Anyone can be creative...that’s something Atellio is passionate about. And a key component of our platform is making that super easy for anyone. The landscape of consumption has shifted, and brands and agencies alike now rely on multiple points of contact across internal agencies, external partners and the gig economy to produce their work. Perfecting briefing is therefore becoming more and more important.
The creative brief is a fundamental part of the asset ecosystem - it can either give a project a great footing to hit the ground running with minimum miscommunication, or cast a project into confusion, and waste time and resources in the process. Ambiguous goals are difficult to achieve - clear goals are far easier.
It can be daunting to know where to begin, and how to translate what is often a bunch of data and research findings into tangible actions that aren’t too specific that they inhibit the creatives from doing what they do best, nor too general that it is made impossible for the creative to meet the vision you had in your mind but failed to communicate to paper.
Do these pain points sound all too familiar? Fear not - we have put together our top tips to keep in mind when creating a brief.
If you haven’t worked with the team before, take the time to align them with your voice.
What's the Purpose?
Communicate clearly the purpose of the project*.* How should it make people feel? What action do you want the audience to take?
Go Granular on Audience
Detail the target audience - the gen-z TikTok generation consume media in a very different way to millennials.
If you know the direction you want to take, provide samples of work that reference the particular style you’re seeking - something as simple as a mood-board goes miles in offering a strong first footing in the exploration stage of the process.
Often what makes or breaks a good brief: avoid at all costs non-directives like ‘have fun with it!’ or ‘surprise me!’. Use meaningful descriptors to pinpoint texture. tone, scale, color, genre, style etc.
Keep Communication Open
Who is the key contact point for the project? Ensure you're open to questions and challenges from the creatives to ensure proper alignment of goals.
Is this a sub-campaign, part of a larger marketing effort, part of an established campaign, or a free-standing project? These key contextual pointers help creatives get a deeper understanding of the purpose.
Start at the End
What are the deliverables? What is the format? How do you want the work published to the public? Making this clear from the outset is vital as it informs the parameters the creative must exist within.
Often a reflective process, putting together a brief will help you align scope, deliverables, key objectives and establish boundaries for the project. It stops you from hoping for apples but receiving pears days before the delivery deadline.
In summary: be thorough, but concise. Define your voice. Make your goals clear.
It’s worth putting in the effort to create a good brief. It will save you time, money and resources down the line.
Taking the time to craft a good brief sets everyone up for success.
So there’s our two cents on putting together a good brief. For everything that follows, there’s Atellio. If you want to chat more about streamlining your production lifecycle, drop me a line at firstname.lastname@example.org.