Know what a creative briefing is

In the business world, briefings are documents that are responsible for showing a problem and all the information related to it to solve it, taking into account the characteristics of the product, brand background and other elements. This document is sent to an agency to provide a possible solution, after analyzing the data collected. What is received back is what is known as creative briefing.

It is not necessary to work with an agency to generate a creative briefing. In fact, some companies use them in their day to day to solve communication problems, giving it to the team so that everyone is aware of what can be done. The objective of the creative briefing is to generate creative ideas that help solve the problem. What is its structure? It is about 16 elements.

1. Starting point

In this part you should indicate, briefly, the history of the business as well as its current situation, its objectives and the problem it presents.

2. Product

What product or service do you want to communicate? Or do you plan to promote your company as such?

3. Communication objective

It must be achievable, specific and relevant.

4. Deliverables

This section should contain a list of the designs, texts or materials that must be developed during the project and that are related to the product. Possibly this list is modified according to the proposed ideas.

5. Target

It refers to the audience you are targeting. You must investigate what it is and what it is you are looking for.

6. Strategy

How will you achieve your goal? You must realistically indicate the steps to follow to achieve it.

7. Proposal

It is a phrase about what your product offers and how it will attract your audience. It should not be the definitive slogan but it will be the creative starting point for it.

8. Arguments

They must be solid and credible and are, precisely, the arguments on which our proposal is based, making it unique or at least necessary for the public.

9. Voice tone

What is the style you want the communication to have? Traditional? Humorous? Innovative?

10. Competition

It's about identifying your competitors as well as specifying what they do and how you differ from them.

11. Background

Other campaigns may have done what you want to do earlier or they are already doing it. Considering them will help you not to repeat what others have already done as well as give you a guide of what you can do, taking into account their successes as well as their mistakes.

12. Mandatories

Are the elements that should appear almost mandatory, such as additional logos, legal text, contacts, among others. This is because these elements can condition the promotional design.

13. Media

They are the channels through which you will disseminate your idea, whether it is traditional or digital promotion.

14. Budget

It is the money with which you have to carry out the promotion you need.

15. Timing

It is the schedule for the realization of the project, especially if you will do it in phases. You must consider the deadlines of each one.

16. Next steps

After doing the briefing or that you have done, you should know what to do with it below. In general, a meeting is held with the whole team to generate a brainstorm that will allow solving the problem raised by the briefing.

Source: Samu Parra.