Great brand advertising needs a real insight -- a fundamental human truth that we can leverage to drive growth. Often the insight provided feels manufactured to meet the brand benefit, or the insight is a real human truth, but not one that the brand really has the ability or right to truly leverage. We definitely have played with the brief format over the years — and have shared all our thoughts and modifications directly with various clients for their feedback. Creatives, and consumers for that matter, for the most part are visual thinkers, yet the typical creative brief from a client is words only.
Our visual briefs have words, but also have a whole page of visual inspiration including cultural context, category heuristics and consumer affiliations. Stay signed in. Forgotten password? Get the very latest news and insight from Campaign with unrestricted access to campaignlive.
Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day. The perfect client brief is all of these. And about one hundred other things. Close Join a growing community of media, marketing and advertising professionals today Read exclusive registrant only articles Read more articles each month Sign up for free specialised news bulletins Register Now Already Registered? Email address. Become a member of Campaign Get the very latest news and insight from Campaign with unrestricted access to campaignlive.
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Become an advisor Become a setup partner View setup partner directory. Enjoy a 14 day free trial when you sign up today No credit card required. Target Audience This section of the creative brief involves a detailed profile of the target audience.
Questions to ask: Who is your customer? Do they buy for themselves or someone else? What are they interested in? Communication Strategy The communication strategy basically explains how you're going to get the client's message to their customers. Measurability How are you going to measure the effectiveness of the campaign?
Competitive Positioning This section deals with the competition, and what they're doing. Project Specifics In this section, you lay out the specifics of the project — the format, scale, size, etc.
This section might also include the budget, timeframe and deliverables. Tips for a successful creative brief Creative cloud, from Inkhead. Keep your brief simple — don't use lots of jargon. Both your client and your creative team need the brief to be clear and concise. Use a template — such as that outlined above. By sticking to a known formula you'll quickly develop a method for producing effective briefs. Work with the client — use their input to generate the brief — don't just write it and get them to approve it.
The process of writing the creative brief helps to client to solidify their own ideas. Refer to the brief — when you've created the brief, it should be the central focus of the project.
Don't just toss it aside and do your own thing — a good brief enables your team to be creative within certain parameters. Control the strategy, and give the creative freedom — not the other way around! Think long term — help the client to understand how their project has to impact their long-term business goals. Keep it simple!
I can't stress this enough. Focus on a single, simple brand message and how to get that message across in an effective way. How do you write creative briefs? Do you have any tips to share? Start free trial. Steff Green is one of WorkflowMax's resident wordsmiths, writing everything from website pages to blog posts, ebooks, emails and everything in between.
Steff is also an award-winning author, with several fantasy novels available on Amazon. The perfect client brief is small. The perfect client brief is more than just a piece of paper.
However, every client brief should include these elements:. This short section think one to two paragraphs should outline the company's goals, as well as background on the company history, branding info, and place within the industry. Examples of objectives you would add to a client brief include more product sales, more website visitors, more phone calls to the business, increased NPS score , more consistent website branding, etc.
This short section is essentially a list and analysis of key competitors. Some questions you may want to answer in this section include:. Explain the business problem concisely in one or two sentences if possible. Here are a couple of examples of how this sentence will read:. In this section, you want to offer a high-level overview of your solution s that can be expanded upon in the website proposal.
In order to create a realistic ROI, you will need to compare local competitors that operate at the same scale as your client. Protip: This should be the most inspiring part of your client brief. Don't wallow too long in the problem s. Then, focus on the unlocking mechanism. The perfect brief is one that's just as inspiring as it is instructive.
This is where you want to include why your solution solves for the business problem. This is also where you want to emphasize how the solution will achieve the previously stated ROI goals. The client brief is without a doubt one of the most valuable tools any web design agency has in their tool box when it comes to managing clients and their expectations.
High quality client briefs inform the entire relationship between you and your clients and ensure each project is a success. They also reduce miscommunication and scope creep.
With a little effort, putting together strong client briefs for every customer can quickly become something you and your team do well. All posts.
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