Branding & Design

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GREAT MARKETING STARTS WITH A GREAT BRIEF

This is the start of marketing success. A detailed brief will ensure that all parties are on the same page and will help you to get the absolute best from us.

Creative Brief

This questionnaire is designed to get you thinking about.... - Your business ("what you do") - Your customers ("who they are") - Your relationship with your customers ("how do we help them?") - The sort of language we can use to get your message across.
  • Please leave blank if you don't have one yet.
  • What industry is your business in?
  • What marketing elements do you need help with?
  • Explain who you are first, then explain what you do. For example, “we are a factory… we are a shop… we are a website… we are a software development team…” then “we manufacture phone handsets, we develop apps for the android platform, we sell bicycles, etc” Avoid buzzwords or business-speak (e.g. “we provide solutions”, “we enable companies to leverage their investment and generate increased ROI” etc).
  • For example, “the bicycles we sell from our online shop get you from place to place faster than walking, but cost less than a car, and are better for the environment! Best of all, we deliver!”
  • For example, to attract new customers, retain old customers, make your brand sound more modern, enable you to charge higher prices by positioning yourselves as a ‘premium’ product, etc.
  • What is your USP (unique selling point)? (i.e. something your competitors can’t provide). Do you have an evidence to support your claims?
  • Let’s be clear about what you want. If you don’t know that is OK too, we can take the rest of your answers combined with your objectives and will devise a plan. e.g • New Business Branding • 12 page brochure, copy & design • Static 5 page website [pages] • Full social media support • SEO support
  • Provide links to their websites and social media account information if available.
  • For example, age, income, company size, job title, location, interests, political affiliation, choice of newspaper, gender -- anything that can help identify the reader. e.g. “Our clients are typically aged 30-40, have £1000 to spend, are university educated, female, interested in the arts and the environment, liberal, iPhone users, married but don’t have children, etc”
  • For example, if you supply beauty products to high street stores, you might also want to supply them to spa owners as well – they’re not your main audience, but it’s worth considering them in the copy. Ask yourself – is there anyone else’s business you wouldn’t mind targeting?
  • A conversion goal is anything you want your website to achieve. o It could be an enquiry about your product by phone or email… o A sign up to your site or subscription to your newsletter o A click-through to another site o More comments on your blog or inbound links from other sites (“linkbait”)
  • For example, increased brand awareness, greater number of purchases by under-25s, website (and copy) featured on another prominent site, etc.
  • Conversational? Friendly? Formal? Professional? Educational? Funny? Light-hearted?
  • For example, Steve Jobs, Barack Obama, Don Draper, A 37 year old man in a suit, a 27 year old hipster, a teenage girl with pigtails, a Mercedes Benz driver, Al Pacino in Scarface, the sort of person who always wears a watch, etc
  • e.g. short, concise, headline-driven, imagery, social media tone
  • e.g. too technical, too pushy, too long, too boring, etc

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