It is a very important technique, as it gives direction to the actions for creating a campaign. Many advertising professionals have doubts when creating this material, either because of the type of information required or the amount of data.
Do you recognize this situation? In this article we will present the best secrets for creating a creative brief.
You can’t miss it!
What is a creative brief?
A successful brief contains information about a qatar telegram data product, service or client. It all depends on the objective of the marketing action you want to produce.
It is essential for the work team to be able to develop a campaign while maintaining priority, structure and organization criteria.
In general terms, the creative brief is a material that captures information regarding the client’s needs and expectations .
One of the most interesting features of the brief is its versatility .
It does not have a rigid format and its variations are incorporated according to the structure of the agency. Although many points can be adjusted, there are key points that are essential to guarantee the quality of the document, maintaining a detailed and clear profile.
What is the importance of a creative brief?
A carefully prepared brief makes the how influencers can influence business success marketing team’s work easier , allowing professionals to be more successful in their campaigns and optimize their results.
Among so many reasons, we will mention four that seem fundamental to us:
- organization and qualification of information for the project;
- campaign rationale;
- inspiration for the implementation of the stages;
- setting the tone of project communication.
We already know the importance of the brief for the strategy. Below, I will detail the key points for the creation of the creative brief:
What are the elements of the creative brief?
Target audience
It is important to define the target , remember bf leads that the more precise the market segmentation, the better the results of the campaign. Make sure to use appropriate segmentation filters.
Aim
Defining the objective determines the most effective and efficient way to create the campaign. It is important that this point is concise, precise, achievable, relevant and specific .
Promise
The promise is the benefit obtained by the end customer after using the product or service .
“Reason Why”
We must include a good number of reasons that justify the benefit obtained by the end customer. These reasons must be verifiable, sustainable and add value to the experience.
Legal Limitations
It is essential to verify whether the product or service you intend to promote has any type of restriction, such as protection for minors or copyright.
After knowing the essential points of a creative brief, you should consider asking yourself certain questions. Answering them is essential for the document to provide the best information and thus, create a good campaign design .
8 questions that must be answered by the creative brief
As we said before, the brief serves as a guide in the production of a campaign. A well-made document will answer the following questions:
- Why is this project necessary?
- What are the general and specific objectives of the project?
- Who is the target audience?
- What are their roles?
- How will this campaign help you stand out from the competition?
- What is the key message you want to convey?
- How will it be communicated?
- How can the agency add value to the campaign?
By answering these questions, you will automatically be creating a structure. Below, I will give you 5 steps to help you create a good creative brief.