Creative Brainstorming Assistance

1. Overview

This process takes a brief description of a marketing campaign and produces three deliverables:

Campaign Themes – high‑level concepts that guide the entire campaign.
Slogans – short, memorable taglines that capture the brand’s promise.
Visual Concept Prompts – concise prompts that inspire visual designers (e.g., mood‑board ideas, image styles, or photography directions).

The output can be handed directly to copywriters, art directors, and production teams for further development.

2. Business Value

Accelerates Idea Generation – Provides a ready list of creative ideas in minutes, freeing senior creatives for higher‑level strategy.
Ensures Consistency – Aligns every idea with the brand’s values, target audience, and campaign goals.
Facilitates Collaboration – Gives copy, art, and strategy teams a common language and starting point, reducing iterative cycles.
Reduces Time-to‑Market – Faster brainstorming translates to quicker creative approvals and faster campaign launch.

3. Operational Context

When to Run	Who Uses It	Frequency
At the start of a new campaign when the Creative Director has a high‑level brief but needs concrete ideas to share with the team.	Creative Directors, Copywriters, Art Directors, and Marketing Managers.	Typically once per new campaign or product launch.

4. Inputs

The process requires a single set of information for each run. All items are supplied as plain text or lists of simple items.

Name / Label	Type	Details Provided
Brief	Text description	A short paragraph (1–3 sentences) summarizing the product, service, or initiative that needs promotion.
Target Audience	Text	A description of the primary audience (e.g., demographics, psychographics, lifestyle).
Brand Values	List of short phrases	Core values that the brand stands for (e.g., “sustainability”, “modern design”).
Campaign Goals	List of short statements	Desired outcomes (e.g., “increase awareness”, “drive trial”, “grow community”).
Desired Tone	Text	The overall voice and mood (e.g., “friendly & energetic”, “professional & trustworthy”).
Keywords	List of words/phrases	Key terms the brand wants emphasized (e.g., “eco‑friendly”, “premium”).
Restrictions	List of constraints	Any topics, words, or concepts that must not appear (e.g., “no political references”, “no profanity”).

5. Outputs

The deliverables are simple lists of text, ready to copy‑paste into briefs or presentations.

Name / Label	Contents	Formatting Rules
Campaign Themes	3–5 short phrases (max 6 words each) that capture the core idea of the campaign.	Title case; each theme on its own line.
Slogans	5–10 concise taglines (max 8 words each) that can be used in ads and social media.	Title case; no period at end.
Visual Concept Prompts	5–8 bullet‑point prompts describing visual direction (e.g., setting, color palette, style).	Sentence case; each prompt ends with a period.

6. Detailed Plan & Execution Steps

Read All Inputs – Read the Brief, Target Audience, Brand Values, Campaign Goals, Desired Tone, Keywords, and Restrictions.
Identify Core Message – Combine the Brief, Brand Values, and Campaign Goals into a one‑sentence “Core Message.”
Validate Restrictions – Scan the Core Message and all Keywords for any prohibited words or topics listed in Restrictions. If any appear, stop and flag the input for manual review.
Generate Campaign Themes
- a. Write a short “Idea Seed” using the Core Message.
- b. Produce 3–5 distinct themes that each:
  - Reflect at least two Brand Values.
  - Speak directly to the Target Audience.
  - Align with one or more Campaign Goals.
- c. Ensure each theme is no longer than six words.
Create Slogans
- a. From each Theme, brainstorm 1–2 short taglines (max eight words) that:
  - Echo the Desired Tone.
  - Incorporate at least one Keyword.
  - Avoid all Restricted items.
- b. Keep the language clear, memorable, and free of jargon.
Draft Visual Concept Prompts
- a. For each Theme, write a visual prompt that includes:
  - Setting or environment (e.g., “urban rooftop at sunrise”).
  - Mood or feeling (e.g., “fresh, energetic”).
  - Primary visual elements (e.g., “product held in hand, soft focus”).
- b. Keep each prompt under 20 words.
Final Review – Verify that each output:
- Uses language that matches the Desired Tone.
- Incorporates at least one Keyword.
- Contains no restricted items.
- Is formatted according to the rules in Section 5.
Package Results – List the Themes, Slogans, and Visual Concept Prompts in the order shown in the “Outputs” table.
Deliver – Provide the three lists to the requester in plain text (or as a simple document) for immediate use.

