Essential elements of a great creative brief
- Title and description. First, give your creative brief a title. Provide a short description of the creative work so team...
- Goals and objectives. Why are you working on this? At this point in your creative brief, you want to define the specific...
- Audience. Outlining your target audience will help better tailor your creative...
What makes a good creative briefing?
Keep it short and sweet – be as brief as you can be. With that in mind, a brief doesn't have to include all of the available information. The document should be clear, easy to scan, and actionable – it should take no more than 5 minutes to understand the project and its objectives.
What do you write in a creative brief?
How to Write a Creative BriefDecide on a name for the project.Write about the brand and summarize the project's background.Highlight the project objective.Describe the target audience.Interpret the competitive landscape.Prepare the key message.Choose the key consumer benefit.Select an attitude.More items...•
What should be in a good brief?
Here are the general steps you should take to write a brief:Explain the goals and motivations. You should start your brief by writing about the project background and brand. ... Highlight specific objectives and challenges. ... Describe your target audience. ... Examine competitors. ... Ask for feedback.
What are the 7 parts of a design brief?
7 Key Elements to A Professional Creative BriefNeeds of the Client. The team needs to understand the requirements of the client. ... Market and Audience Demographics. ... The Scope of the Project. ... Competitor Analysis. ... Business Brand. ... Deliverables. ... Deadlines.
What are deliverables in a creative brief?
A creative brief is a short, one-or-two page document that is used by the creative professionals on a project for guidance when making creative deliverables. These deliverables can include visual design, copy, advertising, websites and more.
What are two qualities of a good brief?
To achieve the qualities of an effective brief, it helps to keep in mind some of the core building blocks:Project summary. This section provides a complete description of the project. ... Background context. ... Design problem. ... Target audience. ... Objective. ... Guidelines. ... Timeline. ... Deliverables.More items...
What are the 5 parts of a design brief?
The anatomy of a design briefCompany profile. ... Project overview. ... Goals and objectives. ... Target audience. ... Design requirements. ... Budget and schedule.
How do you deliver a good brief?
How to Succeed in Your BriefingKeep it informal. Team briefings are designed to be a more laid-back style of meeting compared to a more formal setting. ... Be brief. ... Shoot for clarity. ... Stay in control. ... Be engaging. ... Stay positive.
What are the 6 elements of a design brief?
What Are The 6 Elements of Design?Lines. The first and most basic element of design is the line. ... Shapes. The second element of design is shape, when a two-dimensional line encloses an area. ... Colors. Color is another powerful element of design. ... Typography. ... Texture. ... Space.
Why is it important to have a creative brief?
With a creative brief, it’s easier to maintain consistency when there are several “cooks in the kitchen” contributing to the campaign, or a single cook that can fall in love with their own work .
What is a creative brief?
The creative brief, (or creative briefing) is the game plan for any type of marketing campaign, including direct mail. It serves as the the agreed upon set of definitions, goals, budgets, timelines, offers and messages for the campaign. In today’s multi-channel marketing world, the creative brief serves as the go-to document to make sure ...
Why should you describe an offer in a brief?
Because the offer is what motivates response, describing it in the brief makes it easier for your creative team to “sell the offer” – a standard direct mail best practice. Yes, your product and offer may seem similar, but be sure that the focus is on the action you want someone to take, not just benefits and features. 5.
Why do marketers use a creative brief?
Much like planning for continual testing, savvy marketers, agencies and companies use a creative brief process to make sure they are “dotting the i’s and crossing the t’s”.
How many benefits should be included in a creative briefing?
This section of the creative briefing should include three to five benefits of the offer, plus additional information on the product or company if that seems appropriate.
What should be included in a creative brief?
The creative brief should include a budget, guidance on words and phrases that should be avoided based on compliance issues, a schedule, and a point of contact for additional questions about the project.
Why do creative professionals measure their work against the brief?
Creative professionals measure their work against the brief because it makes answering the question “is this work any good?” a lot more objective.
What is a creative brief?
A creative brief contains project details including the project’s purpose, goals, requirements, messaging, demographics, and other key information. Usually developed in the project initiation phase, a creative brief will help a creative team better understand a project from the start, and may be presented to key stakeholders and clients.
Why do you pat yourself on the back for your creative brief?
If your creative briefs include these principles, then pat yourself on the back because you have effectively implemented creative briefs into your workflow. Like so much in creative work, the perfect creative brief template is not built in a day.
What is tier 1 in creative?
Tier 1: Non-standard, non-iterative, highly conceptual work —This work is the most prone to being ambiguous, which means creative briefs are a must—otherwise, team members will either stress out from not knowing where to start, or get started with a high risk of going in a completely wrong direction.
What is the best practice for an agency?
If you're an agency or an in-house agency the best practice is to have the representative from client services or the assigned account manager meet together with the client to go through the creative brief.
What to do if you are an in-house creative services team?
If you're an in-house creative services team, you will need to determine what process works best for your team's unique workflow. Perhaps it makes the most sense for the creative director to meet with the internal client to fill out the brief. Maybe your team has traffic managers or production managers that would better fill that role. At the end of the day, the thing you want to avoid is sending a document to the client to fill out on their own. This can lead to a number of problems:
Why is it important to set clear expectations?
This is a direct result of setting clear objectives, aligning with business objectives, and vetting expectations up front. When everyone’s time is valued and expectations are made clear, it’s easier for the team to hit their mark, remain invested, motivated, and proud of their work.
Why is the "how" section important?
This section is especially important for external agencies that may have to learn a whole new brand with every project. This is where the "how" gets answered, where you clarify the tone, color, font, size, logo specs, and any other guidelines related to the project.
