Use this pattern to create a clear starting brief before generating or commissioning assets. A useful brief connects the marketing goal to an audience insight and defines what the finished creative must communicate.
Before you start
- Choose the product or offer.
- State the campaign objective and target audience.
- Add approved brand facts, voice guidance, and any required claims.
- Attach relevant performance analysis, customer research, or existing creative.
- Note format, placement, deadline, and legal or brand constraints.
Starting request
Review the draft
Check that the brief:
- Names one audience and one primary outcome.
- Uses facts that are approved in your workspace.
- Distinguishes an insight from a creative idea.
- Makes the product and offer accurate.
- Defines the deliverables without prescribing every visual decision.
- Flags unsupported claims instead of polishing them into final copy.
If the brief feels generic, add a specific customer tension, a useful product fact, or a performance pattern. More adjectives rarely improve it.
