Every good idea seems pretty clear when it is born – references work wonderfully well until they are off the paper. When we need to pass a creative project to others, a detailed project description with objectives, expectations and visual references is very important to guide the professional who will perform the task. Creative professionals have their own visual and intellectual references, whether they are old projects, things they admire, or cultural contexts. In addition, they have other clients with projects that may or may not be compatible with what they will develop in a particular case. Therefore, providing a concrete guide to doing work saves both client and professional time by eliminating room for vague interpretation.
Grant munro, president of Shutterstock Custom, the image bank service that produces custom content on demand, believes that it is necessary to keep it simple nonetheless. “There is a slight difference between useful and complete information, and random thoughts that can drive the professional the opposite way from what we want. Care must be taken not to submit conflicting references. ”, says the executive.
The executive gave some more practical tips for building a good creative briefing. Check out:
Indispensable project information should be at the very beginning – information about the company, project name and lead time can be found here. It is also important to give an informative name which can be used by default throughout the project facilitating the organization.
Project description, goals and objectives
In this step, the project guideline is defined. It is useful to include what the realization of the project means in a general context for the company. For example: “a new loyalty program that should be presented to customers in such a way that email traffic is converted to sales.” This description indicates the desired action or goal (email traffic converted to sales) and the way to it (publicizing the new loyalty program). This section guides understanding and ensures that the practitioner knows what the ultimate goal is crucial to achieving the desired results.
This should include concrete data as to who should have access to the content. Numbers like pageviews on a website or print run are helpful. Another effective resource is to create personas to describe the audience. For example, a hotel might describe the following persona: “Maria was invited to her best friend's wedding in a month. But she had not foreseen the expense or the time needed to make this trip. That's why she's looking for online hosting options. ”
In this step, two questions must be answered. The first is "How do people perceive your brand today?" Any data goes: site traffic, social comments and direct feedbacks. The second is the real purpose of the whole briefing: "How should people perceive the brand?" This defines the emotional reaction expected from the project developed. It is important to be clear about expectations, as this also impacts the development of the idea.
A traditional hierarchy usually begins with Main Message> Secondary Message> Details> Call. For a store promoting a promotion, the hierarchy might look like this:
Compete for a fully paid trip!
Every $ 100 worth of purchases entitles you to a coupon for the draw of a trip with all expenses paid. Remove the coupon at the cashier, fill in the information and deposit it in the ballot box.
Call, or call-to-action
The call is what enhances the conversion of the idea into tangible results. These can be links that redirect to the completion of a purchase in an email, or a URL, address, or phone number on a printed piece. The expected action by the public should be made very clear in this section.
It is important to set the tone of the communication in advance. The variety is wide: emotional, direct, irreverent, respectful. Setting the tone in advance is also important for consistent delivery of what you want to communicate.
This defines the technical details – colors, fonts, visual identities, whatever is available. It's even better if there is an RGB and CMYK color guide for applying your brand more accurately. Also specify part dimensions and number of pages.
Examples are always welcome. It is worth to use work done for other companies, for your brand or professional portfolio. This helps the trader get a broader idea of what is expected of him.
Explanatory language must be prioritized. The goal is not to sell the product, but to explain it as clearly as possible. Describe non-emotional goals, but clearly show the emotions you want to provoke.