7. Validation & Quality Checks

Check	How to Perform
Brand Alignment	Verify every Theme includes at least two Brand Values.
Audience Relevance	Confirm each Theme or slogan speaks directly to the Target Audience’s interests or pain points.
Tone Consistency	Read each line aloud; it should feel like the Desired Tone (e.g., “friendly”).
Keyword Presence	Ensure at least one Keyword appears in each Slogan and in at least one Visual Prompt.
Restriction Compliance	Scan all outputs for any restricted word or concept; if found, stop and flag.
Length Limits	Count words: no Theme > 6 words, no Slogan > 8 words, no Prompt > 20 words.
Clarity & Readability	All text should be free of spelling or grammar errors.

If any check fails, pause, correct the issue, and re‑run the check. If a required input is missing (e.g., no Target Audience), flag the item for manual review and generate no output.

8. Special Rules / Edge Cases

Missing Input – If any required input (e.g., Brand Values) is missing, do not produce any output. Flag the item for manual review.
Conflicting Values – If Brand Values conflict with Restrictions (e.g., brand wants “edgy” but restrictions prohibit “controversial”), prioritize the Restrictions; adjust Themes or Slogans accordingly.
Too Many Keywords – If more than 10 Keywords are supplied, only use the first 10.
Very Short Brief – If the Brief is less than 10 words, ask the requestor to add at least one sentence describing the product or service. No output until this is supplied.
Duplicate Output – If two generated Themes are identical, merge them into a single theme and generate an additional distinct theme to keep the count at the required minimum.
Inapplicable Tone – If the Desired Tone conflicts with the brand’s core values (e.g., “playful” tone for a very serious brand), note the conflict in a “Notes” section and suggest a tone that better matches the brand.

9. Example

Inputs

Brief: “Launch a reusable water bottle made from recycled ocean plastics for young, eco‑conscious urban professionals.”
Target Audience: “Urban professionals, ages 25‑35, who value sustainability and stylish design.”
Brand Values:
- Sustainability
- Modern Design
- Community Impact
Campaign Goals:
- Raise brand awareness
- Drive product trial
- Build community of eco‑advocates
Desired Tone: Friendly and aspirational
Keywords: eco‑friendly, premium, clean, refill, adventure
Restrictions: No political references; no profanity; avoid “cheap” or “budget” wording

Outputs

Campaign Themes

Ocean‑Born, City‑Ready
Refresh Your World
Sustain Style

Slogans

“Drink Clean, Live Bold.”
“Style That Saves.”
“Sip the Future.”
“Eco‑Luxury in Hand.”
“Refill, Refresh, Repeat.”

Visual Concept Prompts

Urban rooftop at sunrise, a sleek bottle perched on a sleek metal railing, soft pastel sky.
Close‑up of a hand holding the bottle, water droplets glistening, background blurred city street.
Young professional walking a dog in a park, bottle in backpack pocket, vibrant foliage.
Minimalist flat‑lay: bottle beside a reusable coffee cup, clean white surface, soft shadows.
Night‑time cityscape with a faint glow from the bottle’s LED indicator, highlighting “eco‑friendly”.

Notes

All items contain at least one Keyword (e.g., “clean”, “eco‑friendly”).
No prohibited words appear.

Appendix A – FAQ

Q1: What if the Creative Director wants more than 5 slogans? A1: The SOP can be repeated to generate additional slogans; each new batch must still meet all validation checks.

Q2: Can I use the output directly in advertising copy? A2: Yes, but a final copy‑editing pass is recommended to ensure brand‑specific style guidelines are met (e.g., legal compliance).

Q3: What if the target audience is “everyone”? A3: The SOP requires a specific target audience. Ask for a more precise description to keep the output relevant.

Q4: How many keywords should I provide? A4: Up to ten is recommended. Additional keywords will be ignored to keep focus.

Q5: What if a proposed theme or slogan feels too generic? A5: Review the Core Message and ensure each Theme reflects at least two Brand Values; rewrite to incorporate more unique brand language.

Q6: The client wants a “funny” tone but the brand values are “professional”. A6: Note the conflict in the “Notes” section and suggest a balanced tone (e.g., “light‑hearted yet polished”). If the client insists, create the output but flag for review.

