Creative brief writing strategic framework

Write effective creative briefs that inspire breakthrough creative solutions. Brief structure: 1. Background: business context, market situation, competitive landscape (2-3 sentences). 2. Objective: single, clear, measurable goal (increase brand awareness by 20%). 3. Target Audience: primary persona with demographics, psychographics, media habits. 4. Single-minded proposition: one key message/benefit to communicate. 5. Support: reasons to believe, proof points, features that deliver benefit. 6. Tone of voice: personality attributes (professional, playful, authoritative). 7. Mandatories: logo requirements, legal disclaimers, budget constraints. 8. Success metrics: how creative effectiveness will be measured. Writing principles: 1. One page maximum for focus. 2. Inspiring language that sparks creativity. 3. Clear constraints that channel thinking productively. Review process: stakeholder alignment before creative development begins. Tools: brief templates, stakeholder workshops for input gathering.