A creative brief is a document that outlines the key information and objectives for a creative project. It acts as a guide for the creative team and helps to ensure that the project stays on track and meets the client's needs.
A creative brief is a document that outlines the key information and objectives for a creative project. It acts as a roadmap for the creative team, helping them to understand the project goals, target audience, and key messaging. A creative brief also helps to align expectations between the client and the creative team, and ensure that the final output meets the client's objectives.
A typical creative brief includes the following elements:
Background information: This includes an overview of the company, the product or service being promoted, and any relevant market research.
Objectives: Clearly define the specific objectives of the project, such as increasing sales or building brand awareness.
Target audience: Identify the target audience for the project, including demographic information such as age, gender, income, and location.
Key messaging: Outline the key messaging that should be communicated through the project, such as the unique selling points of the product or service.
Tone and style: Define the tone and style that should be used in the project, such as formal or casual, serious or humorous.
Timing and budget: Specify the timeline for the project and the budget that is available.
Deliverables: Outline the specific deliverables that are expected from the creative team, such as a website, brochure, or social media campaign.
Approval process: Define the process for approving the final output and obtaining sign-off from the client.
When writing a creative brief, it's important to be as specific and clear as possible. Provide as much information as possible, so the creative team has a clear understanding of the project goals, target audience, and key messaging. Also, involve the team in the process, so they can ask questions and provide feedback.
It's also important to keep the creative brief updated and reviewed throughout the project, to ensure that the final output meets the client's objectives and align with the original goals.
Overall, a creative brief is a critical tool for ensuring that a creative project is successful. It helps to align expectations, provide direction, and ensure that the final output meets the client's objectives.
Resource: Google Primer has a great intro and sample here: