The supreme importance of a decent creative brief
Author Polly Buckland
A decent creative brief will cover all the key variables of any project, from a creative email campaign to blogs and branding.
It’s really important.
Clients finding clarity
A detailed brief is also important from a client’s perspective; answering the brief questions at length will help to clarify the required output in your mind. The core proposition, key deliverables, and timings should be taken into account as an absolute minimum.
From an agency perspective, the importance of a good creative brief is paramount to starting a project on the ‘same page’ as a client. If the suggested questions are answered with time and consideration, less time will be spent scrabbling around for information and guidance from the client. Remember… time is money.
If you don’t know what you want, the agency you are working with won’t either. However commercially aware and experienced your creative is, they aren’t a mind reader. By considering the creative brief questions and taking your time in answering, you will find that the resulting project will be a smoother ride.
The TFG Brief Template of Dreams
With all our briefing documents, we always include helpful prompts. These enable you to consider each element of the project planning phase from various angles and with a creative approach from the word go.
Once a creative brief is signed off by all parties, it becomes the measuring stick for the rest of the project. Make it a goodun… unless you’re Mick Jagger briefing Andy Warhol… then of course… anything goes!
1. Describe, in plain English, what your company does.
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).
Include brand values & a mission statement if you have them.
2. What is your core proposition?
Again, in plain English… what do you do? What makes you better than the competition? Can you detail any unique selling points? Can you prove it?
Who are we talking to? In as much detail as you can muster…
Who are your competitors? What aspects of their business do you like? What don’t you like?
If your business was a person, who would it be?
6. Looky Looky
Include visual references which you think may be useful. What do you like/dislike?
What do you need?
E.g., A5 double sided flyer
E.g., Printed sales brochure and all images (text supplied)
If you are briefing for a website project, detail exactly the required pages & all required functionality.
What is your objective? Make it S.M.A.R.T if you can.
9. What could possibly go wrong?
“It does not do to leave a live dragon out of your calculations, if you live near him.”
― J.R.R. Tolkien, The Hobbit
When do you need the project to be delivered? Do any of our key contacts have events/holiday/time away from the business within the timings of the project?
11. Budget Be realistic…