Outline the objective
Now it’s time to outline the objective. What should this commissioned content aim to achieve?
Also, consider how visuals will help to convey the message and include plenty of references if you can to give prospective applicants a steer towards (or away from) what you want. Are there any visual campaign assets in place already, such as the artwork (include them in the brief if so), or do they need to be created, too?
Remember to focus on one objective at a time, as too many messages mean too much clutter.
Emphasise the message
What should the reader think, feel, and most importantly, do after reading the brief? Do you want them to go away and research a little before applying; maybe to watch a key music video or check out the artist’s socials to help contextualise what they’re all about.
Set a timeline
Many creative professionals have trained for years to hone their skills and the magic from the creative process does not happen at the snap of a finger. By planning early you can set achievable timelines which work for both parties and your release, announcement or launch.
In the brief, remember to outline two key factors:
- When is the completed work required by?
- What format(s) do you need it in?
Ensure you outline everything else from the start, so you don’t need to make any problematic changes once the creative has been delivered.
Although a creative brief can be a little more detailed, it should never read like an essay. Try to avoid any pieces you’ve included ‘just in case’ and be vigilant with the delete key. You may need to make some tough decisions about what you keep in there, but this will make it even better.
Footnotes, such as links to your artists' websites and socials, provide perfect further reading for interested parties without adding too much extra information into the brief.
Brevity is key; don’t bore the reader: it’s always better to have just one main objective, one main benefit, and make sure you know what not to include.
- Give a problem to solve, not an open request
- Give a tightly defined, focused objective rather than something vague
- A long list of mandatories will stifle any creativity
- Be flexible, open and collaborative
Never underestimate how powerful a well-structured creative brief can be. If you do it properly, it will guide the work in the right direction, give all necessary information, and equip and inspire the creative team enough to come up with some truly innovative ideas.
Finally, try to remember: be visual and be punchy.
So what are you waiting for? Go forth and write the perfect creative brief!