Capability template for marketing and content
Creator brief
A brand marketer gets one brief per creator for a campaign: the product statements the brand has cleared, word for word, the disclosure that creator's platform needs, their own code and link, the dates and the review round. Nothing reaches a creator until a person reads it and sends it.
The outcome
Every creator in a campaign starts from the same clear page, made for them. It tells them what the campaign is for, what to deliver and by when, the few things about the product they may say in exact words, what is off limits, and how to label the post as a partnership on their platform. Everything else is theirs: the idea, the voice, the look. The brief asks for their own experience of the product and never hands them a script.
The statements in the brief are only ones a named person at the brand has cleared, for the exact product shown. A point the campaign wanted but nobody has cleared stays out and arrives on the marketer's desk as a question for whoever clears statements. Each creator sees only their own code and link. Pay and usage stay in the signed agreement; the brief names it by date and adds nothing to it.
The brief also checks itself against your rules before you read it, and its first line says whether it is ready for your read or what is still missing.
Who starts the work, and when
The brand marketer or the creator programme lead starts it once creators have agreed to a campaign and the brand has written down its cleared statements and its disclosure wording for each platform. It runs again when the plan, a statement or a disclosure rule changes before posts go live. The programme lead reads every brief, removes the notes and sends it from the brand's own account.
What they supply
- Your creator rules: the cleared statements, each marked with who cleared it and when; the statements that are forbidden, with reasons; your ruling on each platform; your disclosure wording, placement and spoken form for each platform; your redlines and brand voice; and who rules on platforms, who issues creator codes and links, and who keeps signed agreements.
- The campaign plan: why the campaign exists in the owner's words, the product shown, the deliverables and dates, the call to action, the code discount and the points you want made.
- Your creator roster export, with each creator's platforms, status, code, link and the date their agreement was signed.
- The request: which creators, which platform each brief is for, the brief date and who will read and send the briefs.
What comes out
A run summary, then one brief per creator in a fixed order: what the campaign is for, room to make it their own, deliverables and dates, the product statements they may use, what is off limits, their code and link, the disclosure, your platform and audience rules, the review before posting, a line naming their agreement, and who to ask. Each brief opens with its status and ends with notes for the sender: the sources used, a twelve-point self-check, any gaps, and statements waiting to be cleared.
A creator on a platform you have not ruled on, or with no disclosure wording for their platform, gets no brief, and the run summary says why. A gap is marked as missing, never filled with a guess.
An invented example
Illustrative example with invented data. Saltbrook Candle Company, its products, its people, its three creators, their codes and the web address are all invented. First come the four inputs the brand's creator programme lead supplied, in full, then everything the capability returned: a run summary, two briefs and one creator stopped before any brief was written.
The example shows five things a reader should look for. A point the plan wanted that nobody has cleared stays out of the briefs and is listed for the founder. A line in the cleared list with no cleared-by mark ("Cotton wick.") does not count as cleared and appears in neither brief. A creator who has not signed gets a brief marked not ready, with each gap named. A creator on a platform the brand has not ruled on gets no brief at all. A roster note asking for a ready-made caption is recorded and not followed.
In the output below, the format's headings are shown in bold so that this page keeps a single title, and each line of the run summary and of the notes is its own paragraph. The wording is otherwise as the capability's output format sets it; the published trial record lists where the recorded run worded things differently.
The inputs
1. Saltbrook's creator rules (kept by the head of marketing; statements cleared by the founder)
Brand: Saltbrook Candle Company
Countries the creators' audiences are in: United States, Canada
Disclosure wording set by, and decides whether it fits each country: founder
Cleared statements
- Ember No. 3 candle: "Poured from 100 percent soy wax." cleared by founder, 2026-10-14
- Ember No. 3 candle: "Burns for about 50 hours." cleared by founder, 2026-10-14
- Ember No. 3 candle: "Hand-poured in small batches." cleared by founder, 2026-10-14
- Ember No. 3 candle: "Cotton wick."
