Tag Archive: creative briefs

  1. Creative Briefs: Not Just a Classic Agency Go-To

    This blog post written over a year ago still says true. Creative briefs are a must-do in the world of marketing and advertising. Need proof? Read on…
    Creative briefs aren’t just for the 1950’s Sterling Cooper ad agency, so before you corral your designer/writer/creative wizard for work, stop, take a deep breath and create a creative brief that will help your team produce their greatest work yet. If you’re not sure where to start, let me guide you…
    creative brief meme
    Quick rundown: A creative brief is a document that is used by professionals to help inform and guide a select person or team while creating everything from a visual design like a logo and website, to website copy and photography or video. It is not only helpful for a designer and copywriter, but also for the person who is requesting the creative and for the person that is overseeing it. The brief keeps everyone on the same page and it is a guiding light when the marketing world gets dark…and it really can without a brief.

    When taking a stab at your first creative brief, keep the following in mind:

    • Keep it brief. Creative briefs are meant to be short, sweet and to the point. Try to keep it at a page and provide a synopsis of the following:
      • Project breakdown
      • Big picture snapshot of the client (who they are, their attitude and tone)
      • Audience breakdown
      • Project objective
      • Design and detail inspiration (include keywords, links to inspirational images, websites, content and feel free to even include designs and details the client doesn’t like so your designer and/or copywriter knows what to avoid)
    • Inspire. Although the brief is meant to guide and inform, make sure that you, as the brand ambassador, inspire! When you have created your brief and received the a-okay on it, sit down with your team and challenge them with thought-provoking questions. What do they foresee to be challenges within the project? What do they envision for the end product? What inspires them when reading the brief? Get the group talking and roundtable it. When the juices start a flowin’, no one will be thirsty for ideas.

    When you have a creative brief, the benefits are clear:

    • A brief helps everyone that has a hand in the project stay on the same page.
    • It keeps the objectives on the forefront for all, which in turn supports the creative made.
    • Expectations are clear with no grey area, as all involved parties agreed to the brief.
    • Approval rounds tend to be shorter, as direction was agreed upon from the beginning and during the course of production, designers can ask themselves “Does this achieve the goal? or “Is this solving their problem?”, if not, they can start over and if so, they can keep on keepin’ on! This keeps costs down and everyone happy.
    •  At the end of the day, quality work is produced that is loved by all.

    In short, creative briefs are a must. Do it and you won’t regret it.

    creative brief meme

  2. All’s Well That Begins Well: Learning to Love the Creative Brief

    Liam NeesonResearch; it’s a word that often stirs dread in the hearts of creatives. Many see it as the slog work — the number crunching done to appease nitpickers and fact checkers who will undoubtedly hunt down and take apart your content like a middle-aged Liam Neeson does Eastern European kidnappers (They will find your content — and they will kill your credibility). But the necessity of research reaches far beyond simply substantiating claims. In our world of marketing, doing your “homework” before embarking on a major project is not only recommended; it’s a necessity. Enter: creative briefs.

    More Info, Better Results

    Information is worth more than gold when starting a new project. Internally, this is usually in the form of a creative brief, which is a summation of collected information on our client, plus key direction for the given project. We can do a lot here at Findsome & Winmore but, unfortunately, we cannot read minds (yet). That means we have to pull our information the old fashioned way, and ask some important questions to our clients and ourselves.

    So what’s in the creative brief secret sauce? Here are the top five client insights that help inspire us before starting a new project:

    1. Who is your audience? Without this factor defined, creatives are rebels without a cause. Sails without wind. Ducks without… quacks (you get the idea).

    Pocket Watch

    Photo by: https://www.flickr.com/photos/sleepyjeanie/ https://creativecommons.org/licenses/by/2.0/

    2. How much time do I have? Though art can’t be rushed, marketing creative often must be. Deadlines are a reality and can often lead to more defined, higher quality work — but only if they are set and known from the beginning.

    3. Why? Yes, just “why.” Why are we writing or designing this? What is the objective? Goal setting is extremely important, as is just ensuring that everyone is on the same page before starting a new project.

    4. Who inspires you? What are some examples of campaigns, ads or pieces of pop culture that capture the idea that you’re going for? Inspiration is everywhere, and it’s sometimes the most effective way to express exactly the tone or “feel” that you’re envisioning.

    5. Who are you? Not just the theme song to CSI: Crime Scene Investigation, but also a question that is often forgotten before starting a project. Even if the creative is familiar with the client, a reminder before jumping into a project is pertinent to getting into the state of mind of what separates a company from its competition — language, tone, theme, and every other unique touch that can be pulled to make sure your content is as far from cookie-cutter as it can be.

    As a content creator, this key information, provided by our clients and project managers, is the spark that lights up my creativity.

    Better Results, Happier Clients

    The more information, planning, strategy and good, old-fashioned effort that you put into a project before any work begins is exactly what separates good content writing from great content writing, and a failed project from a successful one. If looked at in a broader context, these steps, which may seem unnecessary to the unknowing, actually make content much easier to create. Furthermore, a project completed correctly the first time, after the appropriate amount of information gathering and research, can lead to fewer edits, less reworking and fewer reiterative meetings down the road. Invest early and reap the benefits of better, more efficient and strategic work. Don’t slack on the creative briefs!