The first step in any successful project is to develop a game plan with a clear goal. That's why marketers love creative briefs. But if you're starting out in a creative role or starting your first job as a designer or consultant, you might not know how to write one effectively.
What is a creative mandate?
Brief guide, often created by a consultant or creative project manager, that summarizes the project's mission, objectives, challenges, demographics, messages, etc. The file is often presented to a client or to the company's stakeholders before the project starts.
The idea of a creative brief seems simple, but it can be difficult to summarize a series of important details in just a few pages.
Whether you are a consultant offering a creative brief to a client or project manager presenting a brief to your team, it may be helpful to start by talking to project stakeholders. These discussions will help you define the mission of the company, the project objectives and the challenges your team is facing. Then you can write a compelling presentation that focuses on what is really important to your business or client.
Once you are fully informed and ready to write, use these seven helpful steps to write a solid memoir in a short period of time. If you still have difficulty organizing your thoughts, I included a blank template to help you in the sixth step.
How to write a creative brief
Write on the mark and on its background. Highlight challenges and goals. Describe the target audience. Go into the competitive landscape. Offer a brief distribution plan. Organize yourself with a template. Share the brief.
1. Write on the mark and on the background of the project.
This area is intended to set the tone for your entire memory. This allows you to show your team or client that you understand their mission and the motivations of their project. It also provides a list of business goals that you can keep in mind while aiming to develop a branded project.
Stage one or two sentences that summarize the mission of the brand. Then follow these few sentences that give an overview of the brand and what led to the development of the project.
While some creations have collected all this information in one quick paragraph, others separate it by headings such as "Brand Statement" and "Background".
Here is an example of how the brand's statement and its background were discussed in a fictional creative brief for Hush Puppies:
2. Highlight challenges and goals.
Next, write a short paragraph about the brand-related challenge (s) your project aims to solve. Then give more details on how the project will provide a solution.
This section will be helpful in explaining why the project should take place. The objectives will help you and your team align with the expectations of the project.
If the company or customer has not identified a major challenge, you can focus this section on goals and objectives. Explain what a successful project looks like and what the benefits will be for the business.
If there are a lot of goals and challenges, you can split them into two subsections with headings such as "Challenge" and "Objective."
Here is an example of an example of a creative brief for PayPal offering separate sections for "The Problem" and "The Purpose":
And here is an example of a typical memory for RedBull that focuses solely on the objective:
3. Describe the target audience.
To find out what kind of content your audience will engage in, you and your team need to know your audience. In this section, you must explore a specific audience type and describe what is important to them.
In addition to basic demographic data such as age, gender, and geography, you should also include factors such as pain points and client motivations in this section of the document. If you or your customer has already developed a detailed customization of the buyer, this would be a great place to include some of this character's information.
Here's how the example of PayPal's memory mentioned above thoughtfully explains the target audience of a new product:
4. Take a walk in the competitive landscape.
Knowing what your competitors are doing is good for the whole team. You can use competitive data to find ideas that they have not tried yet, learn from their failed projects, or build a project that improves the strategy they used in the past.
Include a quick list of competitors with similar product or service offerings. Briefly outline some of your company's commonalities with them, how your brand has already differentiated and some areas in which this project can help you move forward.
5. Offer a short distribution plan.
When the project is finished, you must make sure that your audience sees it well. List some channels or platforms on which you plan to announce the launch, as well as any promotional content you plan to create.
When writing this section, think about your target audience. Do not waste time on a promotional strategy they will not see. For example, if you promote a project to Generation Z, you will want to invest in social media rather than in billboards or newspaper ads.
In addition to the list of distribution points, you must also include messages or captions that will accompany a promotion.
Here is an example of memory in which a specific promotional message is directly indicated:
In this section of the memoir, you should also note the appropriate voice for your audience. While some audiences, such as those in the business community, prefer more formal language, others may engage more with a casual, relatable tone. To recognize the brand's best voice, you can write something like, "Our brand voice is a casual message without tone because it's aimed at the younger audiences of Generation Z."
6. Organize with a template.
Having problems with the flow and organization of your memory? Here is a simple template that could help you. Copy it and paste it into a document and fill in the blanks. You can also add or adjust to suit the needs of your project.
[Inset Company or Client Logo at top]
BACKGROUND OF THE SOCIETY:
For __ years, ______ [Brand Name] has been serving the clients of ____________ [group/job field/geographical area] with ____________________ [product or service].
[Brand Name] has achieved achievements such as __________, __________ and ___________. We have also launched marketing campaigns on ____________, ________ and ____________. With the launch of _________ [project name] they hope to become ___________.
CHALLENGE / OBJECTIVE:
With this project, the company aims to solve the problems related to ____________________, while developing ___________ and improving _____________.
Our target audience is ____ [gender] in the age range of _ and _, and animated regions such as ____, _____, and ______. They like _____, do not like ______ and could work in areas like _____, _____ and _____. They want more than ________ and their daily pain points include ________.
Their favorite products could include _______ and ______. They become familiar with these products through the following channels: ________, _________ and _______.
Our three main competitors [are/will be] ________, ________ and _______. These competitors offer _____, ______ and ______. We are ahead of _____ and ______, but we are late for product offers like __________ and _________.
We will promote the launch on platforms and channels with which our demographics engage regularly. These will include ________, ________ and _________.
We will also publish content including _______, _______ and ________ in order to attract the attention of our audience and inform them of the project.
You will find below some messages:
7. Share the brief.
Once you have written a creative brief, share it with the team you are going to work with. You will also want to circulate it in the company via Slack, email or presentations. If you are a consultant working outside of a client's company, encourage them to share the dissertation internally.
When you or your clients develop your knowledge, you should be willing to answer questions or to hear feedback from your colleagues if they have good ideas. This strategy will improve team alignment, increase project support and ensure all your colleagues are on the same page.
Originally published on July 3, 2019 at 07:00:00, updated on July 03, 2019