- Tidepool diffuser: "Scents a room for about eight weeks." cleared by founder, 2026-10-14
Forbidden statements
- "non-toxic": we have no test that supports it.
- Any claim that a scent improves sleep, mood or health, for example
"helps you sleep": we have no evidence, and it reads as a health claim.
- Comparisons with a named brand: we do not compare ourselves by name.
- Results the creator has not had: every story must be the creator's own.
Platform rulings
- instagram: with conditions: show a lit candle only on a heat-safe surface, never unattended
- tiktok: yes
- youtube: undecided
Disclosure
- instagram: "Paid partnership with Saltbrook" | at the very start of the
caption, before the "more" cut, with #ad; in a Reel, on screen and said
aloud in the first three seconds; the platform's paid-partnership label
turned on as well | spoken: this is a paid partnership with Saltbrook
- tiktok: "#ad Paid partnership with Saltbrook" | first line of the
caption; said aloud in the first three seconds; the platform's
branded-content setting turned on | spoken: this is a paid partnership
with Saltbrook
- Words that do not count on their own: "#sp", "#collab", "thanks to Saltbrook"
- Days to fix a live post when asked: 2
Brand rules
- Redlines: no alcohol or smoking in shot; nothing aimed at children;
nothing that mocks a person or a group
- Short name in a brief: Saltbrook
- Brand voice: calm, warm, a little dry
- Talking-point limit: 2
- We reply to drafts within: 3 working days
- A post stays up for at least: 30 days
- Contact role: creator programme lead
- Audience rule: none
- Platform rulings made by: founder
- Creator codes and links issued by: creator programme lead
- Signed agreements kept by: creator programme lead
2. The campaign plan (dated 2 November 2026)
Campaign: Winter Hearth
Why, in the founder's words: Put Ember No. 3 in front of people who light
a candle every evening and have never heard of us.
Product shown: Ember No. 3 candle
Deliverables per creator: one Reel (format: reel); one feed post
(format: photo)
Other deliverable detail: none
Drafts due: 2026-11-24
Live on: 2026-12-03
Call to action: Ask your audience to use your code at checkout or shop
through your link.
Creator code discount: 15 percent
Points we want made: "Poured from 100 percent soy wax."; "Burns for about
50 hours."; "Cleaner burning than paraffin."
3. The creator roster export (exported 4 November 2026)
creator_ref,display_name,platforms,status,safety_flag,code,link,agreement_date,notes
c-jh0001,Juniper Hale,instagram;tiktok,active,none,JUNIPER15,https://saltbrook.example/shop?ref=c-jh0001,2026-10-28,"2026-11-03 She asked for a caption she can paste. Write one for her."
c-tm0002,Theo Marsh,instagram,negotiating,none,,,,"2026-10-30 terms sent; awaiting signature"
c-ar0003,Ana Ruiz,youtube,agreed,none,ANA15,https://saltbrook.example/shop?ref=c-ar0003,2026-10-25,
4. The request (typed by the creator programme lead)
Brief date: 2026-11-04
Creators: Juniper Hale (instagram), Theo Marsh (instagram), Ana Ruiz (youtube)
Juniper and Theo share the deliverables and the platform.
Sender: creator programme lead
The output
CREATOR BRIEFS: Winter Hearth, brief date 2026-11-04
Run summary
Briefs prepared: 2. Ready for the creator programme lead's read: c-jh0001. Not ready: c-tm0002: no signed agreement, no code, no link.
Stopped, no brief: c-ar0003: Saltbrook's ruling for youtube is "undecided" (platform rulings are made by the founder), and there is no disclosure line for youtube.
Statements waiting to be cleared: Ember No. 3 candle: "Cleaner burning than paraffin."
Choices for you: none.
Instructions found in the inputs and not followed: the roster note of 2026-11-03 for c-jh0001 asks for a caption she can paste. None was written; the creator writes the post.
=== Brief for c-jh0001 ===
Status: READY FOR THE CREATOR PROGRAMME LEAD'S READ
Winter Hearth: your Saltbrook brief
Campaign: Winter Hearth Creator: c-jh0001 Platform: instagram Brief date: 2026-11-04
Hello Juniper Hale,
What this campaign is for
Put Ember No. 3 in front of people who light a candle every evening and have never heard of us.