Why is it important to know what to put in a creative brief?
However, knowing what to actually put in one will save you significant time and reduce back and forths with your creative team. You can avoid having to circle back to questions and conflicts down the road by putting the appropriate information in your creative brief up front.
What is a creative brief?
A creative brief serves as the inspiration and guide to a body of work that typically involves team collaboration between designers, copywriters, content marketing, and other departments. The goal is to get all stakeholders aligned with creative requirements, establish key messaging, manage expectations, and make it easy for ...
Why is a creative brief important?
Among other important elements, your creative brief is your opportunity to define the scope, deadlines, and deliverables specific to the creative part of your project. Overall, a creative brief helps keep everyone on the same page—reducing feelings of frustration or confusion—while making sure no part of the design process is bottlenecked.
What are the elements of a creative brief?
Keep in mind that your brief may contain more elements—and you can certainly add them as they relate to your work—but the criteria mentioned below should be part of nearly every creative brief. Title and description. Goals and objectives. Audience. Messaging and tone. Assets and deliverables. Stakeholders. Budget.
How to tailor your creative to your target audience?
Outlining your target audience will help better tailor your creative to them. Look for specific insights, as those become your gems of valuable information. Get clear on who will be consuming your deliverable (video, ad, etc.). Try your best to define what that person looks like by outlining demographics such as age, gender, income level, marital status, or education level.
Why do we need a creative brief?
There is a long list of reasons to create a creative brief. The most important reason is also the simplest: it is standard agency practice. Your clients will expect a creative brief before they sign-off on a project. And your creative team will expect it before they can start working.
What is the key to writing a creative brief?
A deep understanding of the target audience, its wants, desires, and tastes is crucial for writing a creative brief.
What is the most sacred ad document?
As Will Burns of Ideasicle says, the creative brief is the “most sacred of all sacred ad documents”. From the choice of font in a print ad to the overall theme of the campaign, everything springs from the creative brief .
What is creative campaign?
A creative campaign starts and ends with the product. After all, this is what you're tasked with selling. If you don't understand it well, you can't expect your creative team to do a good job of it.
How many pages are in a creative brief?
A creative brief is a short 1-2 page document outlining the strategy for a creative project.
How long is a good book?
It's at most 2 pages long. A good one will usually be free of jargon and marketer-speak. Many will also be visual.
Is the end user of the creative brief the client?
It might surprise you to learn that the end user of the creative brief isn’t the client.
What is creative brief?
An effective creative brief gives writers, designers and videographers guidelines for what to include in a specific piece of content to ensure that it will achieve a marketing goal.
Why is it important to include a target keyword in your content?
The benefit of including a target keyword is that it helps you create a more data-driven creative brief, especially when writing for organic search. Picking a topic at random without any real sense for how many people are actually searching for it isn’t as precise as using an actual keyword with a monthly search volume, keyword difficulty score, etc. Using keyword data, you can discern a topic’s actual traffic potential, ensuring that your content creators’ energy is spent on content that has a strong chance of being discovered on the web.
How to find related topics on Google Trends?
Look at ‘Related Topics’ on Google Trends: Search for your topic on Google Trends, and then scroll down to the section titled “Related Topics.” You’ll see several related topics to your target keyword.
Why should digital marketing be fueled by data?
Because almost every asset you create for the purposes of digital marketing should be fueled by data. Sometimes, a data set can inform multiple assets; but in many cases, like if you’re trying to rank for a certain keyword, it can’t. This will become more clear as this post goes on.
Why is title ideation optional?
We say this is optional because title ideation is more part of the creative process than the creative-brief process. You could just as easily make a note instructing the writer to use the exact keyword in the title, and let them do the creating from there. It’s really up to you.
Is a creative brief the same as a brand guide?
A creative brief isn’t the same as brand guidelines.
Do creative teams need to understand performance indicators?
Your creative team doesn’t need to understand key performance indicators to make awesome content.
How to develop a creative brief?
The first step in developing a creative brief is deciding on a project name. This might sound simple, but it's one of the most critical components of a creative brief. If you're building a campaign around a brand new product or service, the campaign name will be the first time many members of your team will be introduced to it. Referring to the campaign (and therefore product or service) by the correct name prevents the game of telephone from happening. Without a specific and clear campaign name, people will make up their own terminology which can alter the intent of the campaign.
How many pages are in a creative brief?
Therefore, a creative brief is typically made of eight sections that can fit on one to two pages.
Why do marketers use a key consumer benefit?
That's why marketers and creatives use something called a key consumer benefit (KCB) in the creative brief to keep everyone aligned on the primary benefit being communicated. To choose the right KCB, you'll want to get input from the project stakeholders and rely on consumer data to guide the decision.
What is a brief for a project?
A short guide -- often created by a consultant or a creative project manager -- that sums up a project’s mission, goals, challenges, demographics, messaging, and other key details. The brief is often presented to a client or company stakeholders before the project gets underway. The idea of a creative brief sounds simple, ...
What is the first step in a successful project?
The first step in any successful project is drawing up a game plan with a clear objective. That’s why marketers love creative briefs. But if you’re just starting out in a creative role, or are taking on your first gig as a designer or consultant, you might not know how to write one effectively.
What is the purpose of the brief area?
This area is meant to set the tone of your entire brief. It allows you to show your team or your client that you understand their mission and project motivations. It also provides a list of company goals that you can keep in mind while aiming to develop an on-brand project.
What is a brief in marketing?
A creative brief is a short document that sums up marketing, advertising, or design project mission, goals, challenges, demographics, messaging, and other key details. It's often created by a consultant or a creative project manager. The goal of a brief is to achieve stakeholder alignment on a project before it begins.
