How To Write a Creative Brief ?

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How To Write a Creative Brief ?
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How to write creative brief?

• From the beginning, a creative brief puts
  everyone on the same page before the launch of a
  project. Clearly, you cant design something that
  is not specified. Every project needs a purpose,
  objectives, expectations, and a clear reason for
  it to get materialized. In a creative brief, you
  articulate the vision and justify its benefits.
  You plan how you will target your audience.
• A well-written creative brief saves you time. A
  creative brief isnt just a document, its a tool
  that explains clear and thorough communication
  from the beginning of the design process. With a
  creative brief, accountability and communication
  are maintained and followed up. Establishing
  parameters at the outset goes a long way toward
  smoother process execution.
• A creative brief brings clarity upstream,
  minimizing difficult confrontations during the
  review and approval cycle. The creative briefing
  process is as much about anticipating hurdles as
  understanding and aligning objectives. Its
  better to get clarification during the planning
  phase than when youre in the middle of proofing.

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What does a creative brief contain?

• 1. Project background and context You need to
  know the why of the project. Know what are the
  challenges or the opportunities therein. Document
  only what is most important and relevant to the
  task at hand.
• 2. Target Group You should thoroughly know your
  target audience. Until or unless the
  beneficiaries are understood, you wont be able
  to package your offerings to the optimum.
• 3. Viable Deliverable details This is the phase
  where the client really unveils the overall
  vision they have for the project. In this phase
  questions are asked, clarifications sought, and
  two communication between the client and the team
  happens. The clients vision and expectations
  should be marked out as precisely as possible.

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• 4. Communication One should first understand
  what exactly is it that the project evokes. Then
  segment ones target group and finally structure
  the message sticking to both of these parameters.
  It is also called the big idea. The entire
  messaging happens around this idea.
• 5. Campaigning This is the section where the
  how gets answered. It is here that the
  clarification of tone, color, font, size, logo
  specs, and any other pertinent guidelines are
  communicated to the external world.

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What are the types of creative briefs?

• Creative briefs are called briefs for a reason,
  and not all creative projects look alike.
  Creative briefs dont always come in one size
  fits all packages. There are mainly three types
  of briefs
• Tier 1 Here the ambiguous part of the work is
  addressed. It specifies where to start and where
  to head on from there.
• Tier 2 Here the work is executed based on some
  previous testimonies. It deals with already
  defined and completed work and doesnt need quite
  the detail that a Tier-1 creative calls for. It
  should be used judiciously and with great
  caution.
• Tier 3 It is the briefest brief of all. Here a
  templated work is edited and revised. It
  shouldnt be done on auto-pilot and some
  attention to detail is required. The uniqueness
  of a project should be arrived at and accordingly
  conveyed.

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Who should pan out the creative brief?

• There have been debates about who should fill out
  the creative brief. Is it the client himself? Or
  is it the creative director? The designer/writer
  assigned to the project? Or is it the account
  manager? The answer is- it depends.
• To save time and later disappointments, have an
  initial meeting with your client to fill out the
  creative brief together and get clarification as
  needed. It applies to both whether youre an
  agency or an in-house team.
• Alternatively, you can also use Marketing Work
  Management software with built-in creative
  briefs. Here, upon the initial request, the
  client is required to provide certain information
  for the team. Even in this case, as a best
  practice, its recommended that you take the time
  to meet with the client and ensure that everyone
  is on the same page before production begins.

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