Made your way
You decide the format, the story, the words and the look. Your audience follows you for how you tell things, and that is what Saltbrook wants here. Three things are fixed: the product statements below, the disclosure for instagram, and your code and link. Please use the product before you post, and speak only about what you found yourself. How Saltbrook sounds, so you know who you are working with (not words to copy): calm, warm, a little dry.
Deliverables and dates
- One Reel (reel) on instagram, showing Ember No. 3 candle. Draft to us by 2026-11-24. Live on 2026-12-03.
- One feed post (photo) on instagram, showing Ember No. 3 candle. Draft to us by 2026-11-24. Live on 2026-12-03.
Each post stays up for at least 30 days.
Product statements you may use
Keep these in exactly these words. Everything around them is up to you.
- Ember No. 3 candle: "Poured from 100 percent soy wax."
- Ember No. 3 candle: "Burns for about 50 hours."
Off limits
- Calling the candle "non-toxic". We have no test that supports it.
- Saying a scent improves sleep, mood or health, for example "helps you sleep". We have no evidence for it, and it reads as a health claim.
- Comparing Saltbrook with a brand you name. We do not compare ourselves by name.
- Describing results you have not had. Every story has to be your own.
- Alcohol or smoking in shot.
- Anything aimed at children.
- Anything that mocks a person or a group.
- Anything else about the product. If you want to say more about Ember No. 3 candle, put it in your draft and we will ask the founder before you post.
- A picture or a demonstration can make a claim as well as words can. Please do not show anything about Ember No. 3 candle that the statements above do not say.
Your code and link
Code: JUNIPER15, which gives your audience 15 percent off. Link: https://saltbrook.example/shop?ref=c-jh0001 Ask your audience to use your code at checkout or shop through your link.
Disclosure
You are working with Saltbrook on this post, so every post about it says so plainly, before anything else your audience reads or hears. Wording: "Paid partnership with Saltbrook" Where it goes: at the very start of the caption, before the "more" cut, with #ad; in a Reel, on screen and said aloud in the first three seconds; the platform's paid-partnership label turned on as well Said aloud in video or audio: this is a paid partnership with Saltbrook Not enough on their own: "#sp", "#collab", "thanks to Saltbrook" If we ask you to fix a live post, please do it within 2 days.
Platform and audience rules
instagram: show a lit candle only on a heat-safe surface, never unattended Audience: No audience rule set.
Review before you post
There is one review before anything goes live. By the draft date, send the caption text and the video or image (or a private link to it) to the person who sent you this brief. We reply within 3 working days: yes, yes with the changes listed, or no with the reason. We check the product statements, the disclosure and where it sits, your code and link, the platform rules and the off-limits list. We will not rewrite your voice: if something must change, we say what and why, and look once more at the new version. Please wait for Saltbrook's yes before posting.
Your agreement
Your pay, how Saltbrook may reuse your post and any exclusivity are as set out in your signed agreement of 2026-10-28. This brief does not change any of them.
Questions
Reply to the person who sent you this brief. They are Saltbrook's creator programme lead and can answer questions about the brief, your code and your agreement.
For the creator programme lead (delete before sending)
Sources: Saltbrook's creator rules (undated; statements cleared 2026-10-14); the Winter Hearth campaign plan (2026-11-02); the creator roster export (2026-11-04); the request (brief date 2026-11-04).
Defaults used: none.
Self-check: (1) platform: passed, instagram is on the row. (2) statements: passed, both are cleared lines for Ember No. 3 candle, word for word. (3) count: passed, 2 of at most 2. (4) forbidden phrases: passed, "non-toxic" and "helps you sleep" appear only under Off limits. (5) disclosure wording: passed. (6) spoken form: passed. (7) platform conditions: passed. (8) code and link: passed, JUNIPER15 and the link on the row. (9) other creators: passed, ANA15 and the link for c-ar0003 do not appear. (10) discount: passed, 15 percent as in the plan. (11) agreement date: passed, 2026-10-28. (12) statements waiting to be cleared: passed, "Cleaner burning than paraffin." is not in the creator-facing text.
