Creative briefs are a formal proposal which sets out the advertising idea and copy for a piece of marketing creative work. They are similar to a business plan in terms of the amount of detail they contain, but they are much more concise and to the point. Essentially, a creative brief is a short proposal detailing a planned campaign and its associated ideas and copy.
A creative brief represents the culmination of a project which starts with a brief idea and is subsequently developed into a full proposal. The person responsible for writing a creative brief is an advertising copywriter, who will have worked with various stakeholders including the creative director, to bring the brief to fruition.
A great creative brief will include every necessary detail the project needs to move forward. It will set out the goals and objectives of the project, the competitors’ perceptions, the target audience, as well as the strategy and plan for reaching these individuals with the campaign. It is the advertiser’s job to make sure everything is consistent and accurate.
Why Should You Write a Creative Brief?
Writing a creative brief is a necessary step in the process of creating a marketing plan or campaign. The primary reason is that it serves as a concise proposal of the planned work which will help to keep everyone on the same wavelength. It also provides the copywriter with a clear outline of the project, saving them time in the event they have to revise something down the line.
The process of writing a creative brief is very formal and structured. It starts with a short idea which is subsequently fleshed out into a full proposal. The person responsible for writing the brief should have the skills necessary to do this. They should also be able to work effectively within the designated team, incorporating feedback and responding to changes promptly. Most importantly, they should share the same vision as the rest of the team.
The Stages of a Creative Brief
There are six stages to the process of writing a creative brief. They are as follows:
1. Overview of the Problem
The first stage is to provide an overview of the problem. This involves assessing the current situation and establishing what the problem is. The copywriter will then be able to formulate a clear proposal for the project based on this information. If the assessment reveals that there is a widespread perception that the company in question is not competent, then it may be necessary to re-brand before embarking on a major advertising campaign. This is likely to be a lengthy process and will involve hiring a consultant if the re-branding is not carried out successfully.
2. The Solution
After establishing the problem, the next stage is to propose a solution. The copywriter will then be able to come up with an idea which addresses the problem and in doing so, offers a viable solution. They should aim to develop several solutions and choose the most appropriate one for the particular situation.
3. The Benefits
The benefits stage is where the copywriter will outline the advantages of the proposed solution. This is going to be a very important stage as it outlines the advantages of the campaign. The copywriter will need to choose several benefits which are most relevant to the target audience, while also keeping the focus on specific aspects which these individuals will find most valuable. The more pertinent the benefits, the more effective the ad will be. Make sure that you choose benefits which are measurable and have a clear connection to sales. A good copywriter should be able to incorporate both short and long term advantages into the benefits stage.
4. The Objectives
The objectives stage is where the copywriter sets out the key performance indicators (KPIs) for the project. These are quantitative measures which the team can use to gauge the success of the campaign. The more detailed the objectives, the more accurate the planning will be. For example, if a certain segment of the target audience scores a 40% increase in online purchases following the ad, then this should be reflected in the objective stage of the brief.
5. The Strategy
The strategy stage is where the copywriter presents the plan for reaching the goal set in the objectives stage. The strategy should be thoroughly mapped out and include both short and long term plans. The copywriter should be able to incorporate different approaches to marketing including advertising, PR, social media, and email marketing into a single cohesive strategy.
6. The Execution Phase
The execution phase is where the copywriter applies the strategy to the problem and chooses the best approach for realizing the objectives. This involves the development of creative ideas, choosing an agency, and implementing the strategy. The copywriter has to be flexible enough to allow for change and be willing to respond to new information which may come to light during the project. This is a very critical stage as it determines the success of the campaign. The more careful the planning and the more complete the strategy, the better the outcome is likely to be.
When preparing for the creation of a marketing plan or campaign, it is essential to remember that everything needs to be tied down and clear so that everyone knows what is going on. This is likely to involve the creation of a creative brief, which will be a formal proposal setting out everything from the objectives to the strategy. The final stage of the process is to monitor and review the results of the plan. This involves looking at the progress and gaining feedback from across the organization, as well as evaluating and analyzing the data collected throughout the project. A good marketing plan will incorporate all of this and ensure that nothing is missed out along the way.