the satisfaction it gives to customers. So which features matter most? The Kano model will help you decide. It’s a simple, powerful method for helping you prioritize all your features — by comparing how much satisfaction a feature will deliver to what it will cost to implement. This template lets you easily create a standard Kano model, with two axes (satisfaction and functionality) creating a quadrant with four values: attractive, performance, indifferent, and must-be.
Project Status Report
A project status report is a short, timely document that keeps your project stakeholders informed and aligned on what is happening, and why. You can start writing this document on your own, then include your teammates as well to produce a timely and relevant report. A project status report should ideally compare the current state of your project against its projected plan. The report tracks on a high level how you achieve your goals, even if you experience setbacks. It’s also likely to be read by an executive-level audience controlling budgets and governance, which can help you keep the report focused on critical issues.