When it’s time to start a new project, a critical approach is to gather important information and details strategic to working on a solution for your customer. The recommended starting point for your communications project is the Creative Brief. The result of taking the time to formulate a Creative Brief will be the success of having a framework upon which to make decisions, as well as an agreed upon approach for the project.
A clear sense of direction and expectations are necessary in any marketing project for a successful outcome. This is especially important for communication between the executive management team and its departments within the company. It is also essential between the marketing department directed to manage a project and the creative people requested to deliver on that project. Lack of a clear perspective may result in lost time, delays, expensive re-works, overspending and dissatisfied clients.
The Creative Brief identifies goals, objectives and purposes. It details the target audience and the communication strategy; it helps specify the message and accompanying features, values and benefits; it forces concepts dealing with perception, tone and imagery; it focuses on establishing a mangement process, with timelines and deliverables, all while looking critically at competitive positioning; and it helps make the project realistic with regard to budgets, deliverables, deadlines and approvals.
Ellyne Communications 