Get the Best from your Briefs!22nd October 2015 / Tony Casson / Design
A good creative brief can be written in lots of ways. Each company is different and will approach it based on their own outlook or brand profile. Although there are no set rules to ensure a great brief, there are some key factors you should consider in coming up with a masterpiece. The most important details to pay attention to in the process of writing a creative brief are:
WHAT ROLE DO YOU INTEND THE BRIEF TO PLAY?
In other words, what do you desire to achieve in such a kind of communication. This is a very crucial factor in brief writing. In fact, it is the motive/driving force behind coming up with a brief. What is so unique about your idea and how it is different from what your competitors have been doing are some of the questions you will address at this point.
WHO IS YOUR TARGET AUDIENCE?
Once you’ve established your goals and desires, you need to assess who you are targeting with this brief. It is very hard to reach out to people unless you have a pretty good idea who you intend to target, where they can be found and more importantly what can pass as appealing to them. Here, you ought to be distinct and to the point to avoid grey areas.
WHAT ROLE WILL THE PRODUCT/BRAND PLAY?
This comes after ascertaining your target audience. Only then will you be able to understand the role your product or brand plays in their lives. You need to put a lot of emphasis on their emotional, functional and even lifestyle needs; then show us how your product will ensure the following are met.
WHAT IS YOUR PROPOSITION?
Here, bring up creative ideas to be used in the campaign. Formulate campaign strategies and evaluate how effective they will be. At this point, you can also list down the campaign media you intend to use.
WHY SHOULD THE CONSUMER BELIEVE IN YOUR PRODUCT/BRAND?
It is natural for consumers to doubt products before they purchase especially if it is new in the market; probably because there is a wide variety to choose from. So how are you going to make them believe your product/brand is the real deal? Why should they choose your product over any other? It is up to you to win their trust.
OPTIMISE YOUR BRIEF WRITING SKILLS.
It is often said that first impression goes a long way. People will be quick to turn down a creative on the account that the first impression wasn’t up to their expectations i.e. the brief was poorly drafted.
GIVE LIFE TO YOUR BRIEF.
A paper brief is a great way to go. However, a face-to-face brief is even better. This way you are able to connect with your target audience at a personal level and even invite questions from them on areas they need clarification.
STAY FOCUSED AND CONFIDENT.
This goes without saying. The best way to win someone else’s trust is by first trusting yourself. Show them that you are confident in your creative and leave them with no option but to believe in you.