Build Your Creative Brief
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Who is your client and what products and services do they offer? What's the size of the company? How long have they been in business? How did they get started in this business? What are their strengths and weaknesses? What are their values? What is their mission and vision? How do their clients talk about them? What do they love about their company and what are they most proud of? Have the client describe their business as if they just met you at a party and not at a conference trying to sell. Ask them to describe the company in layman's terms.
What is the project? Why do they need you? What materials do they need? What opportunities will the project present? This will give you a general idea of what to work and how to attack it.
What goals are they trying to achieve? Has this golden met before or is it something new that you have yet to introduce? Are they looking to grow their mailing list, get more clients, gain awareness, sell more product, or change their image? Ask how they'll measure success of the project. Do they have a call to action?
Who are you trying to reach? What’s the age range, race, gender? What type of business are these customers involved with? Why do they need this? What value will this give to them? How often do they buy or use their service?
Who are the competitors? Why do they think a particular company or companies are their competition? What does the competition offer that they don’t? What do they offer that the others don’t? What makes them unique?
TONE AND PERCEPTION
What is the audiences current impression of the company? Are they hiring, helpful, friendly, Jackie, earthy? Do they want to be bold and dominant or easily approachable? What kind of approach is best? Get as many details as possible. Such as which colors they like, what kind of fox, what kind of photography, ETC.
How much is the budget is there any room for adjustment get as many details as possible surrounding the budget.
AGREE ON A SCHEDULE AND LIST ALL DUE DATES FOR THE PROJECT.
Who approves the project? Who was assigned to each task in each section who is the point person for different aspects of the project?