Tips on Writing a Creative Brief
Writing a creative brief is not as difficult as you may have imagined. Here are a few tips that can help you write a winning creative brief.
What is a Creative Brief?
A creative brief encompasses the vision and guardrails of a creative project. It covers all marketing touchpoints of a project and allows the clients and the creative marketing firm to keep track of the progress. A great creative brief may also document the partnership between the client and the agency. You can think of it as a blueprint that will help you shape the goals and strategies for the project.
Start With "Why"
An excellent way to start the creative brief is to identify why the project is necessary now. Why the client needs it, and what value should it bring to the client? This will help the designer or the creative team to understand the context and shape the project accordingly.
Describe the Project
The second step in writing a creative brief is to explain the project. What is the project? What must be included in the project? What are the project parameters? What are the restrictions or limitations? Answering these questions will help you develop the goals of the project.
Explain Project Goals
It is best to focus on just a few overall goals and objectives of the project. While it is okay to include some details, make sure you don't overwhelm the creative brief with information. It is a good idea to briefly explain just the S.M.A.R.T Goals of the project.
Outline the Roles & Responsibility
As part of a creative team at a creative marketing firm, every member must be aware of their roles and responsibilities to the project. Also, outline factors like who should be consulted for approval throughout the project, who needs to be informed about the progress, etc.
Know the Audience
Taking the time to learn about the audience is an essential part of writing a creative brief. However, most people tend to overlook this aspect. Designers or the creative team often gets so involved with the client that they end up ignoring the interest and requirements of the audience.
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