What Should Be Included in a Creative Brief? Part 2

Loved reading about the four fundamental elements of the briefing process:
1. Communicate objectives
2. Brand Essence
3. Consumer Profile
4. Consumer relationship with the brand

How hard can it be, right?

Very.

But it will be worth it...

Constructing a thorough brief takes time, but it provides guiding parameters which focus the creativity toward a set goal.

This is turn reduces the time wasted on dead-end creative exploration.

The end goal of your briefing process should be to create and maintain a synergy between strategy and creativity.

This synergy is the most successful way to true creative genius.

To do this, you must have a good understanding of these four fundamental principles, and be able to communicate them clearly.

Buy Creative Strategy and the Business of Design here.