On This Page: Inside the Brief | Scattered Messages | Message Focus
The Creative Brief is the keystone to successful execution of all creative pieces developed for a brand and an invaluable tool in the hands of a professional designer.
Inside the Creative Brief
Every aspect of every deliverable that may come in the following communcations phase of branding passes through the Creative Brief. It controls all aspects of visual design as well as the overall tone and manner of advertising, copy and the website design to name a few. It is developed as a result of some form of prior marketing activity such as a brand profile or other Expertise Based Research and takes the information from these activites to determine the Unique Selling Point or Differentiating Proposition.
The major components of a Creative Brief are:
- stating the brand objective
- identification of the core target market
- profiling the core target market
- asking questions of how customers think
- states the differentiating proposition
- states what the desired customer reaction should be
- defines the tone and manner and required components of all communications
This strategic document keeps the development of the brand and creative deliverables on track and is a key tool in determining where divergance began should that ever occur.
Scattered Brand Messages
The Creative Brief helps organizations to keep their communications on target to grow the brand. It is not difficult to see the brands in the market place who lack this vital document (or whose Creative Briefs are out-of-date or weak). These brands will have communications in a vareiety of channels with no concistency of message, look or tone and manner and therefore their brand message is far more likely to become lost in the sea of thousands of messages each Canadian receives daily.
Keep Message Focus
It is standard practice by Falcon Innovation Group to develop a Creative Brief as part of any marketing or branding project. For these clients the construction of the Creative Brief is an open and transparent process and they are brought in on its development and approvals to ensure all aspects of the brand objective have been captured.
For smaller or isolated component projects such as stand-alone custom website designs, an internal Creative Brief is generated to help guide the teams creative.
Start getting your brand messaging and direction on track, call us today at 1-866-570-5344 to find out how we can help you grow your brand effectively.
