- Why a certain piece of content is being created
- What that content needs to accomplish
- Who it is written for
Why use a creative brief?Creative briefs can often be met by resistance by some departments. Perhaps it’s because they add yet another layer to the creative process. Or, perhaps it is because they require a little bit more work. Marketers are busy people, after all. Marketers will often ask “Why can’t we just hold a meeting to tell the creatives what we want, and be done with it?” The trouble is, three weeks from now (much less three months from now), will you remember exactly what you said in that meeting? And if you aren’t going to remember what was discussed that far out, can you really expect everyone else at the meeting to remember it too? We are also assuming that everyone who is present will remember the meeting in the same way. But as you know, recollections of past conversations can be very different. This is why we have legal contracts, why we take notes, why we record interviews and hearings. Because what one person remembers from a conversation can be a world away from what another remembers. The reasons mentioned above are only just a snapshot of why creative briefs are so imperative. That is why we have put together five important reasons why you should use a creative brief.
1. Creative briefs increase the chances of a successful project.Creative briefs force marketers to spell out exactly what they want, and exactly what the goal of the piece is. Yes, this requires some hard work. But it’s work worth doing. How can we expect our marketing to be successful if we can’t take the time to spell out what success would look like? Or what we want the final piece to accomplish? The more clarity we can provide around what the final product should communicate, and the goals it should accomplish, the better the likelihood that internal stakeholders will understand, and jump onboard too.
2. Creative briefs save time.How many times have you received the first round of content that was nothing at all like what you had originally asked for? Most likely, you had to go back to your team for a couple of rounds of revisions and came away with multiple iterations of the same thing. Creative briefs can cut the number of revisions you’ll need in half – if not more. If your content creators really, truly, understand what you want from the get-go, and they have a written description of that request that they can go back and fact-check as the project evolves, they’re much more likely to provide you with your desired end-result. This saves you time and money.
3. Creative briefs are good for team morale.If you’ve ever worked at an advertising agency, or experienced life on the client- side, you will know that when things go south between an agency and client, it’s not fun. Blame, distrust, and defensiveness do not make for a pleasant work environment. The quality of work often suffers as a result. Add in miscommunication to the mix, you’ve got a recipe for disaster! By taking the time to write a creative brief, you can avoid these and many other pitfalls. To address these exact problems, and cut them off at the pass, check out our carefully curated e-book.
4. Creative briefs should be… brief.We’ve all seen them. Creative briefs that look more like a New York City phone book that an outline for creative. They make a loud THUNK when they land on your desk. Sure, it’s important to give your creative team all of the information they need to do their jobs, but at some point, you’re giving them too much. Too much information often acts as a source of confusion and noise. This is a common phenomenon, we’re not sure about what exactly we want, so we just load up on as much information as we can. It’s a type of inverted “analysis paralysis”. It’s an understandable response, but ultimately it doesn’t help us. What we really need is clarity, not volumes of reference material.
From Visual.ly’s ebook, “Communication Breakdown: How Marketers And Creatives Can Get Along”