Use this marketing brief template to capture every detail you need before launching a campaign. It doubles as a creative brief template – simply share the Google Docs version with your team or clients to keep everyone aligned.
1. Brand Snapshot
- Brand name
- Contact person (name & role)
- Phone / Email
- Key links (website, socials, brand assets)
- Brand history & milestones
- Core essence (tone, personality, main advantages)
- Key messages
2. Business & Marketing Goals
- What business objectives will marketing solve?
- Which tasks do you want me to handle?
- Primary KPIs (quantitative & qualitative)
3. Positioning & Communication Guardrails
- Desired market positioning
- Must‑mention product or service features
- Elements never to associate with the brand
- Unique Selling Proposition (USP)
4. Competitive Landscape
- Main competitors (names + links)
- Your advantages vs. competitors
- Previous advertising tools used
- How will you measure campaign effectiveness?
5. Promotions, Budget & Timeline
- Planned promotions / events (with dates)
- Campaign budget
- Campaign timeline
6. Additional Notes
- Product specifics or FAQs
- Use of call‑tracking, CRM, analytics setup
Client Avatar (Target Audience)
1. Core Demographics
- Geography, gender, age
- Separate profiles if several audiences
2. Detailed Persona Profile
- Gender split: % male / % female
- Age brackets: key age groups with percentage share
- Marital status & children
- Residence: city / region
- Occupation & income
- Education & social status
3. Motivations & Barriers
- Greatest dissatisfaction / “pain”
- Immediate tasks to solve now
- Fears or objections (general & product‑specific)
- What annoys or disappoints them?
- Biggest dream linked to your offer
- Who makes / approves the purchase decision?
- Information sources they trust when choosing
Download marketing brief template in Google Docs
Tip: Make a copy of the creative brief template in Google Docs to collaborate live with clients or freelancers. The structure above keeps discovery calls focused and ensures no critical detail is missed.
Use this template to streamline communication, shorten project kick‑off time, and keep your marketing team laser‑focused on what matters.