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The importance of a good brief

Wednesday, September 12, 2012

Critical Success Factors For A “Creative Brief”

A good brief does 6 things:

  1. Avoids misunderstandings
  2. Defines goals
  3. Summarises your thinking
  4. Stimulates creativity
  5. Saves time and money
  6. Sets clear standards

10 things you must do to write a good brief:

  1. Inundate the “creative person” with information
  2. Have a clear objective of your business and it's goals
  3. Have the end result in mind before you start
  4. Define a realistic budget
  5. Fix a timetable
  6. Describe your target audience
  7. Define the problem that you solve
  8. Explain the benefits of your product or service
  9. Push them to the best contact for you with a clear call to action
  10. Have ALL copy and images (or suggestions) ready to go upfront