How to write a good Communication Brief

Advertising and Communication Brief

A good Communication Brief should answer the following question

• Why are we communicating? 

     [The role and the Goals of meeting the Marketing & Communication objectives]

• Who are we talking to and what do we know about them? 

     [Relevant insights about the target and their involvement with the product/category that will help to   

      communicate to them]

• What do want them to think and do?

      [The surprising new insightful  connection between the product/service with the consumer].

• What should the communication say?  

      [The single minded preposition for this communication that expresses the product insight in the most  
       persuasive manner]

• Why should anyone believe it?

        [Support point, rationale, whether based on consumer insights, competitive advantage or product
         performance]

• What is the desired tone and the manner of the communication?

       [Reflected in the product personality, but more specific to the communication tone].

• What executional consideration are there? 

       [Legal, branding, logistical and directional input].