Q7: How are “Visual Concept Prompts” used? A7: They serve as quick‑fire inspiration for designers to create mood‑boards, sketches, or AI‑generated image ideas.

Q8: What if the brand has a strict style guide (e.g., specific colour palette)? A8: Include those style guidelines in Appendix C (Style Guide) and ensure prompts mention the required colours or visual style.

Q9: What should I do if I cannot find a suitable theme? A9: Re‑evaluate the Core Message for missing elements or ask for additional brand insights. Do not force a theme; flag for manual brainstorming if needed.

Q10: Does the process produce a final campaign plan? A10: No. The output provides high‑level concepts only. Detailed planning, budgeting, and media planning remain separate tasks.

Appendix B – Glossary

Term	Definition
Brief	A short description that explains the product or initiative to be promoted.
Target Audience	The group of people the campaign aims to reach (e.g., demographics, interests).
Brand Values	Core principles that the brand lives by (e.g., sustainability, innovation).
Campaign Goal	Desired outcome of the campaign (e.g., awareness, sales, community).
Desired Tone	The emotional flavor of the messaging (e.g., friendly, professional).
Keyword	A word or phrase that should appear in the messaging to reinforce the idea.
Restriction	Any word, phrase, or topic that must not appear in the output.
Campaign Theme	A concise concept that guides the overall feel of the campaign.
Slogan	A short, memorable phrase used to capture attention.
Visual Concept Prompt	A short description that guides visual creators.
Core Message	One‑sentence summary that merges Brief, Brand Values, and Goal.
Word Limit	The maximum number of words allowed in a given output (see table).

Appendix C – Reference Materials

C1. Brand Values Library

(Select the values that apply to each project; values are written in title case.)

Sustainability – Commitment to environmental stewardship and reducing ecological footprints.
Modern Design – Emphasis on clean lines, contemporary aesthetics, and technology‑forward visuals.
Community Impact – Focus on building a community of supporters, educators, and advocates.
Innovation – Pushing boundaries with new materials, processes, or ideas.
Premium Quality – High‑standard materials, craftsmanship, and durability.
Transparency – Open, honest communication; clear labeling of materials and processes.
Adventure – Encourages exploration, active lifestyles, and curiosity.
Inclusivity – Celebrating diverse cultures, backgrounds, and perspectives.
Health & Wellness – Emphasizing physical well‑being, mental health, and holistic living.
Playfulness – Light‑hearted, fun, and engaging experiences.

C2. Campaign Objective Types

Goal	Typical Use	Example
Awareness	Introduce a brand or product to a broad audience.	“Launch a new beverage brand.”
Consideration	Encourage target audience to think about buying.	“Highlight benefits of a subscription service.”
Trial	Prompt first‑time purchase or test.	“Free sample of a new snack.”
Conversion	Drive sales or sign‑ups.	“Online signup for a new app.”
Retention	Keep existing customers engaged.	“Loyalty program promotion.”
Community Building	Encourage interaction among fans.	“User‑generated content challenge.”
Thought Leadership	Position brand as a thought leader.	“White‑paper on industry trends.”
Re‑Engagement	Re‑activate lapsed customers.	“Special offer for former users.”

C3. Tone & Style Guidelines

Tone	Description	Example Phrase
Friendly & Approachable	Conversational, warm, inclusive.	“Ready for your next adventure?”
Professional & Trustworthy	Formal, reliable, confident.	“Engineered for performance.”
Aspirational	Inspiring, hopeful, visionary.	“Reach the summit of success.”
Playful & Fun	Light‑hearted, energetic, witty.	“Sip, smile, repeat.”
Bold & Edgy	Strong, daring, unconventional.	“Break the rules.”
Elegant & Sophisticated	Refined, elegant, luxurious.	“Timeless elegance.”
Minimalist	Clean, simple, direct.	“Pure. Simple. Powerful.”
Eco‑Conscious	Environmental, earth‑centric, gentle.	“Love the planet, one sip at a time.”

Formatting Rules

Capitalization: Title case for all headings, themes, and slogans.
Punctuation: No periods at the end of slogans or themes.
Length: Follow the word limits listed in the Outputs section.

