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…
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.