The Creative Brief9 Steps to Perfecting

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9 Steps to Perfecting the Creative Brief

• 25 years in marketing

communications.

• Host of Australia’s #1

marketing podcast.

• Leading keynote speaker.

Tim Reid

9 Steps to Perfecting the Creative Brief

• Design at 99designs.

• Design consultant at IBM.

• Worked with many brands over

the years, including

Volkswagen, Nokia, Coca-cola,

Canon and more.

Aleks Witko

9 Steps to Perfecting the Creative Brief

• A detailed plan for a design

project. A blueprint.

• A key to successful outcomes.

• Fail to prepare, prepare to fail.

What is a creative brief?

9 Steps to Perfecting the Creative Brief

When do I write a creative brief?

9 Steps to Perfecting the Creative Brief

• Helps you to write down and

structure ideas.

• Helps initiate a conversation

with your designer.

• Maintains clear direction.

Why should I write a creative brief?

9 Steps to Perfecting the Creative Brief

• If you have a business plan,

you’ll already have done a lot

of the ground work for your

creative brief.

• Here are 9 steps to perfecting

your creative brief.

How do I write a creative brief?

9 Steps to Perfecting the Creative Brief

Background information

9 Steps to Perfecting the Creative Brief

• What does your business do?

• Mission and vision.

• What problem is your business

solving?

• What makes you unique?

Business background1

9 Steps to Perfecting the Creative Brief

• Put yourself into your

customer’s shoes?

• When is your customer?

Who is your target audience? 2

9 Steps to Perfecting the Creative Brief

• What are you actually trying to

accomplish?

• How will you do it?

• How will you measure it?

Objectives3

9 Steps to Perfecting the Creative Brief

Visual style

9 Steps to Perfecting the Creative Brief

• Focus on a few key attributes.

• If your brand was human, how

would you describe them?

Brand personality4

9 Steps to Perfecting the Creative Brief

• What you like and what you

don’t like.

• Show examples (e.g. with

Pinterest board).

• Give your designer a sense of

ownership.

Aesthetic 5

9 Steps to Perfecting the Creative Brief

Deliverables

9 Steps to Perfecting the Creative Brief

• How will people interact with

what you’re creating.

Context6

9 Steps to Perfecting the Creative Brief

• Try prepare content before your

designer starts. Content can

significantly change designs.

• Your designer won’t always

know all the requirements.

Content

7

9 Steps to Perfecting the Creative Brief

• Understand what files you

need to give your printer.

• Digital? Print? Formats?

• Your designer will be able to

help, but will need to know a

few things first.

Files8

9 Steps to Perfecting the Creative Brief

• Be explicit about when things

should be delivered.

• Create checkpoints for

reviewing progress.

• Parkinson’s law.

Timelines 9

9 Steps to Perfecting the Creative Brief

Common mistakes

9 Steps to Perfecting the Creative Brief

Target audience too broad

9 Steps to Perfecting the Creative Brief

Too much or too little direction

9 Steps to Perfecting the Creative Brief

Keeping feedback relevant

9 Steps to Perfecting the Creative Brief

Great business starts withgreat design.

99designs.com twitter.com/99designsBiz 99designs.com/customer-blog

Logos, websites and more

9 Steps to Perfecting the Creative Brief

Give yoursmall businessa big boost.