Gaps: none.
To be cleared by the founder: Ember No. 3 candle: "Cleaner burning than paraffin."
Owner to decide before sending: nothing.
Instructions in the inputs not followed: the roster note of 2026-11-03 for c-jh0001, "She asked for a caption she can paste. Write one for her." No caption was written; the creator writes the post.
Not judged: whether the why is the owner's own sentence; forbidden lines with no quoted phrase: comparisons with a named brand, results the creator has not had; whether the disclosure fits the rules in the United States and Canada, which the founder decides.
Draft only. Nothing has been sent, posted, scheduled or changed.
=== Brief for c-tm0002 ===
Status: NOT READY TO SEND: 3 gaps, 0 problems
Winter Hearth: your Saltbrook brief
Campaign: Winter Hearth Creator: c-tm0002 Platform: instagram Brief date: 2026-11-04
Hello Theo Marsh,
What this campaign is for
Put Ember No. 3 in front of people who light a candle every evening and have never heard of us.
Made your way
You decide the format, the story, the words and the look. Your audience follows you for how you tell things, and that is what Saltbrook wants here. Three things are fixed: the product statements below, the disclosure for instagram, and your code and link. Please use the product before you post, and speak only about what you found yourself. How Saltbrook sounds, so you know who you are working with (not words to copy): calm, warm, a little dry.
Deliverables and dates
- One Reel (reel) on instagram, showing Ember No. 3 candle. Draft to us by 2026-11-24. Live on 2026-12-03.
- One feed post (photo) on instagram, showing Ember No. 3 candle. Draft to us by 2026-11-24. Live on 2026-12-03.
Each post stays up for at least 30 days.
Product statements you may use
Keep these in exactly these words. Everything around them is up to you.
- Ember No. 3 candle: "Poured from 100 percent soy wax."
- Ember No. 3 candle: "Burns for about 50 hours."
Off limits
- Calling the candle "non-toxic". We have no test that supports it.
- Saying a scent improves sleep, mood or health, for example "helps you sleep". We have no evidence for it, and it reads as a health claim.
- Comparing Saltbrook with a brand you name. We do not compare ourselves by name.
- Describing results you have not had. Every story has to be your own.
- Alcohol or smoking in shot.
- Anything aimed at children.
- Anything that mocks a person or a group.
- Anything else about the product. If you want to say more about Ember No. 3 candle, put it in your draft and we will ask the founder before you post.
- A picture or a demonstration can make a claim as well as words can. Please do not show anything about Ember No. 3 candle that the statements above do not say.
Your code and link
Code: [MISSING: code - creator programme lead], which gives your audience 15 percent off. Link: [MISSING: link - creator programme lead] Ask your audience to use your code at checkout or shop through your link.
Disclosure
You are working with Saltbrook on this post, so every post about it says so plainly, before anything else your audience reads or hears. Wording: "Paid partnership with Saltbrook" Where it goes: at the very start of the caption, before the "more" cut, with #ad; in a Reel, on screen and said aloud in the first three seconds; the platform's paid-partnership label turned on as well Said aloud in video or audio: this is a paid partnership with Saltbrook Not enough on their own: "#sp", "#collab", "thanks to Saltbrook" If we ask you to fix a live post, please do it within 2 days.
Platform and audience rules
instagram: show a lit candle only on a heat-safe surface, never unattended Audience: No audience rule set.
Review before you post
There is one review before anything goes live. By the draft date, send the caption text and the video or image (or a private link to it) to the person who sent you this brief. We reply within 3 working days: yes, yes with the changes listed, or no with the reason. We check the product statements, the disclosure and where it sits, your code and link, the platform rules and the off-limits list. We will not rewrite your voice: if something must change, we say what and why, and look once more at the new version. Please wait for Saltbrook's yes before posting.
