Successful marketing campaigns depends on awesome creative briefs
It can sometimes be challenging to create the perfect creative brief, making creatives with no intention or insight in what is compelling to the target audience is just a waste of time. There’s already too much of it out there!
You might be working within account management or as a marketing coordinator and is eager to find a way to succeed in briefing creatives and their volatile minds, so the output will stand out in the crowd. The complete answer will not be found here but hopefully you’ll get inspired on how to improve your briefing.
Knowing the value of creating a good creative brief is a first. It’s one of the best investments in time and for sure not to be underestimated. From the creative’s perspective, a thorough creative brief is optimizing the whole process and a huge motivation as they know about expectations, deadlines and can make the work their own in a way the brief allows them to, without having to ask too many questions. Showing mutual respect for the work the creative do is crucial too.
Starting everyone off with a shared set of goals and expectations is key to a good process and a reason why we even write creative briefs. Here’s what you should have in mind:
Be thorough, brief and focused
A creative brief has to be to the point, but don’t assume prior knowledge. Make sure that the creatives know what you know.
Start by clarifying: What is the project about? What are the key challenges that the client faces? What are the USP’s? When is deadline?
The purpose of communication
What does the client want from this activity? Is the assignment a big campaign or just a few posts on social media? What are the intention and what is the campaigns objectives? This information will be the focus of everything the creatives do from now on, so make sure this is as specific and thorough as possible.
What are we up against? What are the competitors doing well? How can we do better and/or different?
Who is the target audience?
Strategic planning plays a big part here and is indeed important if you want to make a campaign to remember. You might’ve been given some demographic information about the audience from the client. Dependant on how thorough these insights are you might need more to make sure the final output is on point. Therefore, it is important to do some research about the target audience before handing on the creative brief.
Include tone and brand voice in your creative briefing
If the brand was a person… Who would it be? Which values, style, ambitions, visions and goals would it have?
The result of this question should sum up to be a reinforcement of the brand’s voice aligned on all channels and designs.
Include media budget and recommendation for each marketing platform to be used for the campaign. Rights are also a part of this; for how long time should materials count? Are there any geographical restrictions (alcohol, gender focus, political)? Which rights are necessary for the chosen channels?
Add budget in you creative brief
Always, before you roll out the big machinery have an eye for the budget. How do you meet expectations within budget?
One brief – One message
What is the one thing we are going to communicate? ONLY ONE! Make it short and in one sentence.
Now, imagine a campaign made from a thorough creative brief and a campaign with no brief. Safe to say – it will not be the same and they will probably be done within two different time scales. Doing the preparatory work and prioritize the first steps always pays off!