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.