A creative brief is a document meant to ask tough questions to hone in on the objective of a business endeavour. The goal is to create a defined area in which to be creative, carved out by the company’s goals and objectives, by addressing personality traits that can be attributed to the representation of the company. The following questions will help define personality, objectives, partnership suitability and consumer perception.
Notes on writing: try to avoid words like “professional” and “confident”. These are descriptors that are vague and lack intrigue. Everyone wants to be perceived as professional and confident, so what is in the company’s personality that makes it unique? Lastly, be as creative as possible. Be personable. Be honest. The more truthful the answers, the better the perception of the company can be honed. This will lead to sales and strong interpersonal relationships with distributors and consumers.