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How to write a better Marketing Communications Creative Brief

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If your brand is already defined and you're ready to take the brand to market with outbound or inbound marketing, a well-written creative brief will help you define the purpose of each particular piece of marketing communication

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How to write a better Marketing Communications Creative Brief

  1. 1. BRANDING, DESIGN & MARKETING HOW TO WRITE A BETTER MARKETING COMMUNICATIONS BRANDING, DESIGN & MARKETING
  2. 2. BRANDING, DESIGN & MARKETING IFYOUR BRAND IS ALREADY DEFINED AND YOU'RE READYTOTAKETHE BRANDTO MARKET WITH OUTBOUND OR INBOUND MARKETING,A WELL-WRITTEN CREATIVE BRIEF WILL HELPYOU DEFINETHE PURPOSE OF EACH PARTICULAR PIECE OF MARKETING COMMUNICATION.
  3. 3. BRANDING, DESIGN & MARKETING WHEN WRITING A CREATIVE BRIEF,THERE ARE FUNDAMENTAL QUESTIONS THAT NEEDTO BE ANSWERED:
  4. 4. BRANDING, DESIGN & MARKETING WHAT EXACTLY ISYOUR BRIEF INTENDEDTO CREATE? >ONE.
  5. 5. BRANDING, DESIGN & MARKETING OR,INTHE LATEST JARGON: DEFINETHE PROJECT DELIVERABLES. >ONE.
  6. 6. BRANDING, DESIGN & MARKETING LEAVE NO DOUBT IN ANYONE’S MIND ABOUT WHATYOU WANT: REMEMBER,IF A MESSAGE CAN BE MISUNDERSTOOD,IT USUALLY WILL BE.SPELL.EVERYTHING. OUT.IT SAVESTIME LATER. >ONE.
  7. 7. BRANDING, DESIGN & MARKETING • WILL IT BE A BRAND IDENTITY? • A WEBSITE? • SALES LITERATURE? • A PROMOTIONAL CAMPAIGN? • ADVERTISING? • AN EMAIL CAMPAIGN? >ONE.
  8. 8. BRANDING, DESIGN & MARKETING WHAT ISTHIS EFFORT EXPECTED TO ACCOMPLISH? >TWO.
  9. 9. BRANDING, DESIGN & MARKETING WHAT ISTHE GOAL OFTHIS PARTICULAR CREATIVE PROJECT? >TWO.
  10. 10. BRANDING, DESIGN & MARKETING WHAT DO WE WANTTO HAPPEN AFTERTHE INTENDED AUDIENCE SEESTHIS PIECE OF CREATIVE? >TWO.
  11. 11. BRANDING, DESIGN & MARKETING WHAT SPECIFIC ACTION DO WE WANT PEOPLETOTAKE? >TWO.
  12. 12. BRANDING, DESIGN & MARKETING HOW WILLYOU MAKE IT EASY FOR PEOPLETO DO WHATYOU WANT? >TWO.
  13. 13. BRANDING, DESIGN & MARKETING WHO AREYOUTALKINGTO? WRITE DOWN A CLEAR DESCRIPTION OFTHE INTENDED AUDIENCE –YOU CAN INCLUDE VISUALS IFYOU LIKE,AS LONG ASTHEY ARETRULY ACCURATE. >THREE.
  14. 14. BRANDING, DESIGN & MARKETING TRYTO INCLUDE DEMOGRAPHICS, PSYCHOGRAPHICS,AS WELL AS HOWTHE AUDIENCE CURRENTLY THINKS AND FEELS ABOUTTHE BRAND OR PRODUCT IN QUESTION. >THREE.
  15. 15. BRANDING, DESIGN & MARKETING YOU MAY WANTTO BRIEFLY OUTLINE ANY RIVAL PRODUCTS OR SERVICES AND WHOTHEY ATTRACT AND SELL TO.CONSIDER WHERETHEY SELL AND WHEN,VERSUS WHEREYOU PROMOTE YOUR BRAND,AND WHEN. >THREE.
  16. 16. BRANDING, DESIGN & MARKETING WHAT ISTHE MAIN MESSAGEYOU WISHTO CONVEY? >FOUR.
  17. 17. BRANDING, DESIGN & MARKETING THIS IS DERIVED FROMYOUR BRAND POSITION AND SHOULD INCLUDE A STATEMENTTHAT ENCAPSULATESTHE SINGLE MOST PERSUASIVE OR COMPELLING PRODUCT BENEFIT. >FOUR.
  18. 18. BRANDING, DESIGN & MARKETING WHAT DOYOU WANTYOUR AUDIENCE TOTHINK OR FEEL? >FIVE.
  19. 19. BRANDING, DESIGN & MARKETING THIS IS DERIVED FROMTHE "ESSENCE" OFTHE BRAND IDENTITY, AND SHOULD DESCRIBETHE EMOTION YOU WANTYOUR AUDIENCETO FEEL UPON SEEINGTHIS WORK. >FIVE.
  20. 20. BRANDING, DESIGN & MARKETING WHAT JUSTIFICATION AREYOU PROVIDING AS SUPPORT? >SIX.
  21. 21. BRANDING, DESIGN & MARKETING EXPLAIN CLEARLY WHYTHE AUDIENCE SHOULD BELIEVE YOUR CLAIMS. >SIX.
