A creative brief is a set of instructions that outline what’s going to happen in a project from the start. It creates a map for where the project is going. Basically, it is a client’s first and most important chance on giving input into the project. If the client is not descriptive enough in what they are looking for from the project, then the end result will reflect just that. There should always be clear communication between the client and the designer, and a creative brief helps achieve that. The term is used mainly in advertising and marketing, and the viability of the creative brief would determine the success of the project.

The creative brief is the starting point for any design or development project, followed by the brainstorming and design processes. Here are the three most important parts of a creative brief.

Outline the Flow of the Project

In this context, a fair gathering of background information should be done. You should know where your company is coming from and where it intends to go in the next 10 years.  If, for example, you want to have a fresh look and redesign your website, you should think about what message you would like visitors to take away from your website and what kind of action you would like them to take in the process.

You must know what your competitor’s website looks like and be specific in the creative brief with what exactly you would want to see in your own. Be bold, yet realistic. Know what you want even to the smallest details of the website, be it from the navigation style or imagery to be used. It all depends on you, after all this is your company and the logo or website will represent your company, and leave an impression on people that words never could.

Communication is the key. It ensures that all people involved know the requirements of the project and each individual, including project managers, art directors and designers should have an equal share of responsibility. Starting with a good creative brief with all requirements outlined from the get go ensures the entire team is focused on achieving the end product successfully.

Setting up Goals and Objectives

What market are you trying to target? How do you intend on finding them? These are just a few of the questions that should be answered in the process of setting up the project’s goals and objectives. Along with this, you can set up a timeline as to when it would start and when you need the project completed. Ideas should always be coherent with your designer because primarily they need to know what you have in mind and how they can put it into action.

You should allow ample time for revisions. You need to know the ultimate end result for your project, whether it is in website traffic, monetary conversion or lead generation. Always keep in mind these are important details to consider, along with how you would like it to be delivered.

Social Media Influence

While social media was not within the scope of the industry 7 years ago, it has influenced online marketing in so many ways that including this in your website design should be considered. There are several ways to do this, including simply adding social icons to your website that link to your company’s social profiles, or including social sharing links. Website visitors can share these links on their social profiles, resulting in traffic from these links, making your website more effective for your business marketing.

It is not enough to just include social media links to your own website, be specific. What social media tools are used by the majority of people visiting your website? There are hundreds of websites that you can use for social sharing links; a recent article of mine on social media marketing explains the importance of these websites to attract more traffic to your website. You can choose what social sharing links you want to incorporate in your website, making it more users friendly.

Trying to create a successful project without a creative brief is like a soldier going to battle without ammunition. You have to work with people who understands your businesses need and are equipped, and a creative brief ensures just that. Like any other military tactics, careful planning is the key.

Do you need a logo or web design service that welcomes a client’s involvement in the project? Contact us today!