A creative brief is a document that serves as a guide for marketing and advertising campaigns, it acts as a project's blueprint or roadmap for creative teams.
Creative briefs vary from project to project, but often include features like background information, project summaries, target audiences, project objectives, anticipated challenges, processes, deliverables, KPIs, timelines, budgets, team members, and even design and style guides.
This might sound like a lot of information, but it's also important to keep creative briefs... Well, brief.
A great creative brief shouldn't be more than a couple of pages long so that it can be referred back to with ease. Words like comprehensive and concise are your best friends here.
Creative briefs are especially important in advertising and marketing campaigns, but are immensely useful to any creative team that wants to make open collaboration their starting point and consistently exceed their project benchmarks and goals.
You should make a creative brief for your next project if you want to...
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Don't be tempted to rush the beginning of a project and prioritize starting things off with the right frame of mind. Envision a finished project that will wow all parties involved and get excited about it!
This includes the project manager, key team members, budget specifications, contact information, company name(s), and the most important dates on your prospective timeline.
To start things off, you'll need to provide your team with some background information. Talk about the client or company's profile and branding as well as the specifics of the product or service you'll be marketing for them. Keep this short and sweet, but illustrative.
This is arguably the most essential part of your creative brief, so give it a good amount of thought. Outline the ultimate objective of your project, how it'll be achieved, and why it's important.
Hint: Make sure that all parties agree on this!
In order to market effectively, you need to define who exactly who you're trying to reach. Really dive into the identity of your target audience. Ask yourself questions like "What are their needs and wants?" and "How can we get their attention?"
There you have it! Your creative project will be off the ground and well on its way to success in no time.
Many companies make the mistake of putting together creative briefs by copy and pasting different components from previous campaigns. Don't be that person! That's absolutely no way to put together an effective creative brief.
When it comes to your next creative project, take the time to start your creative brief from scratch and really get started on the right foot.
Putting together great creative briefs doesn't have to take forever, mind you. We've got your covered with our creative brief templates. They look great, are 100% customizable, and did we mention that they're free?
At Slite, our mission is to help teams work better together, asychronously and collaboratively. Our free templates allow you and your project team to do just that. Forget about searching through different tabs, e-mails, and links trying to find the right project details. Once you fill in our creative brief template, you'll have all your project's vital details in one place to refer back to at any time.