8 Simple Steps To Write A Creative Brief. A game plan is the first step to a successful project. It should have a clear goal. This is why creative briefs are so popular with marketers.
The creative brief is a guideline that guides a project from conception to completion. It communicates clearly the purpose, scope, timeline, and key stakeholders, as well as the purpose of the project. Everyone involved in a project has to know the creative brief. The creative brief is the single source of truth for all project participants.
This article will help you write creative briefs that are both effective and efficient, whether you’re starting in a new creative role or taking on your first consulting or design job.
What is a creative brief?
A creative brief is a document that summarizes the marketing, advertising, or design project’s mission, goals, and challenges. It also includes messaging and other important details. A consultant or creative project manager often creates it. A brief is used to ensure stakeholder alignment before a project begins.
You can talk with project stakeholders, whether you are a consultant presenting a creative brief for a client or a project manager presenting the brief to your team. This discussion will help to understand your company’s mission and project goals as well as the challenges faced by your team. You’ll then have enough information to create a compelling brief that emphasizes what is most important for your client or company.
Although the idea of a short creative sounds simple, it can be difficult to fit a lot of information into a few pages. A creative brief typically has eight sections, which can be fit on one or two pages.
The creative brief is a standard document within any marketing, advertising, or design department. The format of a creative brief can vary depending on the client or project. This is the basic outline of your creative brief. This outline outlines the key steps of the creative process as well as information relevant to all stakeholders.
Steps To Write A Creative Brief
1. Choose a name for your project.
The first step to developing a creative brief involves naming the project. Although it may seem simple, this is one of the most important components of a creative short. The campaign name is the first thing that many people will see when you build a campaign for a new product or service. The game of telephone is prevented from occurring by referring to the campaign (and the product or service) with the correct name. People will create their own terminology to describe the campaign without a clear and specific campaign name.
Keep your campaign or project name short and creative when creating a creative brief. You can use a few words or a single sentence to describe the project. When launching a product for the first time, determine the call to action for your target audience and then focus the name on that.
2. Write about the brand and briefly summarize the background of the project.
The company background is another important but simple section. This is a mandatory section if you work in an agency environment. Your team will likely be handling multiple client campaigns simultaneously. This part is still important if you are creating a brief for an internal project. Your internal team will be able to provide background information that vendors, freelancers, or new hires will appreciate.
It is not necessary to include a summary of the company’s history or copy and pasted sections from the about page. This should be tailored to the specific project. Start the scene by introducing the brand’s mission in one or two sentences. Next, add a few sentences about the brand and the reasons for the creation of the project.
Some creatives combine this information in one paragraph. Others separate it using headers such as “Brand Statement” or “Background.”
These are some questions you should ask yourself when creating a company background for your creative brief.
- Is this the first time such a campaign has been launched by the company?
- Why did the company choose to launch this campaign now?
- What is happening in the market, and how will this campaign react to it?
3. Make sure to highlight the project’s objective.
This is where the creative brief becomes more specific. The objective of the project should briefly explain the purpose and timeline of the project as well as the target audience. You can write it down in one or two sentences, but you have the option to make it more complex by having sections.
This section of the creative brief will help you to emphasize why the project is necessary. Your team and you will be able to agree on the project’s goals by focusing on the goal aspects. If your client or company has not identified major problems, you can concentrate this section on goals. Define what a successful project looks like and how it will benefit your company.
4. Describe your target audience.
Next, you need to identify the target audience. This is the market segment that will benefit the most from the new product or service. You can go further with audience segmentation by identifying primary and secondary audiences. This will allow your team to explore creative ideas that may resonate more with one audience than the other.
Be sure to include these points when writing the section for the target audience:
- Demographics: This simple demographic information provides insight for your team into who your audience is. This data includes information such as age, income, ethnicity, occupation, and education.
- Behaviors: Buying habits, trends, customer history, and other customer information make up the target audience’s behavior. These give context to the creative brief as they describe the customer’s buyer journey.
- Psychographics: This describes how your audience feels about you and the products or services that you offer.
- Geographics: It is important to include geographics in the creative brief in order for media buyers to price ad space in each market.
5. Prepare the key message.
Because everyone will have different opinions about the key message, it can be one of the most challenging parts of the creative brief. This simple trick will help you get more buy-in. Ask yourself, “We’re launching the project, so what?” What is the so? Your key message. This message explains why your target audience needs to stop doing what they are doing and pay attention.
The key message is to identify the pain point and describe the audience’s experience without it. Also, the benefits they will receive from your company’s solution. This framework puts the customer at the center of the campaign. This framework positions the customer as the protagonist in the journey from problem-solving to a solution.
6. Select the most important consumer benefit.
There are likely to be many benefits and features that your target audience will enjoy when you launch a new product. It can be difficult to create a campaign that focuses on multiple features. To keep everyone on the same page, marketers and creatives use a key consumer benefit (KCB), which is a way for creatives to communicate the primary benefit. You will need to consult the project stakeholders to determine the best KCB. Consumer data can also be used to help guide your decision.
7. Decide the best call to action.
Your audience must do something once they see your advertisement. CTAs don’t need to be tangible actions. CTAs can have the goal of changing perceptions and thoughts about your brand. This doesn’t necessarily require that the audience do anything.
You might have multiple CTAs in your creative brief, especially if you have primary and secondary target audiences. It’s good to have only one CTA that drives your project objective, as we discussed earlier.
8. Draw the distribution plan.
Once the project is completed, it’s important to ensure that your audience sees it. You will need to list a few platforms or channels where you intend to announce the launch. Any promotional content that you plan to create.
Think about who you are targeting when writing this section. Do not waste your time with a promotion strategy they will never see. If you want to promote a project to Gen Z, social media is better than billboards and newspaper ads.
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