10 KEY ELEMENTS OF A SUCCESSFUL CREATIVE BRIEF

10 KEY ELEMENTS OF A SUCCESSFUL CREATIVE BRIEF
Whether you need a new logowebsitevideomarketing campaign, or an advertising acampaign created for your business, the key to making the project a success starts with having a thorough and well-thought-out creative brief.
A&T Cosmetics

WHAT IS A CREATIVE BRIEF?
A creative brief is a document that explains the ins and outs of a project for the creative team, agency, or designer who’ll be working on it. Think of it as a blueprint for your project that not only helps the creative team but also will help you as you shape the overall strategy and goals for the project.
While it takes a bit of time to develop a solid creative brief, it’ll be well worth it to help ensure the deliverables you receive align with your expectations and business needs. Not to mention, it’ll also make the whole process smoother and more efficient, and most likely save you money in the long run.
As one ad agency exec and former brand manager says in his blog post, “And just like a compass that doesn’t always point north, a creative brief that is not tightly focused on a single-minded idea will not get you to on-target creative.”
It’s important to note that a project shouldn’t start until both you and the creative team have discussed and reached an understanding on everything outlined in the brief. It’s a good idea to have a kickoff meeting to go over the brief and discuss any questions or issues.
A&T Cosmetics

THE 10 KEY ELEMENTS OF A SUCCESSFUL CREATIVE BRIEF
Describe your company
Provide context and background information on your company to help the designer or creative team get a better understanding of your business. Who are you and what services and/or products do you offer? Include links to your website and any other background material that might be helpful.
Summarize the project
What is the project? And why do you need it? Do you need a corporate identity kit for your new company? Are you refreshing your company’s Facebook and Twitter pages for a new season? Describe what the project is, what it entails, and why you’re doing it.
Explain your objectives
This is probably the most important part of the brief, and it’s essential that you think through your strategy and objectives completely before you get the project underway. Why do you need this project? What are you hoping to achieve with it? What are your goals? Is there a problem you’re trying to solve? How will you measure success? These details will help the designer understand your goals and come up with solutions that address them.
Define your target audience
Who’s your customer? Who are you trying to reach with this project or campaign? Share demographic information about who they are and any behavioral insights you may have on them.
Outline the deliverables you need
Do you need a one-page brochure? A batch of 10 banner ads? A logo for print, just for the web, or for both? Be sure to include the file formats you need (i.e., JPG, PNG, PSD), size information (i.e., 300×250 pixels), and any other important details needed to deliver the right assets.  
Identify your competition
Who are your competitors? You may want to include an overview of the competitive landscape and any trends or market conditions impacting your industry. For this project, what are your competitors doing as a point of comparison and as a point of differentiation? For example, if you’re refreshing your logo, what types of logos and colors do your competitors use? These details can greatly help inform the direction the designer will go in (they’ll do additional research as well). You can also include a few examples of designs you like or don’t like.
Include details on the tone, message, and style
The style and tone should be consistent with your brand and will also hinge on what the project is, what you’re trying to achieve, and what action you want your customers to take. If you’re developing an annual report, you’d most likely want something that looks and sounds more formal and professional to instill trust and confidence. If you have a brand style guide or examples of past campaigns or related projects, be sure to share them with your designer. And also provide any other factors or requirements that might affect the creative direction.
Provide the timing
If you have a timeline in mind for your project, include it in the brief. During your kickoff meeting or initial conversations with your designer, make sure to discuss the timeline and agree upon a completion date. It’s also a good idea to talk about the overall creative process and discuss if edits and how many rounds of them are possible and whether or not they’re included if it’s a fixed-price contract.  
Specify your budget
If you have a set budget for the project (which is often the case), include it in the brief and discuss it with your designer. If the designer’s estimate exceeds your budget, talk it over and agree upon realistic expectations, deliverables, and project costs before getting started.
List the key stakeholders
If other people on your team or within your organization need to be included in the review process, provide their contact information. You can also include how you’d like to receive deliverables and provide feedback. On Upwork, the Messages tool makes it easy to communicate and share files.

By thinking through and elaborating on these 10 key aspects of your business and project, you’ll be able to produce a creative brief that’s not only thorough but also effective. With a solid creative brief in hand, you’ll help the designer deliver great results and ensure your project delivers the results your business needs.

ABOUT US
Our aim is to help cosmetics companies across Europe - those that have been operating for a while, as well as start-ups. We provide assistance throughout the whole process of product-development, eg. the formulation of recipes, the auditing of already existing products, the design, brand and packaging, drafting the documentation for the introduction of the product to the market, production, and complete project management.


For more information, check out our website:

A&T Cosmetics

Source: upwork.com

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