Creative briefs are frequently used to establish agreement between clients and marketing agencies. For the client, a clear creative brief demonstrates that the agency or consultant understands their expectations.
For the agency, they are able to gain client buy-in for the creative vision of a campaign. Creative briefs are also useful for kicking off internal marketing projects. For example, teams may use a creative brief to set the foundation for a blog redesign. Starting with a creative brief helps everyone stay focused on what they need to deliver.
Aligning in this way reduces unnecessary conflict and wasted time, driving teams to deliver better results.
Regardless of the audience, the benefits of a creative brief are the same:. Align around clear goals. Who creates a creative brief depends on how it is being used.
In an agency setting, a client will provide a high-level creative brief to the account manager about the work that needs to be done. The account manager then builds out a more detailed creative brief to be used internally in partnership with the creative director.
This creative brief is what guides the team's work. A new creative brief is crafted each time the client requests new work. For in-house teams, the owner of the project or program is responsible for creative briefs for internal teams and consultants.
For example, product marketing managers would write the creative brief for work related to a go-to-market launch. Like marketing campaigns, assembling the creative brief is a collaborative effort.
Speak to other stakeholders to make sure you understand all priorities and constraints. These details inform what you will include in your brief. Your creative brief must balance brevity with critical details. You want it to contain enough information to be useful but not so much that it is overly prescriptive. Your creative brief should answer the following questions:. Once you understand the answers to those questions, distill that information down into the following key components:.
Now that you understand the purpose and elements of a creative brief, you are ready to make your creative brief document. We have curated six templates for you to use that will help you get started quickly. When they have the same vision for the campaign, things will proceed smoothly throughout the campaign.
A service provider needs to understand the demographics the client wants you to target, so you have to spell it out clearly in the body. You cannot progress any further without it — the whole campaign will be lopsided if you get this wrong, and it will result in a lot of wasted time and resources. Jot down the market and audience demographic. You can sit down with the client and ask them questions about the same before creating the brief to eliminate any confusion and doubt.
The importance of this element in the brief cannot be overstated. The scope of the project is similar to the purpose of the project. It comprises of different parameters, including:. Goals: The goal refers to the result the client wants to achieve from this project. These are the metrics the client needs to monitor to know more about the success of the campaign. Process: The scope of the project also consists of the processes. It will mention the resources and the intended use of those resources and give you an idea of how the campaign will be moving forward.
The process highlights the internal working mechanism of the team. Every business has competitors. The competitor analysis also highlights the amount of risk which a project faces. By visiting our site, you agree to our privacy policy regarding cookies, tracking statistics, etc.
Read more. Accept X. Although different campaigns may be in need of different creative deliverables, all of your briefs will look relatively similar.
Keep in mind that the creative brief will serve as the jumping off point for evolving conversations as the creatives get to work.
To begin the brief, you want to present the core elements of your business so that an external agency can understand your brand. If you have a specific point of view or set of values, or are mission-driven , this is the place in which you want to communicate that.
The more you understand about your audience, the better your creative team will be able to nail your request. What are you looking for beyond the actual assets? If you're launching a new product, there are likely several features and benefits that the target audience will experience when they decide to purchase it. However, it's very difficult to structure a campaign around several different features.
That's why marketers and creatives use something called a key consumer benefit KCB in the creative brief to keep everyone aligned on the primary benefit being communicated. To choose the right KCB, you'll want to get input from the project stakeholders and rely on consumer data to guide the decision. The benefit that solves the biggest problem for your audience is a great choice for the KCB. The tone and voice of your campaign create the overall attitude and that should be consistent throughout every creative element that's being developed.
Identifying a few adjectives that describe the attitude of the campaign can help copywriters draft copy that sends the correct message within the right context.
Graphic designers can use colors and techniques to portray the tone and voice as well. In this section of the brief, you should also note the appropriate voice for your audience. While some audiences, like those in the business world, prefer more formal language, others might engage more with a casual, relatable tone.
Pro tip: Use a thesaurus to find specific words that evoke nuanced emotions and attitudes for a hyper-targeted campaign. Finally, your audience needs something to do once they see your campaign. The good thing about CTAs is that they don't have to be physical actions. A CTA could have a goal to change thoughts and perceptions about your brand which doesn't require the audience to do anything at all.
Your creative brief might include several different CTAs, especially if you have a primary and secondary target audience. But it's a good idea to have one primary CTA that drives the project objective we talked about earlier. List a few channels or platforms on which you plan to announce the launch, as well as any promotional content you plan to create.
When drafting this section, think about your target audience. As you or your clients spread awareness, you should be open to answering questions or taking feedback from colleagues in case they have any great ideas. This strategy will improve team alignment , increase support of the project, and ensure that all of your colleagues are on the same page. Having trouble with the flow and organization of your brief?
Copy and paste it into a document and fill in the blanks. You can also add to it or adjust it as needed for your project. Download More Creative Brief Templates. We will promote the launch on platforms and channels that our demographic regularly engages with. Creative briefs serve several purposes in the communications field.
Marketers, designers, and advertisers use them differently. Depending on your role, your team, and the project you're working on, one might be more effective than the other. Below are some of the most common types of creative briefs used across industries today plus examples of what they might look like.
A marketing creative brief is most commonly used to bring campaigns to market. This type of creative brief can be used for both new and existing campaigns. Broad business goals and strategies to accomplish them are usually included in this type of creative brief. It's also not uncommon to see revenue goals and a budget included in a marketing creative brief. Product design creative briefs outline the go-to-market strategy for a new product or feature launch.
Product marketers are responsible for developing this type of brief. Developed in conjunction with the product manager, the product design creative brief will describe the features and benefits of the product and how the audience will benefit from them. Unique features of this type of creative brief include product documentation and product descriptions.
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