Clear communication is crucial to create a successful business. If you’re not communicating clearly about your product and your values, you are limiting your potential for engaging your ideal audience. This is why it’s important to develop a clear brand strategy early on, and use it as your guiding light when building your brand.
However, you can’t clearly communicate with your customers if you aren’t first communicating clearly with your creative team. Whether you work with a full service ad agency or a freelance creative partner, as you begin to execute your marketing plans you always want to use a creative brief to move forward efficiently and effectively to get the most from every dollar you spend. Skipping this step often leads to rework and more revisions in the long run, meaning more time and money. You don’t want to leave this part of your marketing to chance.
An effective creative brief should outline all of your expectations for a given project, leaving no questions or potential for misdirection. By defining things like your background, the purpose for this specific project, target audience, specific deliverables, and other foundational aspects of your project you can ensure that everyone involved is successfully working towards the same end goal.
In this episode Katie Mleziva, of Real Food Brands, outlines a ten step plan to writing an effective creative brief that will help you and your team create breakthrough creative that sets your brand apart!
If you are a food and beverage entrepreneur or a team member in a food or beverage company, you can get a sample creative brief by joining the Real Food Brands Marketing Roundtable on Facebook and looking in the files tab.
In This Episode:
- Why a creative brief is a crucial extension of your brand strategy when it’s time to implement your marketing plan
- 10 sections to include in your creative brief
- Company background
- Project purpose
- Advertising objective
- Ideal audience and insights
- Brand personality and voice
- Message priorities
- Deliverables and format
- Executional mandatories
- Schedule
- Budget
Quotes:
“ Focus on the benefits to the consumer, not just the features you can provide.” — @RealFoodBrands
“If you’re too broad in your creative brief you can be so broad that you won’t mean anything to anyone.” — @RealFoodBrands
“An ad should only have one key takeaway and action.” — @RealFoodBrands
“You want to make sure that your brief is very consumer-centric because that is what will inspire your creative team.” — @RealFoodBrands
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