October 5, 2015
As the media landscape has exploded with so many more options the speed of action has become so important in the world of social media or digital options. Too many Brand Leaders are going with the “phone call brief”. So many times I’m seeing teams spinning around in circles out of control and I ask to see the brief and the answer is quickly becoming “Oh we didn’t have time to do a creative brief”.
You always need to take the time to do a brief. If you are pressed for time, then write a MINI CREATIVE BRIEF.
First, every brand should have a most recent brand communications strategy and most recent creative brief they can use to offer most of the information for the mini-brief.
To read more on how to write a Brand Communications strategy, follow this hyperlink: How to write a Brand Communication Strategy And, If you need to learn how to write a creative brief here’s a hyperlink: How to write a Creative Brief
From the brand communications strategy and the main Creative Brief, you should be able to find the elements you need to write a “mini brief”. It will likely take you 30 minutes to write, but will save you hours down the road when your boss or senior leaders ask “so where is the brief”.
Focusing on the most important elements of the brief, you must have:
- Objective: What do we hope to accomplish, what part of the brand strategy will this program address. Focus on only one objective.
- Target: Who is the intended target audience we want to move to take action against the objective? Keep it a very tight definition.
- Insight: What is the one thing we know about the consumer that will impact this program. For this mini brief, only put the most relevant insight to help frame the consumer.
- Desired Response: What do we want consumers to think, feel or do? Only pick one of these.
- Stimulus: What’s the most powerful thing you can say to get the response you want.
You should always keep a creative brief on hand, as the information can help you brief any agency that you use for any of the 5 types of media: paid, earned, social, search and home.
Going too fast sometimes takes too long
If you choose to do it over the phone, you’re relying on the Account Manager to explain it to the creative team. Days later when they come back with the options, how would you remember what you wanted. If you have a well-written brand communications plan, this Mini Brief should take you 30 minutes to write this. The Mini Brief will keep your own management team aligned to your intentions, as well as give a very focused ASK to the creative team. When you need to gain approval for the creative, you’ll be able to better sell it in with Mini Brief providing the context.
Next time pressed for time, try using the mini Creative Brief
Below is a presentation of a workshop that we run on How to write a Creative Brief:
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