C4. Prohibited Content List

Category	Prohibited Elements	Reason
Political	References to politics, elections, or policy.	Avoids controversy.
Adult / Explicit	Sexual content, profanity, vulgar language.	Maintains brand safety.
Violence	Graphic violence, weapons, or threats.	Prevents negative brand association.
Discrimination	Hate speech, discrimination based on race, gender, religion, sexual orientation, etc.	Legal and ethical compliance.
Illegal Activities	Promotion of illegal behavior or substances.	Legal compliance.
Misleading Claims	Unverified or false health/benefit claims.	Consumer protection.
Copyrighted Material	Use of trademarked or copyrighted text without permission.	Intellectual property protection.
Financial Advice	Advice on investment, taxes, or financial products unless specifically permitted.	Liability avoidance.

Handling of Prohibited Content If a word or phrase from the Restrictions list appears anywhere in the generated output, stop immediately, mark the output as “Error – Restricted Content Detected,” and flag the item for manual review.

C5. Slogan Structure Guide

Length: 4–8 words.
Voice: Active, present tense.
Core Elements:
1. Benefit – what the audience gains (e.g., “Feel refreshed”).
2. Differentiator – what makes it unique (e.g., “from recycled ocean plastic”).
3. Call to Action (optional) – an invitation (e.g., “Join the wave”).
Word Choice: Use at least one Keyword; avoid jargon.
Tone Match: Ensure tone aligns with the Desired Tone.

Examples

“Clean Design, Bold Impact.” (Aspirational)
“Your Eco‑Journey Starts Here.” (Friendly)
“Premium Performance, Everyday.” (Professional)

C6. Visual Concept Prompt Guidelines

Structure:
1. Setting – location or environment.
2. Mood – feeling or atmosphere.
3. Key Element – main visual object (e.g., product, people, activity).
4. Style – photography, illustration, or mixed media.
5. Color Palette – primary color(s) or mood (e.g., “cool blues,” “warm earth tones”).
Length: 10–20 words.
Tone: Match the Desired Tone.
Keyword Inclusion: Incorporate at least one Keyword.

Examples

“Sunlit rooftop garden, vibrant greens, a reusable bottle on a wooden table, crisp photography, pastel sky.”
“Close‑up of a hand gripping a sleek bottle, soft focus background, cool teal and white, modern minimalist illustration.”
“Urban commuter holding a sleek bottle on a bicycle, city skyline at dusk, warm amber light, lifestyle photography.”

Creative Tips

Focus on Story: The prompt should suggest a story or moment that viewers can imagine themselves in.
Use Sensory Language: “ crisp”, “soft”, “vibrant” create visual richness.
Highlight the Product: Ensure the product is the central element.
Align with Brand Values: Mention sustainability, modern design, or community where possible.

C7. Worked Examples

Example 1: Sustainability Campaign for a Water Bottle

Input	Example
Brief	“Launch an eco‑friendly water bottle for young urban professionals.”
Brand Values	Sustainability, Modern Design
Target Audience	25‑35 year‑old professionals, eco‑conscious, style‑aware
Goal	Build brand awareness
Tone	Friendly & aspirational
Keywords	“eco‑friendly”, “premium”, “refill”
Restrictions	No “cheap” language
Output	*See “Example” section above.

Example 2: Tech‑Startup App Launch

Input	Example
Brief	“Launch a mobile budgeting app for millennials, emphasizing security and ease.”
Brand Values	Innovation, Transparency
Target Audience	Millennials, tech‑savvy, value financial independence
Goal	Drive trial
Tone	Modern & friendly
Keywords	“secure”, “simple”, “budget”
Restrictions	No political references
Output (illustrative)	Campaign Themes: “Secure Your Future”, “Simple Money, Big Dreams”, “Your Money, Your Control”.
Slogans: “Budget Made Easy.”, “Secure. Simple. You.”, “Control Your Cash.”, “Your Money, Your Rules.”, “Live Debt‑Free.”.
Visual Prompts: “Young professional looking at phone screen with app UI, bright indoor workspace, warm natural light, modern illustration, pastel blue and white palette.”

Additional Notes

Iteration: If the Creative Director desires additional ideas, repeat the process with the same inputs or a refined brief.
Documentation: Keep a log of each run (date, brief title) for future reference and to track idea evolution.
Collaboration: The outputs should be shared with copy, art, and strategy teams for refinement and execution.

Supercharge Creative Brainstorming with Logic