10 key points to include in every creative brief - the ultimate brief checklist
Post on 12-Aug-2015
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A Creative Brief* is one of the most critical success
factors for a project.
Did you Know?
*a document that gives details of what should be considered when something is being designed or advertised” (Cambridge Dictionary)
• Understand your client’s business, customers, and goals.
• It forces your clients to take up position. You get them to think through their goals and expectations.
• Creative Briefs are vital in the success of any creative project.
Why Use a Creative Brief?
“ The first step in exceeding your customer’s expectations is to know those expectations.”
• What business is your client in?
• How does his market work?
• How well known is the brand?
Dig Up Background Info
Sculpt your USPs
• What distinctions separate your client from others?
• What does your client offer that is unique?
• Why do people really buy your client’s product?
Build a Clear Objective
• Why did your client start the project?
• What does he/she want to achieve?
• How does your client want to measure success?
• Who are your client’s customers?
• What are their characteristics?
• What do they believe in?
• Create effective “personas”.
Locate Your Target Audience
What is a Persona?
• Fictional characters that represent the goals and behavior of your target group.
• Personas work best as short descriptions that include behavior patterns, goals, skills and attitudes.
Define Position & Major Competition• What separates your client from
their competitors?
• What’s your client’s position?
• What is the position of your client’s major competitors?
• How do they stick out?
Define Your Deliverables
• What does your client want?
• How does your client want meet to their objectives?
• If you want a happy client, help them select the tools that bring the best results.
Analyze Tone of Voice
• What is your client’s tone of voice?
• Think of your client’s brand as a personality.
• Come up with 3 strong and distinct values.
Analyze Likes & Dislikes
• Ask your clients for samples they like and dislike.
• Create a “whitelist” and a “no-go” list.
Create a Feasible Budget
• Is your client looking for a Ferrari or for a cheap subcompact?
• Don’t be shy! Ask for a budget. That’ll make life easier for you.
• Use budgeting options to ask for a budget.
Budgeting Options
• A powerful strategy to find your client’s budget is presenting different budget options.
• Explain the pros and cons of each option, and how the result will differ depending on the investment.
• This encourages your client to tell you which budget option is the most realistic.
Set Timelines & Milestones
• Ask for deadlines and definite milestones.
• State out what’s realistic.
• Let your client know about the process.
• Let your client know the points of no return.
The Ultimate Creative Brief Checklist
1. Background Information – What business is your client in?
2. Unique Selling Proposition – What makes your client’s product special?
3. Objectives – What are the goals for the project?
4. Target Audience – Who are the customers of your client?
5. Position and Competitors – Does your client compare to competition?
6. Deliverables – What should you deliver?
7. Tone of Voice – What is the company’s (or brand’s) personality?
8. Likes & Dislikes – What are examples of things your client likes/dislikes?
9. Budget – How much is your client willing to invest?
10. Timeline and Milestones – When is the final deadline?
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