A thorough, detailed creative brief isn’t just paperwork – it’s the blueprint for your project’s success. Too many businesses rush through this crucial step but investing time in completing a detailed creative brief pays dividends. We won’t pretend it’s easy but we do promise it’s worth the effort. Let’s explore what makes a brief truly effective and why this benefits the brand as much as the agency.
What makes a stellar creative brief?
- Your brand story. Share what makes your company tick. What are you about? What are your USP’s? Do you have a mission statement? If so include it.
- Clear objectives. Basic but essential. Think carefully about what success looks like. If you say you want to raise awareness but actually want sales you’re likely to end up disappointed.
- Project scope. However large (re-brand) or small (new logo) your requirement is, clearly letting us know what you want eliminates confusion and keeps us all on track.
- Timeline expectations. Need something yesterday or are you planning months ahead? Projects delivered at speed differ from those where we’ve had a bit more breathing room.
- What you like. Are there any aesthetics you think encapsulate your brand? Are there any other brands you admire? Sharing these gives us insight into your design inspiration.
- What you don’t like. Hate pink? Tell us! Setting boundaries from the get-go prevents revision cycles and frustration on all sides.
- The deliverables. Letting us know what format you’ll be using the work for allows us to produce assets tailored to your needs.
- Financial parameters. Transparency about your budget allows us to maximise your investment. We’ll be as flexible as we can be whilst managing your expectations.
How does a good brief benefit your business?
A brief isn’t just for the agency’s benefit, it’s helpful for the client too.
- It speeds up the process. Clear direction = fewer revisions and faster completion. We understand your vision from day one.
- It generates a creative framework. A good initial brief can become a template for future projects, creating brand consistency and streamlining future collaborations.
- It allows us to manage expectations. looking for a re-brand for £150 by next Tuesday? Probably not going to happen but with a good brief we can have an honest conversation about what’s achievable.
- It focuses the mind. The process of articulating who you are and what you want often reveals insights about your own business priorities and direction.
- You get work that better aligns with your vision. Vague briefs force creatives to fill in the gaps themselves, forming assumptions that may miss the mark. With a comprehensive brief we’ve got a much better chance of correctly interpretating your ideas in a way that resonates.
In short, we love a good brief. If this has got you thinking about what you need from your creative agency, drop us a line. We’re happy to provide as much help as you need to make sure your creative reflects your brand and values.