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Storytelling

6 Key Elements of a Creative Brief

Six fields that keep a brief short and strong.

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Visualization
01Goal — SMART business goal02Target audience03Problem04Insight05Single-minded proposition06Action — what should the audience do
What it is

From analysing 30+ briefs: the 6 elements that appear in over 50 % and form the spine of a great brief.

When to use it

When writing a brief for the creative team.

How to apply

1–3 sentences per element. No filler.

Related frameworks

Brand building
01For whom02What03Why04Against whom05With what proof

Brand Positioning Statement

One sentence defining the brand's place on the market.

Strategy
01Purpose — why we exist02Vision — where we're going03Mission — who we serve04Difference — what we offer05Big Idea / Proposition06Shared values

Brand Strategy Summary

A one-page brand strategy — with depth.

Storytelling
TENSION ↑EXPOSITION
Exposition
RISING
Rising action
CLIMAX
Climax
FALLING
Falling action
RESOLUTION
Resolution

Freytag's Pyramid

The classic narrative arc in five acts.

✺All 100+ frameworks in one PDF cheatsheet.
About:

Agencies execute. Consultants advise. And then everyone wonders why the two never add up.

Clues does both. We look for the clues that point to the right path, and then we walk it with you all the way. Because strategy without execution is just a well-paid hypothesis.

We put this library together because we see structured thinking as the foundation of success. Whether you're working on your next campaign or building a brand-new brand.

Share it, use it, build on it. The Clues team.