Business can be rough these days. The pressure is on to keep up with the demands and changing ideas of consumers – who seem to be spending less and less. Or maybe they’re just spending smarter.
The trends you jump on this morning are dying by sunset and new trends have moved in. Your competitors are innovating. New competitors are popping up every day – all full of personality and caffeine. Or piss and vinegar as my granddad would say.
I have no idea what those ingredients have to do with anything, but still.
And so, when the heat is on and there are decisions to be made that will have a ripple effect across the organization, far too many companies react based on fear. Like when you punch a haunted house worker even though you know it’s all fake.
It’s fight or flight. It’s instinct.
The difference between socking a guy wearing a zombie mask and leading your company or team with a desperate hand is that the former is a one-time event and the latter often turns into a habit. Those decisions can begin to build on themselves. They stack up until you have to dig your way out. Change the culture.
Seth Godin talks about something similar here. He calls it Stoogecraft.
So how does one help prevent a layer of suffocating fear-based decisions? read more
You don’t have to be a big-time ad agency or even run a traditional “creative” business to benefit from a creative brief. Maybe you’ve hired an outside team to help you design and build a new website or refresh your logo. Maybe your marketing team is about to get started on Linkedin ads. Both of these examples benefit from a creative brief.
So who is it for and what does it do?
A common misconception is that the creative brief is for the client. Nope. It’s not entirely for the creative team either. It’s for both.
A well-constructed brief put together by the creative team harnesses all the important details of the project and frames it in a way that provides validation between client and team and sets a track for the creative team to move forward upon. When the creative team gets the client to sign off on the brief they’ve helped to reduce second-guessing from both sides. It’s all right there in the brief.
In order to accomplish this, however, a good creative brief needs to answer at least the following questions: read more