[This is the second post I’ve written on the creative brief; to read the first, click here.]
A good creative brief is a simple framework for making decisions on everything creative: key words/phrases, promo copy, visual designs, drama or video storylines… it’s your project guide, helping your team stay on course as you create and implement.
Ours starts with four questions:
- Challenge. What’s the challenge people are facing that we’re trying to help them with? What problem are we trying to solve?
- Audience. Who are we targeting, primarily? If we had to pick one person that our message best resonates with, who is that? Describe them in detail. This isn’t about a demographic profile, but rather their psychographic profile.
- Response. How are we hoping people will respond, in thoughts/words/actions? What do we want them to do differently, as a result of this project?
- Tone. What’s the tone, the vibe, the feel you’re hoping to create? Is it edgy, family-friendly, brooding, irreverent?
There are many templates for creative briefs that are more in-depth, more complicated and detailed than this. Some of those may be better suited for your needs.
But if you don’t currently use a brief in your creative process, start with this one. It can make a huge difference in how effectively your team operates.