Section 2: Writing a compelling brief

With your marketing JTBD clearly defined, it's time to translate it with a solid creative brief.

1. Define the business objective, insight and the marketing job to be done.

2. Write a compelling and inspiring creative brief

3. Evaluate concepts and articulate the creative idea

4. Develop a production plan for your campaign

A brief isn't just a document, it’s your blueprint for success. It’s how you align your entire team and keep them moving in the right direction. In this section, you need to think back to the campaign and how you'd re-write the brief for it based on the framework you've learnt through the CRAFT.

Here's what you need to include:

1/ The Objective
Start with the “why” behind the campaign. Essentially the JTBD we defined in the previous section.

2/ The Insight
What's the business insight here? Be clear and to the point. To deduce the insight, you need to go deep with your user, market and product research.

3/ The Main Point
What’s the single thing you want your audience to take away? It needs to be one powerful, clear message.

4/ The Target Audience
Who are you speaking to? Make sure the brief is tailored to them. Start by defining the consumption audience for your product and then go deep into clearly identifying your target audience. This needs to be as clear as possible. Make sure you're defining your target audience as a real person with a singular persona.

5/ The Task Map
Build out a task map that clearly outlines what your target audience currently thinks and does v/s what you want them to think and do in the future after they see the campaign.

Template:

Target Audience	Present	Future
Think
Does

Pro Tip: A great brief doesn't prescribe, it inspires. Remember, you're talking to your creative team and you need to build your brief keeping them in mind. Keep it simple, sharp, and straight to the point.