What is a creative brief?
Creative briefs lay out the goals and requirements of any project in an organized, clearly understandable fashion for the creative team members—writers, editors, designers, videographers, etc.—who will be carrying out the project. They may also describe the methods which will be used. A creative brief is the key to achieving the goals of any marketing campaign, whether it involves producing ads, podcasts, promotional videos, email content or other marketing collateral.
Briefs are developed over the course of meetings, discussions, readings and brain-storming sessions. They take a range of factors into account, including goals of the business, brand requirements, the target audience, competitors’ strategy and other elements. Creative briefs can be tailored for a specific project or campaign, or they can be more general and used again and again.
Objectives of Creative Briefs
In general, a brief looks to realize the following goals:
– To align the work that is produced with the brand values of the client or company
– To harmonize content with the goals of the business
– To lend a unique position to the client or company
– To empower marketing and creative teams to create high-quality, relevant content
– To elicit a response from the targeted users
– To enable the audience to understand the client’s message
What makes a great creative brief?
A creative brief has to be clear, to the point and organized to be effective. One that’s too long will hinder efficient production. A brief that’s too dry may fail to hold the attention of its users. It’s necessary to create an engaging brief that presents the information in an interesting and clearly understandable way. Vagueness is the enemy of a good creative brief.
What questions are answered by a creative brief?
Creative briefs present an effective response to some questions/issues by engaging the target audience in a fruitful manner. They often aim to answer customers over range of doubts, like:
– What is the problem and whom this problem belongs to?
– What is the “motive” behind the problem?
– What solution do you offer?
– Why people would trust your solution?
– What would the ingredients of the solution?
– How to communicate the solution?
– What customer response this solution expects?
– What feelings our solution offers for people?
– How to know the problem is solved?
Marketers and content managers won’t settle for anything less than excellent content that meets their brand requirements and campaign goals. Only an excellent creative brief can achieve the results a marketing campaign sets. So, plan accordingly and make sure to meet those expectations with a creative brief that rises to the occasion.