‘Brief’ breaks help you stay on target

Businesses today face constant pressure to keep up with the pace of their customers and competition, so it’s no surprise when a big project gets squeezed into a too-tight timeline. Even with compressed schedules and the temptation to find shortcuts, marketing teams have to be sure not to skip important project management steps like developing a solid creative brief.

Creative briefs explain, in detail, the project goals, client expectations and relevant brand standards so that all team members can check their ideas against it along the way. It removes ambiguity at the start of a project, so midstream issues can be resolved quickly and every decision has a clear purpose. Without this defined reference point, it can be difficult to critique how well creative work fulfills project needs – and how well the project fulfills brand objectives.

Worried that your creative might get off track? Check your brief to make sure it covers the essentials:

  • Where does the company/brand stand now and where should it be?
  • What is the competitive advantage of the product/service?
  • Who are you trying to reach? Through what media?
  • What voice/tone and messaging is consistent with the brand?
  • What information does the project have to include?

Every project will have its own way of fitting into the brand, but the easiest way to stay on target is to create a clear, comprehensive guide that team members can reference periodically as they work. Implementing these “brief breaks” will go a long way in ensuring every project stays on target.

What tips do you have to keep your creative on track? Let us know in the comments below.

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