  22. 22. BRANDING, DESIGN & MARKETING HEREYOU CAN DETAILTHE BENEFITS OFYOUR PRODUCT OR SERVICE,SHOWING WHY YOUR OFFERING IS BETTER THANYOUR COMPETITORS. >SIX.
  23. 23. BRANDING, DESIGN & MARKETING HOW ISYOUR PRODUCT OR SERVICE DIFFERENT FROM OTHER BRANDS? >SEVEN.
  24. 24. BRANDING, DESIGN & MARKETING NOWYOU SETYOURSELF APART FROM THE COMPETITION BY CLEARLY POINTING OUT WHYYOUR OFFERING BETTER SERVESTHE NEEDS OFYOUR AUDIENCE.FOR EXAMPLE: >SEVEN.
  25. 25. BRANDING, DESIGN & MARKETING • AREYOU FASTER? • AREYOU LESS EXPENSIVE? • AREYOU EASIERTO IMPLEMENT? • AREYOU MAKING LIFE EASIER IN SOME WAY,AND IF SO,HOW? >SEVEN.
  26. 26. BRANDING, DESIGN & MARKETING HOW DOESTHE BRIEF CONTRIBUTE TOYOUR BRAND'S POSITIONING? >EIGHT.
  27. 27. BRANDING, DESIGN & MARKETING EVERY PIECE OF COMMUNICATIONYOU CREATE MUSTTIE BACKTOYOUR BRAND IDENTITY.IF IT DOESN’T,THENYOU’RE NOT MAXIMISINGTHE EFFECTIVENESS OFTHE COMMUNICATION ANDYOU ARE SHORT-CHANGINGYOUR BRAND. >EIGHT.
  28. 28. BRANDING, DESIGN & MARKETING ATTHIS POINT INTHE BRIEFYOU CAN EXPLAIN HOWTHIS SINGULAR EFFORT SUPPORTSTHE GREATER BRAND PROMISE. >EIGHT.
  29. 29. BRANDING, DESIGN & MARKETING WHAT PRACTICAL CONSIDERATIONS OR RESTRICTIONS ARETHERE? THE NUTS AND BOLTS ARE EXPLAINED HERE. >NINE.
  30. 30. BRANDING, DESIGN & MARKETING IF IT'S A WEBSITEYOU ARE AIMING TO CREATE,THEN WHAT ABSOLUTELY MUST BE INCLUDED? >NINE.
  31. 31. BRANDING, DESIGN & MARKETING ARETHERE WORDS OR PHRASESTHAT MUST BE MENTIONED? ARETHERETHINGSTHATYOU ABSOLUTELY CANNOT SAY? >NINE.
  32. 32. BRANDING, DESIGN & MARKETING ARETHERE COST CONSIDERATIONS OR OTHER CONSTRAINTS SUCH AS TIMESCALES? DON’T FORGET LOGOS,TAGLINES AND CONTACT DETAILS. >NINE.
  33. 33. BRANDING, DESIGN & MARKETING YOUR CREATIVE BRIEF BECOMES PARTICULARLY HANDY WHEN YOU'RE WORKING WITH AN OUTSIDE CREATIVE FIRM OR AD AGENCY. >NINE.
  34. 34. BRANDING, DESIGN & MARKETING IFYOU HAVE WRITTENTHE BRIEF WELL AND CONCISELY,THENYOU WILL BE PROVIDINGTHE DIRECTION NEEDEDTO CREATETHE WORK EFFICIENTLY AND EFFECTIVELY,AND ENSURING EVERYONE IS ONTHE SAME PAGE BEFORE BUDGETS ARE SPENT. >NINE.
  35. 35. BRANDING, DESIGN & MARKETING NOTIME? NO INCLINATION? THEN ASK A PROTO WRITE THE BRIEF FROM SCRATCH. >TEN.
  36. 36. BRANDING, DESIGN & MARKETING I’LL BE HONEST WITHYOU.AT DARWIN WE’D RATHER WRITETHE BRIEF OURSELVES,BASED ON QUESTIONS WE ASKTHE CLIENT.
  37. 37. BRANDING, DESIGN & MARKETING IN OUR EXPERIENCE – ALLTHIRTYYEARS OF IT – MANY CLIENTS FIND IT DIFFICULT TO WRITE AN OBJECTIVE,COMPREHENSIVE AND CLEAR BRIEFTHAT ENABLES CREATIVESTO QUICKLY GENERATE IMAGINATIVE,PRODUCTIVE WORK.
  38. 38. BRANDING, DESIGN & MARKETING WE USUALLY ACCEPTTHE CLIENT’S BRIEF AS STIMULUS AND FROMTHAT WRITE OUR OWN APPROACH.
  39. 39. BRANDING, DESIGN & MARKETING IT’S A SUCCESSFULTECHNIQUE,WELL WORTH CONSIDERING (AND WE’LL ASK YOU LOADS OF QUESTIONS ANYWAY).
  40. 40. BRANDING, DESIGN & MARKETING ONE LAST POINT:
  41. 41. BRANDING, DESIGN & MARKETING KEEPYOUR CREATIVE BRIEF EXACTLYTHAT: BRIEF.
  42. 42. BRANDING, DESIGN & MARKETING AS WINSTON CHURCHILL SAIDTO HIS HEAD OFTHE ADMIRALTY,
  43. 43. BRANDING, DESIGN & MARKETING “PRAY STATE,THIS DAY,ON ONE SIDE OF A SHEET OF PAPER,HOWTHE ROYAL NAVY IS BEING ADAPTEDTO MEETTHE CONDITIONS OF MODERN WARFARE.”
  44. 44. BRANDING, DESIGN & MARKETING email: hello@darwinbrandconsultants.com www.darwinbrandconsultants.com

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