Are you planning a new website or other marketing materials, content or advertising? Do you plan to hire a graphic designer or writer to help? Then you’ll need a creative brief. Without it, you run the risk of disappointment – or worse, making expensive mistakes.
So what is a creative brief? A creative brief is a guiding document used by most advertising and design firms (including ours) that helps you give your creative professional clear direction on what’s important you to and your brand. It helps you give them direction in what is a subjective area – creativity – so they can develop what you need within a set of parameters you set with them. It’s also a chance to have a good dialogue with your designer so they can get to know you and what’s most important to you and your customers.
Essentially, a creative brief is like a questionnaire. Your designer or writer will like give you one that fits their work style. If they don't give you one you should make up one of your own using the outline below. Remember to give them as much detail as you can on each of these topics:
We'll take a look at promotional marketing – and give you some tips to help you make the most of logowear, branded client gifts and more.
I'm Tim Hart, owner, coach and trainer at LoveSmallBiz.com. I'm also owner of marketing communications firm Hart Communications.