How to Write a Good Creative Brief!
In my professional life, I have to brief a lot of companies. Some work has involved briefing creatives, which is a skill and a half in itself, because creatives can be highly strung and need clear guidelines. Without clear guidelines it is possible for them to go off at a tangent, and trust me that's the last thing you want.
The importance of a good brief is paramount. Get it right and you will get consistent branding and more importantly you will get what you want in terms of promotion and sales. Get it wrong and you will get something that just won't work.
Here are just a few ideas, I have picked up so you can provide your graphic designer or PR agency with a watertight brief so you get what you want.
1. Provide a detailed description of what you require.
Make sure you cover all angles and points which could be misinterpreted.
2. Make sure they understand the values of your company and brand.
Unless they understand this, you will probably end up with something inconsistent with what you believe your brand/company to stand for.
3. Describe the Target Audience.
Your agency needs a full understanding of who they are writing/designing for and what the audience needs/desires. This understanding needs to be to a level to allow them to accurately identify the target group.
4. What is the principal purpose of the communication?
Most importantly you should clearly explain the point of the communication. Many a well-written piece of advertising has failed to deliver, simply because the writer was never given a clear view of what was expected. The more precisely this question can be answered, the better the agency will be able to deliver a clear communication to your exact requirements.
5. Provide a Clear Deadline
Lastly you need to give the brief a deadline so your agency can go and manage the task properly...so that they can provide you with the results you are looking for on time.
For more tips, click on General Business tips to help your business .
Ian Lockyer
www.easimarketing.com