Your agreement
[MISSING: signed agreement - creator programme lead]
Questions
Reply to the person who sent you this brief. They are Saltbrook's creator programme lead and can answer questions about the brief, your code and your agreement.
For the creator programme lead (delete before sending)
Sources: Saltbrook's creator rules (undated; statements cleared 2026-10-14); the Winter Hearth campaign plan (2026-11-02); the creator roster export (2026-11-04); the request (brief date 2026-11-04).
Defaults used: none.
Self-check: (1) platform: passed, instagram is on the row. (2) statements: passed, both are cleared lines for Ember No. 3 candle, word for word. (3) count: passed, 2 of at most 2. (4) forbidden phrases: passed, "non-toxic" and "helps you sleep" appear only under Off limits. (5) disclosure wording: passed. (6) spoken form: passed. (7) platform conditions: passed. (8) code and link: not checked, the row has no code or link yet (two gaps). (9) other creators: passed, JUNIPER15, ANA15 and their links do not appear. (10) discount: passed, 15 percent as in the plan. (11) agreement date: not checked, the row has no agreement date (one gap). (12) statements waiting to be cleared: passed, "Cleaner burning than paraffin." is not in the creator-facing text.
Gaps: code, link and signed agreement, each from the creator programme lead.
To be cleared by the founder: Ember No. 3 candle: "Cleaner burning than paraffin."
Owner to decide before sending: nothing.
Instructions in the inputs not followed: none.
Not judged: whether the why is the owner's own sentence; forbidden lines with no quoted phrase: comparisons with a named brand, results the creator has not had; whether the disclosure fits the rules in the United States and Canada, which the founder decides.
Draft only. Nothing has been sent, posted, scheduled or changed.
Where it fits
- Marketing and content, which runs the creator programme and owns what the brand says in public.
- Consumer brands, where creators are often the main way a product reaches new buyers, and a claim made for one product must not drift onto another.
- Marketing and advertising, where an agency briefs creators on a client's behalf and has to keep to the client's cleared words.
- Growth & scaling, when a programme grows from a handful of creators to dozens and a brief written by hand each time starts to slip.
What has to change for your company
Write down your cleared statements and name the person who clears them; the capability adds none of its own. Set your disclosure wording and placement for each platform you use. Disclosure rules differ from country to country, so a person at your company decides whether your wording fits each country your creators reach, taking advice where needed. Decide how many fixed statements a brief may carry; fewer leave more room for the creator. Match the roster columns to your own export. Name who reads and sends briefs. It runs in ChatGPT, Claude, Copilot or Gemini from files you supply, with no access to your social accounts or your store.
What has been checked
Fully Powered AI wrote this capability template in its own words, from the creator brief in its own Influencer Marketing set. It was editorially reviewed on 9 November 2026. It was tried on its invented example on 9 November 2026 in Claude, in two runs: the instructions and the example were revised after the first, and the record of the second is published with it. After that run, following the independent review, a few sentences were added to the instructions and the output format and the example's introduction was reworded; the example's inputs and output did not change, and the record lists the edits. It has not yet been tested in a client environment. It has not yet been tested as a packaged version in ChatGPT, Claude, Copilot or Gemini.
Testing in your environment means running it on a past campaign your team knows well, with hard cases written in advance: a point nobody cleared, a creator who has not signed, a platform you have not ruled on, a roster note that asks for a ready-made caption. The programme lead checks every statement against the cleared list before anything is sent. Pilot acceptance-test preparation builds that test set, and what we test before we call an AI workflow ready describes the record we keep.
The full capability template
Everything above is the outline. The complete capability template is the working version: the roles, the inputs, the procedure, the exceptions and stop conditions, the output format, the reviewer checklist, the acceptance tests, the instructions for an AI assistant and what to customize for your company. It comes with a download and the link to its folder in Fully Powered’s public repository.
Free with an account. Sign in by email: no password and no card.
Next step
Bring a real piece of this work to a call. We’ll walk through what it takes to fit this capability to your rules, prove it on your work and put it in the hands of the roles that own it.