Deliver Stronger Creative.

Want your team to deliver stronger creative? Here are 3 small changes you can make to your briefs, that will make a BIG impact...

Abbreviate Your Brief:

Once you've written your brief, read through it. Then, at the top of your brief, write down 3 words (and only 3 words) that describe the creative output you’re hoping to accomplish with the project.

Example: "Simple, Direct, Emotional" (or) "Colorful, Bold, Thought-provoking" (or) "Humorous, Educational, Surprising

Describe Your Audience:

No, “core demographic”, or “primary [brand name] customer” is not descriptive. Describe your audience as if you were talking to an 8-year-old child.

Example: “Bob and Jill are a happily married couple of 12 years, they love the outdoors and often go biking each day after work. Yes, they both work, Bob teaches high school math, and Jill is a bookkeeper for the local dentist. They live in a small town in ID, and have 2 kids under 8 years old, 1 dog, 2 cats, a parakeet, and a squirrel.”

Describe Your Desired Output, Don’t Show It:

Unless you want to physically copy another brand's work, do NOT provide examples that you’ve seen, found, or pulled from the internet. Instead, describe what it is you like about it. That way, the creative can flow from your description and not be influenced by something that’s already in the market.

Example (if you really like Apple): “I envision something with minimal design, clean lines, clear and compelling copy, where the product is the hero and takes center stage to attract the audience.”

Try it out and let us know what you think!