How to Write a Successful Creative Brief in 8 Steps


By, Lilian Chifley

When managing a marketing campaign, the first thing you need to do is write a brief. How would we describe a brief?

Well, it’s like a written blueprint of a product that your team has to create a campaign for. By knowing all the important goals, characteristics, and problems, they will know how to orient their efforts.

Without a good brief, there is no competitive analysis to be done. To help you start a campaign the right way, we’ve assembled this guide. Through these eight steps, you will know how to construct a brief, what to watch out for and more. In today’s marketing world, briefs are more important than ever.

  1. Get all the information you need

The first pillar in the foundation of every brief is the information a client provides. What are their goals and what problem do they want to solve? Why do they want to start this campaign?

All these questions need to be answered before you start thinking of an advertising plan. This is especially important if your client wishes to target millennials.

Millennials possess a total of $600 billion in buying power on a yearly basis, according to data by Accenture.

Millennials are the most skeptical generation and need to see ideas and goals behind every marketing campaign. Therefore, don’t be hesitant to sit down with your client and take as much time as you need. A rushed campaign is bound to fail, every time.

  1. Think of all the resources you might need

Some briefs are easier to write than others. What makes a brief easy to complete exactly? Well, there will be cases where you are familiar with the company or the type of product they offer.

However, there will also be assignments where you aren’t sure in which direction you need to go. You can use a professional assignment writing service, such as Superior Papers or Australian Writings Service, for instance.

Outsourcing some parts of the creative process is always a good idea. To write the best brief possible, keep your eyes open and don’t hesitate to use the help of assignment writers from Australia for a more native touch, the Oz style.

  1. Use the actual product

After you’ve selected the assignment help that you intend to use, it’s time for gathering empirical data.

To get the best possible perspective of the product, there is no other solution but to use it. That’s right, having a hands-on approach with the object within the brief is a key step. Many marketers avoid using products and, as a result, they write little or underwhelming briefs.

When using the product, remember to be as critical as possible. Get to know its flaws and benefits so that you can advertise them accordingly and paint a vivid picture in brief.

  1. Never forget to document

Writing a brief should be confined to an abstract level. So many marketers love to think and go straight to writing a brief with those thoughts. It’s wrong.

A creative brief requires all the data to be written down so that your entire team may participate. There is no way around keeping written records. So many things get forgotten and omitted. If you are to write a successful brief, you can’t afford that.

Use a service like Google Docs or Google Keep to keep quick notes of your thoughts, anywhere you go. Since the files are instantly saved on Google Drive, this form of cloud storage will prevent any lost data whatsoever.

  1. Find a direction

Before writing the actual creative brief, there is a long way to go. A major part of this “journey” relies on the direction that you find.

After you’ve gathered first-hand information from personal use and direct input from the client, you can start thinking of possible ideas and directions. Depending on the target group, you can choose a distinct direction in which the brief will go.

The direction you find directly depends on how customers will receive the product. If you highlight the flaws in a non-detailed manner, there is a possibility that the product will fail miserably. Be meticulous and use every bit of data at your disposal.

  1. Follow a template to make sure everything is included

There aren’t two briefs that are completely the same regarding ideas, goals or anything else. However, there is a successful template that you can use to improve the campaign and make your clients happy. An ideal creative brief should contain the following elements:

  • Background
  • The audience that’s being targeted
  • Objectives of the product
  • The tone that should be used
  • Single-Minded Proposition (can be called Unique Selling Proposition, too (USP))
  • The benefits
  • Reasons why the campaign should be believed
  • The analysis of the audience
  • How should advertising be done – digital marketing, posters, TV and more
  • Budgeting
  • The schedule of execution

Follow these simple guidelines, and you can easily write a successful creative brief. Stick to the template and fuse it with your original ideas.

  1. Figure out the SMP

The Single Minded Proposition or SMP is the crux of every brief. After you’ve asked the client, gathered data from various sources and figured out a format, it’s time to focus on the conclusion.

An SMP’s purpose is to provide a key takeaway, a message that needs to be the focus of the campaign. Your creative team won’t have the time to read overly verbose brief drafts.

Therefore, you can easily conclude and point to the obvious goals that the creative team has to offer. A good SMP makes the campaign creation go smoothly. Communication is key in this process.

  1. Get feedback and the endorsement of the client

The client is the person who should see the brief first. It’s important to ask them whether you’ve gotten the point and if you’ve managed to focus on the right things. An often underused tip is to send regular drafts to both your team members and the client. Therefore, if you mess something up, the client will able to tell you.

Otherwise, you might go in an entirely different direction and cause problems with timing. Be punctual and keep the deadlines in mind. Writing a successful creative brief in a rush never goes well, and you shouldn’t go down that road. 

Concluding thoughts

The key part of writing a successful creative brief is the research behind it. Use the product and take your time. Great briefs often succeed due to the time and effort invested in them. Follow the template and your creative team will create stellar campaigns, all thanks to you.

About the Author

Lilian Chifley is an IT specialist, teacher, and blogger from Sydney. She loves to talk about artificial intelligence and modern education. You can find Lilian on Facebook and Twitter.


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