When embarking on your small business advertising journey, it is crucial to start with a creative brief. While you may have seen something inspiring, taking the time to communicate key information and gather feedback from multiple agencies will ensure that your objectives are effectively met. Approaching the first agency solely based on affordability and requesting a similar item may not yield the desired outcome. Instead, invest in planning and collaboration to identify the agency best suited to achieve your goals.
In a conventional advertising firm, the creatives, including writers, artists, and designers, are responsible for crafting the message. The creative brief serves as the guiding document that provides direction to this innovative team. It sets the scope of work and enables the allocation of resources, particularly your budget, where they are most needed.
What Does a Creative Brief Include?
A well-structured creative brief encompasses the following elements:
- Comment on Established Branding and Style Guide(s)
- Project Summary & Background
- Target Audience
- Deliverable Requirements
- Competitive Environment
- Style Guides (including references for tone, language, colors, branding)
The creative brief is a collaborative effort between you and your ad agency account manager. Prior to finalization, it should be reviewed by the creative team to ensure feasibility and alignment with their expertise.
The Purpose and Benefits of a Creative Brief
The creative brief serves as a factual and concise document that provides essential information to graphic designers, free from fluff or marketing language. While it may not be standardized across the industry, its intent and purpose remain consistent. It allows the creatives to focus on crafting the right message with the necessary flexibility to showcase their expertise. It does not dictate the communication method but specifies what message should be remembered and the target audience. However, it may include controlling statements such as tone of voice, logo usage, and style guide.
Visit our external post to explore example briefs that provide a better understanding of the creative brief's structure and significance, helping you unlock the potential of this essential tool in small business advertising.
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