WRITING A CREATIVE BRIEF
Diving into the creative process in business is like embarking on an epic adventure, and your creative brief is the trusty sidekick guiding you through. It's more than just ticking boxes on a marketing to-do list; it's about weaving a story that connects with an audience on a personal level. The magic lies in the details - the subtle nuances that make your audience nod in agreement or light up with excitement.
Crafting a standout creative brief isn't just about covering the basics like who your audience is or what your budget looks like. It's about getting under the skin of your potential customers and figuring out what makes them tick. This journey is all about blending your business goals with a pinch of creative flair to cook up something that's not just good, but mouth-wateringly irresistible to your audience.
Here's how you can craft an effective creative brief for your business:
Understand the difference between a client brief and a creative brief
The client brief focuses on the business aspect, outlining goals, challenges, target audience, budget, and timelines. The creative brief, derived from the client brief, is written from the consumer's perspective, emphasizing their needs, problems, and how the creative solution bridges the gap between the business's goals and the consumer's expectations.
Imagine you're planning a road trip. The client brief is like your friend telling you, "Hey, I need to get from New York to San Francisco by next Friday, on a budget, and I want to see some cool sights along the way." It's all about the what and the why – the business goals, budget, and timeline.
Now, the creative brief is where you grab the map and start plotting the journey, thinking like a traveller. You're considering the best routes that offer the most scenic views, where to make pit stops, and how to make the trip memorable. It's about stepping into the shoes of the person taking the journey, focusing on the experience you want them to have and how you'll make it happen. It's less about the destination and more about the adventure itself.
Gather information and resources
Start by doing your homework. This includes researching competitors, understanding the target audience's pain points, and gathering all necessary documents like the brand style guide and digital asset library. This foundational work helps in defining the core message and objectives of the campaign. If you have nothing to go off, here are some thought starters of where to look:
Begin by tapping into any existing research the client might have. This can be an invaluable resource and an ideal starting point for your project. If the client hasn't shared any data, don't hesitate to ask - they might have insights that could set a solid foundation for your work.
Delve into what your client’s audience loves and where improvements are needed by examining customer feedback and support data.
Study how competitors engage with your target audience to identify gaps your brand can fill.
Gather hard data like demographics and online behaviour through analytics tools to understand your audience segments.
Gain personal insights from your user base through reviews, feedback, and surveys for a deeper understanding of their opinions and lifestyles.
Humanize your audience research by developing buyer personas that reflect your ideal customer's channels, messaging, and motivations.
Tools like the YouGov, and Semrush Audience Intelligence App can automate audience research, offering up-to-date, detailed data on consumer segments.
Monitor social media to understand the conversations around your brand, competitors, and the industry to gauge audience sentiment and trending topics.
Dive into forums and online communities where your target audience hangs out to get unfiltered opinions and discussions about needs, preferences, and frustrations.
Stay updated with industry reports, publications, and news articles to grasp broader market trends and shifts that could influence your target audience's behaviour and preferences. There are plenty of reports that are free, likewise if it is specific to your audience there may be a cost.
Deploy surveys to your existing customer base to understand their satisfaction levels, unmet needs, and suggestions for improvement.
Conduct SEO and keyword research to uncover the terms and topics your target audience searches for, indicating their interests and information needs.
Participate in industry events, webinars, and conferences to network with peers and gather insights from thought leaders and potential customers.
Collaborate with your sales and customer service teams to identify common customer inquiries, objections, and feedback, which can offer direct insights into your audience's needs and challenges.
Clearly articulate the company's background, including its mission, industry, and culture. This helps the creative team align with the company's identity.
Outline the specific goals and outcomes you expect from the project, ensuring they are specific, measurable, attainable, relevant, and time-based (SMART).
Define your target audience in detail, considering demographics, preferences, and pain points. Also, provide comprehensive brand guidelines to ensure consistency in design and communication.
Share insights from market research to inform the creative approach. Highlight any specific product features or market trends that should be emphasized in the project.
Let's take a fashion brand for example. Our market research in sustainable fashion reveals a significant tilt towards eco-friendliness, especially among younger consumers who value sustainability, ethical production, and brand transparency. The 'slow fashion' movement is gaining momentum, emphasizing quality, longevity, and minimal environmental impact. Transparency in the supply chain is becoming crucial for purchase decisions.
In this context, creative projects should highlight the brand's eco-friendly practices, such as using sustainable materials or reducing carbon footprints, to align with consumer expectations. For deeper insights, platforms like the Business of Fashion and Fashion Revolution offer detailed analyses of these trends.
