Any marketing! advertising or design project that seeks to convey a message to a certain audience! with the aim of motivating a reaction! requires that those involved speak the same language! that is! that both those responsible for the brand and the creatives work together on a document: the brief . This will provide key points to work on and will serve as a guide to achieving objectives! but how do you put together a brief ?
Before explaining how to make a brand brief! it is important to define what we are talking about: according to Edward Boches! creative director! professor and brand advisor! a brief is a plan and even a source of inspiration: “It details our objectives! audience/community! message or utility! the context in which we will engage! time and budget. In short! the what! who! where and when.”
First steps on how to make an advertising brief
The process begins with a briefing between the creative belarus phone number data team and the client! which will result in a document of at least two pages in length ! which will establish the direction to be taken! the message to be conveyed! the target audience and the media to be used. It is important that this work is carried out as a team by a multidisciplinary group! to avoid at all costs a particular and subjective vision.
How to put together a brief that guides us in the creative process
Although there is no set formula for how to make an ej leads advertising brief! as it must be adapted to the characteristics of each project! there are certain key points that every document of this type must include.
Brand positioning statement
A key element of how to make a creative brief is to know the brand positioning statement. This is a phrase that sums up in a few words how the brand wants to be perceived in the market. Unlike an advertising slogan! statements are for internal use. For example! the phrase Amazon uses is:
“Our vision is to be the most customer-centric company on earth! to build a place where people can find and discover anything they want to buy online.”
Product
To carry out creative work on a product! it is necessary to where bindo pos falls short know it in depth: what it is! what category it belongs to! where it is sold! how and where it is distributed! what its price and quality are! and how many varieties there are.
Background and objectives
How can you put together a brief and a new campaign if you don’t know the previous creative efforts and their results? It would be similar to a doctor who must treat a patient for his current symptoms without knowing his medical history and the real reasons that triggered his health condition.