As free and flowing as creative process can be, all that thinking, and artistry needs a plan with clear objectives. In the end, creative work needs to serve a purpose, hit its targets, and bring results.
Why it matters: Every project starts with a brief. A creative brief is a one-page distillation and translation of a business problem into a human problem. A good brief should set direction, take the first leap, and inspire new ideas.
What works for me: No matter what the brief template, they all have six sacred inputs
The goal. This is written from the business perspective. Narrow down the problem
The target audience. Who can get help you achieve this goal? Strategy is all about using limited resources, and if you can’t speak to everyone which group will help you reach your goal.
The problem. Always written from the target markets perspective, not the business. You have to get into the eyes of the consumer and understand why we aren’t achieving our goal in their eyes.
The insight. Possibly the most important piece of the brief. This is your new way around the problem. It should be a truth once stated gets the audience to look at the problem in a new way.
The single-minded proposition. This is the cross-over between the insight and the point of difference the brand has over the competition.
The action. This is what you want the consumer to think, feel, or do.
Bottom line: Creative briefs have to be simple or wonderful, but nothing in-between.
