Speaker 1: Hi there. Today we're going to talk about what is a creative brief and how to create one. We will also tackle some of the challenges that usually faces the person who's creating the brief and the creative team who's reading it. A creative brief is a short document, typically one to two pages long, and it outlines the strategy for a creative project. In most cases, a client is the one who writes the brief for a creative team or the agency to execute. The client is often an assistant brand manager, a marketing specialist, or whoever is responsible for the project within the marketing department. The creative brief serves as a roadmap for the creative team, helping them understand the project's purpose, the problem it aims to solve, and the desired results. The brief provides essential information such as brand guidelines, tone of voice, visual references, and specific requirements. That allows the creative team to align their ideas and deliverables with the client's vision and expectations. So let's dive deeper into what a creative brief should include. The first section of the creative brief is the project overview, and that should provide a brief summary of the project, including its purpose, goals, and the desired outcome. The second section is background and context, and in this section, the brief offers background information about the brand, the industry, the market landscape, explaining any relevant historical or industry-specific context that can help the creative team understand the project better. The third section of the brief is the objectives, and the brief should then clearly state the specific objectives that the project aims to achieve. These objectives should be measurable, realistic, and aligned with the overall marketing or business goals. The fourth section of the brief then is about the target audience, and here, the brief must define the target audience or the specific demographic, psychographic, or behavioral characteristics of the people the project is intended to reach. It should include information about the target audience's needs, preferences, challenges, and motivations. The fifth section is the key message, and this is the most creative and fun part of the brief, where it identifies the main messages or core ideas that the project should convey to the target audience. These messages should align with the overall brand strategy as well and reflect the desired perception or positioning. The sixth section then is about deliverables, or what you expect this project should produce. The brief here should specify the exact deliverables expected from the creative team. This could include design concepts, copywriting, visuals, videos, or any other creative outputs necessary for the project. In this section, you can include any references to work you like to set the standards for the deliverables you want to receive. And then we move to section number seven, which is the brand guidelines, and it's one of the most important sections in the brief. It clarifies any relevant visual or verbal elements that the creative team should adhere to. This includes the brand's logo usage, color palette, typography, tone of voice, and any other brand-specific requirements. The next section is about budget and timeline, and this section should state the project's budget and any budgetary restrictions or considerations that the creative team should be aware of. It should also establish clear timelines, including important milestones, deadlines, and any dependencies that may impact the project's progress. Section number nine, which is often forgotten about, is about communication and approval process, and that part should outline the preferred communication channels, contact persons, and protocols for collaboration and feedback. The brief should clearly explain the approval process and who has the authority to provide final approvals. And finally, the tenth and last section is the evaluation and success criteria, and that defines how the success of the project will be evaluated and measured. This could include key performance indicators, KPIs, or metrics that will be used to assess the project's effectiveness and impact. If you are the one creating the brief, there are some challenges that you need to overcome. First of all, striking a balance between providing clear guidelines and allowing room for creative freedom can be a challenge. The brief should offer direction while still empowering the creative team to think innovatively and come up with fresh ideas. Another challenge is that balancing brevity with necessary details can be tricky. Too much information can overwhelm the creative team, while too little can lead to misunderstandings or misinterpretations. That's why you must ensure that the brief is clear and concise, providing enough information for the creative team while avoiding ambiguity. The challenge for the creative team, on the other hand, is understanding the client's objectives. Gaining a deep understanding for the client's objectives and desired outcomes can be challenging, and it requires effective communication, active reading and listening, and the ability to ask the right questions that help you extract the relevant information. We always advise our own creative team to take notes and write down their questions while they're reading the brief. Ideally, there should be a discussion between the creative team and then a debriefing call between the creative team and the client. In all cases, regular feedback loops and clear channels of communication between the client and the creative team can help overcome these challenges and ensure a successful creative process. Now, thank you very much for watching that video, and if you have any questions about how to create a creative brief or how to navigate one, we would be happy to help you. Just drop us a comment and we'll get back to you.