When pressed for time, write a “mini brief” instead of no brief at all

Posted on Posted in How to Guide for Marketers

The mini Creative Brief

With social media, digital advertising and search media, things are moving faster than ever. You still need a Creative Brief. However, you might need to try our Mini Creative Brief. Opportunities come to brand leaders need quick decisions and even faster execution. And, so many times I am seeing teams spinning around in circles of execution and I ask to see the brief and the answer is quickly becoming “Oh we didn’t have time to do a creative brief. We just did a phone call”. You always need to take the time to write it down. Our Mini Creative Brief has a strategic objective, clear target, consumer insights, the desired response and what we’ll tell them.

Elements of communication strategy

First off, I would hope that every brand has the discipline to do an advertising strategy that should answer the following seven key questions.

  1. Who do we want to sell to?  (Target)
  2. What are we selling?  (Benefit)
  3. Why should they believe us?  (Reason to Believe)
  4. What is your organizing Big Idea? (7-second brand)
  5. What do we want the advertising to do?  (Strategy)
  6. What do want people to think, feel or do?  (Response)
  7. Where will we deliver the message? (Media Plan)

Once you have these seven questions answered you should be able to populate and come to a main creative brief. To read more about writing a full creative brief follow this link:  How to Write an Effective Creative Brief

Back when we only did TV and a secondary medium it was easier to have a Creative Brief. We would spend months on a brief and months ago making the TV ads. The brief got approved everywhere, up to the VP or President level. But now the problem is when you’re running around like a chicken with its head chopped off, you decide to wing it over the phone with no brief. It’s only a Facebook page, a digital display ad going down the side of the weather network or some twitter campaign Who needs a brief.

If I could recommend anything to do with brand communication: ALWAYS HAVE A BRIEF.

The Mini Creative Brief

The Mini Creative Brief focuses on the most important elements of the brief, you must have:

  • Objective: What do we hope to do, what part of the brand strategy will this program.   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.

When you go too fast, it sometimes takes too long

If you choose to do it over the phone, you are relying 100% on your Account Manager to explain it to the creative team. Then, days later when they come back with the options, how would you remember what you wanted. If you have a well-written communications plan, this Mini Brief should take you anywhere from 30-60 minutes to write this. The Mini Creative Brief will keep your own management team aligned to your intentions, as well as give a very focused ASK to the creative team. And, when you need to gain approval from your boss for the creative, you will be able to better sell it in with Mini Brief providing the context.

Pressed for time? Next time, try using the Mini Creative Brief


To read more on Creative Briefs, follow this presentation

Beloved Brands: Who are we?

At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth and profitability you will realize in the future.

The best solutions are likely inside you already, but struggle to come out. Our unique engagement tools are the backbone of our strategy workshops. These tools will force you to think differently so you can freely generate many new ideas. At Beloved Brands, we bring our challenging voice to help you make decisions and refine every potential idea.

We help brands find growth

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a big idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand. Finally, the big idea must influence employees to personally deliver an outstanding consumer experience, to help move consumers along the journey to loving your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources. We work with your team to build out project plans, creative briefs and provide advice on marketing execution.

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

We make Brand Leaders smarter

We believe that investing in your marketing people will pay off. With smarter people behind your brands will drive higher revenue growth and profits. With our brand management training program, you will see smarter strategic thinking, more focused brand plans, brand positioning, better creative briefs that steer your agencies, improved decision-making on marketing execution, smarter analytical skills to assess your brand’s performance and a better management of the profitability of the brand.

To learn more about our training programs, click on this link: Beloved Brands Training

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911

Graham Robertson bio


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