Ten Easy Steps to Build a Creative Brief

By Guy Arceneaux 

Creative Director at Eco-OrbIT LLC

A creative brief is 
the basis for any successful creative project. This simple document should be your guidepost to a project’s scope of
work and goals.
You and your client can refer to it as the project moves forward.

As a client management tool, a creative brief is more than a professional courtesy—it demonstrates your ability to think as a strategic partner.

A well-crafted creative brief also protects you from "scope creep", documentation of the original assignment can aid in contract
re-negotiation should a project’s definition change. While the brief is
not a contract, it is a written agreement your client should sign.

Here are the ten things to cover:

These ten elements make for a solid creative brief. As you become comfortable with this process, you may develop questions suited to your area of practice.

1. Overview—Describe the product and what the major features are, how is it seen in the marketplace?

2. Audience—What is the target audience and how should the product be positioned?

3. Offer—What is being offered to the prospect and what must they do to respond the offer?

4. Benefits—What main benefits make the product desirable?

5. Success—How will you and the customer determine success?

6. Brand Promise—Describe what the product promises to the customer—is it timesaving, safety, an ease of mind, or status?

7. Creative Assignment— What is the initial creative deliverable and what will be the final product? When is it due and what does the client expect in terms of presentation?

8. Budget— What is the range of costs the client has allotted for this project? Have you specified extra costs you may incur?

9. Requirements— What logo restrictions, format and production considerations need to be addressed?

  

10. Timeline— What major deadlines should you include to build a fully fleshed-out timeline?

Establishing a creative brief as a part of your normal business process will set you miles ahead of the competition. The payoff is in the clarity of focus that initiates the new job, and the rapport you and your client can develop.

g.a.

© 2010 Guy Arceneaux All rights reserved.