So, what is a creative brief? It’s quite simply a document that explains the ins and outs of your project for your creative team, agency, or designer who’ll be working with you. Think of it as a blueprint.
Now it can take a bit of time to develop a great creative brief, but in the long run we promise it will be worth it. Here are 6 tips to help you on your way:
The first thing you need to get across when writing a successful brief is what this piece of content is. Is it an advert? A mission statement? A testimonial?
Your creative team will need to know all the basic info first too: how long it needs to be, where it will be shown and the target audience.
It’s important that the message you are trying to convey through the content is clear from the offset. This will keep it focused and on point every step of the way.
Useful questions to ask yourself are:
Be clear about what the content should consist of and, if facts and stats are important, make sure these are given early and accurately.
All the other elements should come together in a style that stays true to your company ethos and your customers. Use references you’ve found in the world around you. Whether it’s a YouTube clip or a still frame from something you’ve seen that you think is a good starting point. There’s no such thing as too much info at this point. Formal? Informal? Upbeat? Documentary?
Be really clear with your creative team on what you are expecting from the content. This will help them understand what they need to deliver.
It could even be a list of points/shots you need to cover in the content.
The more you can list your needs and expectations the better equipped your creative team will be at creating the perfect content. And our clients tend to involve us in the creative brief development as our experience helps guide the process.