Simply put, a branding creative brief is a document of 1-2 pages that gives direction to the steps freelancers will embark on to boost its image. Ideally, it should be targeted outward towards the clients. The clients should be the ultimate group the business endeavors to impress. For this reason, the brief is a crucial document. Modern consultancies that wish to create a major impact have to learn ways of taking advantage of this brief to enjoy its benefits as you will see below.
At times, freelancers fail to accomplish all they had in mind because of the lack of a blueprint. The blueprint is of the highest quality too. In fact, the branding creative brief offers your consultancy the exact sort of blueprint required for success. For this to happen, though, freelancers have to look at the broader picture. Short-termism doesn’t help in such issues. The blueprint offers the chance to think long-term. It directs everything done within the consultancy too.
Any branding creative campaign must have clearly defined goals and objectives. Consultancies can never afford the luxury of embarking on such campaigns without a sense of direction regarding where they would like to see it move towards. That’s where the creative brief can be immensely helpful once more. Freelance designers and their creative teams must operate with clear objectives lest the consultancy suffers lack of direction and other sad results that could always lead to more trouble for everyone – including clients.
A good creative brief is a document that defines the prevailing situations that consultancies face beautifully. This often includes a detailed history of the consultancy or freelance client. It defines problems and the specific situations that have led to the problems that threaten the freelance clients’ operations. It captures the most important aspects of the clients’ backgrounds though. It would be wrong to fill this 1-2-page document with every detail imaginable detail regarding the consultancy’s clients.
Many times, consultants encounter clients who forget or don’t seem to pay as much attention to their own set of customers, as they should. That might seem unfathomable, yet it frequently happens than you may realize. Practice not to forget your customers. One way of doing that is with the help of the branding creative brief. In freelancing circles, this is the equivalent of keeping your eyes on the ball. For this to work well though, an in-depth knowledge of the clients would be essential.
How will the branding creative brief be helpful to your consultancy and the clients’ projects if none of you rely on it for developing a strategy? A creative brief addresses the client’s needs and the consultancy’s solutions for addressing those issues. That’s the simplest definition of strategy if you ever needed one. The brief should help you to identify unique insights that your consultancy can capitalize on to the benefit of your clients. The language used, which is part of the strategy, also has to jolt clients sufficiently to cause them to respond to call of action positively.
As you may have noticed here, branding creative brief is a powerful and highly effective document. It may not be more than two pages long, but that doesn’t minimize its effectiveness in helping consultants to come up with impactful decisions and solutions to their clients’ benefits. Use the document for focusing on clients, developing or clarifying strategies, defining prevailing problems, nailing objectives down, and coming up with a blueprint that your consultancy can restrict its clients to.