Clearly define the project's scope, including specific tasks and deliverables, to provide clarity on what needs to be accomplished. You then want to outline the allocated budget and establish a clear timeline for the project, including key milestones and deadlines. It's important to detail the review and approval process, including who the key stakeholders are. This ensures a smooth workflow and timely project completion.
With all the information gathered, you can now write your creative brief. Remember to be clear, specific, and concise. The brief should serve as an inspiring yet practical guide for the creative team. Before finalizing, review the brief with relevant contributors to strengthen it and ensure all aspects are covered. Then, share the completed brief with all stakeholders to get their buy-in and approval.
By following these steps, you can create a creative brief that sets your project up for success, aligning your team's creative efforts with your business objectives and ensuring a coherent brand message across all deliverables. Here’s a template to help you further.
Here’s an example of a creative brief:
Creative Brief for "Fruit Explosion" Launch
Client: Fruit Explosion Confectionery
Product: Fruit Explosion
Project Name: "Unleash the Flavour"
Date: May 24, 2024
Background:
Fruit Explosion Confectionery, a renowned name in the sweet industry, is set to launch a new line of candies called "Fruit Explosion." These sweets are designed to deliver an explosion of flavours in every bite, targeting children, teens, and young adults who crave intense and unique taste experiences.
Objective:
To create a memorable and impactful marketing campaign that drives awareness, interest, and trial of Fruit Explosion Sweets. The campaign should establish Fruit Explosion as the go-to choice for a flavour-packed candy experience.
Target Audience:
Primary: Children (ages 6-12) and their parents (gatekeepers)
Secondary: Teens (ages 13-18) and young adults (ages 19-25)
Key Message:
"Unleash the Flavour - Every bite is an explosion of joy!"
Campaign Tone and Manner:
Fun and Playful: Engaging and light-hearted, appealing to the youthful spirit.
Vibrant and Dynamic: Use of bright colours and energetic visuals to capture the essence of the sweets burst of flavours.
Inclusive and Relatable: Ensure messaging resonates across different age groups and demographics.
Brand Positioning:
Fruit Explosion is positioned as the ultimate candy that delivers a multi-sensory experience with its unique flavour combinations, making every moment enjoyable and fun.
Touch Points:
Digital & Social Media:
Social Media Campaign: Engaging posts, stories, and reels on platforms like Instagram, TikTok, and Facebook showcasing the vibrant, fun nature of Fruit Explosion. Use influencers and brand ambassadors to amplify reach.
Interactive Content: Quizzes and polls about favourite flavours, create-your-own flavour contests, and user-generated content featuring fans’ reactions to tasting Fruit Explosion for the first time.
YouTube Ads: Short, captivating ads showing the burst of flavour with a catchy jingle to enhance recall.
TV & Streaming Platforms:
TV Commercials: High-energy ads featuring kids and young adults enjoying Fruit Explosion in various fun scenarios (school, parties, sports events).
Streaming Services: Pre-roll ads on popular streaming platforms like YouTube, Prime, and Netflix.
In-store Activation:
Eye-catching Displays: Bright, colourful stands and displays in retail stores, with samples and mini-games to engage shoppers.
Point-of-Sale Promotions: Special offers and discounts on initial purchases to encourage trials.
Experiential Marketing:
Pop-up Events: Host pop-up events in malls, parks, and festivals with interactive booths where people can taste Fruit Explosion, participate in flavour-related games, and win prizes.
School Partnerships: Distribute samples during school events and partner with schools for fun, educational activities.
Print & Outdoor:
Billboards: Vibrant, larger-than-life images of Fruit Explosion Sweets bursting with flavour in high-traffic areas.
Magazine Ads: Full-page ads in popular magazines targeting parents and teens.
Deliverables:
Creative Assets: Social media posts, TV and online video ads, print ads, billboard designs, and in-store display visuals.
Content Calendar: Detailed schedule for social media posts, influencer collaborations, and key campaign milestones.
Measurement & Evaluation Plan: Metrics to track campaign success, including social media engagement, website traffic, sales data, and customer feedback.
Timeline:
Concept Development: May 24 - June 7
Asset Creation: June 8 - July 15
Campaign Launch: July 20
Budget:
The total budget allocated for this campaign is £X million, distributed across various touch points and media buys.
Approval Signatures:
Client Services Director
Creative Director
Client Approval
