For some, the creative brief is just a necessary document with instructions required to complete a project. For others, it’s an opportunity to share the vision and mood of the initiative. Nailing it could be harder than thought. Let us introduce you to 5 tips to get it right.
The person for who the brief is written most probably is somewhat aware of who you are. However, introducing yourself isn’t only about stating the company name, years in business, products sold and marketing techniques. Tell them about your vision, your values, the culture, how things are done, how you communicate. Those intangible aspects are the things that make you the company you are and isn’t it what you want to share in the project? The mood is passed on from your company, through the people executing the brief, up to the end client. So try to really introduce yourself.
Don’t underestimate visual
Well written and clear text is super important but visuals shouldn’t be underestimated at any times. Treat your creative brief like a children book. Good written story is nice but once you can get some illustration over the mood of the characters everything becomes better. But do not stress. We are not talking about quality, carefully selected photographs and high-end illustrations. Rough sketches or nice graphs will do the job.
Be clear about deliverables
While writing your brief you most probably know what you want to receive in return. Is it a PDF document? Is it a selection of hard copies, quality images and marketing campaign plan? Be clear about what you expect from the executing party. This way you will avoid any delays caused by misunderstanding. But not only that, it will help the other party too. Knowing expected deliverables gives a sense of direction and allows careful planning. So to make the world less complex, just tell them exactly what you want.