When I am asked to create a creative strategy for a client, the first step is to outline a creative brief.
A creative brief defines the campaign objectives, expands on the target audience, addresses the competition, uses campaign language to describe product features, and outlines the marketing strategy tactics.
The creative brief functions almost like a “business plan” that provides the guidelines for developing a campaign's message. In a large company, the document is distributed to copywriters, art directors, photographers, or developers.
It takes 1 to 4 hours for me to gain an understanding of a company's mission and objectives. Once I feel that I have enough information about the company, I outline the first draft of the creative brief, which takes 1-2 hours. The first draft of the Creative Brief serves as a tool for the client to brainstorm, organize their thoughts, and redine their intentions.
Next, we meet again further discuss the client's intentions. When working with me, it's generally the client's responsibility to ensure the Creative Brief that I draft hits all of the points they are trying to achieve with their marketing and branding objectives. Ultimately, the creative brief ensures that everyone is on the same page before moving forward.
Typical Elements of a Creative Brief
- Target Audience Profile
- Campaign Objectives
- Communication Objectives
- Product features and benefits
- Positioning of the product
- Creative strategy
- Key Performance Indicators
