Outsource to Us outline the 13 questions that need to be answered when doing a creative brief.
No one knows your business better than you. You know what you like and what you don’t like. What problem is this project solving? What are the objectives and expectations? Do you have a vision in mind and is it realistic? What is your company’s culture, your customers and your products and services? What is your unique selling proposition?A well-produced creative brief is a critical reference tool in the creative process facilitating clear and thorough communication for all key stakeholders. And will result in a higher quality of output, building trust between all key stakeholders and provide a return on your investment.
You need to consider today everything can be tracked, analysed, measured and monitored. So it is vital the project/campaign demonstrates its contribution in achieving business objectives or solutions you desire. If you spend time outlining the goals you will provide the creative team with the information they need to create a successful project/campaign that will achieve your desired results.
Typical questions that need to be answered when providing a creative brief
WHAT IS REQUIRED?
List requirements. (i.e. brochure, press, poster, outdoor, tvc, radio, branding etc)
WHAT IS THE BUSINESS OBJECTIVE?
What business improvements would you like to achieve from this project/campaign?
WHAT IS THE KEY IDEA WE WANT TO CONVEY?
What is the key message you would like to promote in this campaign?
WHAT ARE THE STAND-OUT ATTRIBUTES?
What about the product, brand or service is compelling enough to get people talking.
WHO IS THE TARGET AUDIENCE?
Age, gender, socio-economic standing, ethnicity, location etc.
WHAT IS THE TONE OF COMMUNICATION?
Are we being serious, light-hearted, honest, conversational. Try to capture in one word.
ARE THERE ANY INITIAL MEDIA CHANNELS IDEAS?
TVC, Press, Radio, Online, DM, eDM, SMS, Outdoor, Transit, Magazine, Viral, Street, Interactive, PR, etc.
DESCRIBE THE COMPETITIVE ENVIRONMENT?
Is this a competitive category? Give an overview of competitor activity including media channels and market exposure. Collate information from client and research online/public sources to supplement brief.
List any MUST HAVES including brand elements, contacts, legals etc. Provide Brand Guidelines if available. What is the ‘Call to Action’ if required?
Set your desired deadline(s) and develop a timeline/schedule working backwards from the deadline date(s).
WHO ARE THE DECISION MAKERS?
If your project involves the approval of various people, ensure they have had adequate input in the brief or have thoroughly reviewed it.
Collate any examples of similar projects/campaigns you like. Consider the colours, imagery or typography in the examples and provide a rationale on why you like them. Pinterest is a great tool for collating examples.
Review and Refine
Collectively review and refine your brief and get sign off before any work begins.