How to write a creative brief

How to write a creative brief

The key to creating a good brief is research.

When you engage a creative agency; the better the brief, the better the results.

A good brief is supported by sound research – the things you know about your product and market and the things you understand about your customer. Before you start it’s well worth creating one sentence that says exactly what you want to achieve – it’s your ‘elevator pitch’. If you only had 30 seconds to tell someone what you’re looking to achieve – what would you say? Keep this as your focus when writing your brief. So where do you start?
  1. What’s your objective? What are you trying to achieve with the communication? Are you launching a new product or targeting a new market? Do you have a special offer or incentive to promote?
  2. How is your product/service positioned? Are your customers loyal to your product or brand? Where do they position your product in terms of value? This is the time to reposition your product – be different. Make your usp (unique selling point) clear.
  3. What personality does the brand have or need to reach your target audience? It’s no good giving your brand an edgy personality if you are selling a product that needs to be solid and reliable. Set the right tone with your communication.
  4. Who is your target audience? Who are you trying to reach? Profile your target audience, what do they buy, where and how often. What action do you want them to take – visit your website, buy your product, book an appointment etc.
  5. What technology/media should you use? What will give your communication the best fit with your brand personality, your product or service and your target audience.
By following these simple steps, you’ll be on your way to a successful creative partnership. But don’t forget to include who in your business will be signing off the creative and the stakeholders who may be involved – or it could cause you problems later on. Remember your brief is there to make it easy for the designers to get creative, include your ideas but don’t forget you’re paying for their creativity.
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