9 Steps to Perfecting the Creative Brief

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One of the most helpful ways you can ensure your designer delivers work that wows you is by telling them exactly what you’re looking for up front. That’s where your creative brief comes in.

Here, Tim Reid of The Small Business Big Marketing Show and Aleks Witko of 99designs will walk you through the best practices of writing a great creative brief—one that puts your designer on the right track for delivering you a design solution that truly fits your business and your brand.

9 Steps to Perfecting the Creative Brief

  1. 1. The Creative Brief 9 Steps to Perfecting Brought to you by
  2. 2. 9 Steps to Perfecting the Creative Brief • 25 years in marketing communications. • Host of Australia’s #1 marketing podcast. • Leading keynote speaker. Tim Reid
  3. 3. 9 Steps to Perfecting the Creative Brief • Design at 99designs. • Design consultant at IBM. • Worked with many brands over the years, including Volkswagen, Nokia, Coca-cola, Canon and more. Aleks Witko
  4. 4. 9 Steps to Perfecting the Creative Brief • A detailed plan for a design project. A blueprint. • A key to successful outcomes. • Fail to prepare, prepare to fail. What is a creative brief?
  5. 5. 9 Steps to Perfecting the Creative Brief When do I write a creative brief?
  6. 6. 9 Steps to Perfecting the Creative Brief • Helps you to write down and structure ideas. • Helps initiate a conversation with your designer. • Maintains clear direction. Why should I write a creative brief?
  7. 7. 9 Steps to Perfecting the Creative Brief • If you have a business plan, you’ll already have done a lot of the ground work for your creative brief. • Here are 9 steps to perfecting your creative brief. How do I write a creative brief?
  8. 8. 9 Steps to Perfecting the Creative Brief Background information
  9. 9. 9 Steps to Perfecting the Creative Brief • What does your business do? • Mission and vision. • What problem is your business solving? • What makes you unique? Business background 1
  10. 10. 9 Steps to Perfecting the Creative Brief • Put yourself into your customer’s shoes? • When is your customer? Who is your target audience? 2
  11. 11. 9 Steps to Perfecting the Creative Brief • What are you actually trying to accomplish? • How will you do it? • How will you measure it? Objectives 3
  12. 12. 9 Steps to Perfecting the Creative Brief Visual style
  13. 13. 9 Steps to Perfecting the Creative Brief • Focus on a few key attributes. • If your brand was human, how would you describe them? Brand personality 4
  14. 14. 9 Steps to Perfecting the Creative Brief • What you like and what you don’t like. • Show examples (e.g. with Pinterest board). • Give your designer a sense of ownership. Aesthetic 5
  15. 15. 9 Steps to Perfecting the Creative Brief Deliverables
  16. 16. 9 Steps to Perfecting the Creative Brief • How will people interact with what you’re creating. Context 6
  17. 17. 9 Steps to Perfecting the Creative Brief • Try prepare content before your designer starts. Content can significantly change designs. • Your designer won’t always know all the requirements. Content 7
  18. 18. 9 Steps to Perfecting the Creative Brief • Understand what files you need to give your printer. • Digital? Print? Formats? • Your designer will be able to help, but will need to know a few things first. Files 8
  19. 19. 9 Steps to Perfecting the Creative Brief • Be explicit about when things should be delivered. • Create checkpoints for reviewing progress. • Parkinson’s law. Timelines 9
  20. 20. 9 Steps to Perfecting the Creative Brief Common mistakes
  21. 21. 9 Steps to Perfecting the Creative Brief Target audience too broad
  22. 22. 9 Steps to Perfecting the Creative Brief Too much or too little direction
  23. 23. 9 Steps to Perfecting the Creative Brief Keeping feedback relevant
  24. 24. 9 Steps to Perfecting the Creative Brief Great business starts with
 great design. 99designs.com twitter.com/99designsBiz 99designs.com/customer-blog Logos,websitesandmore
  25. 25. 9 Steps to Perfecting the Creative Brief Give your
 small business
 a big boost.

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