The best brands are like good friends. We’ve probably all heard it a hundred times: “it’s what’s inside that counts” – and it’s true! When you make a new friend, the way they look might be your first impression, but it’s their heart, their differences, their personality that determines whether or not you will connect and become friends. It’s the same way with brands! The deeper the connection we build with them, the longer-lasting the relationship will be.

The creative brief is the key to building this relationship with our target market. It is a company wide declaration from the perspective of the business that states:

·         This is who we are

·         This is why we do what we do

·         These are the values we prioritize over all

·         These are the customers we aim to please

·         This is the problem they face

·         This is where we will place our product or service so they can access it most easily

·         This is the price we will charge to provide value to our customers

·         These are the features, advantages and benefits we will provide to our customers

·         This is the 30-second statement of the value we provide

·         This is how we are better at service our customers than our competitors

·         This is the market potential of the target market

·         These are the communication levels needed to achieve our marketing potential

·         This is the tagline or theme that embodies it all

·         And FINALLY, these are the brand elements (colors, fonts, logos, etc.) that compose our outward appearance.

Many business owners already know all of these aspects of their business. But is it written down so that the entire company can work toward the same goal? Is it documented so that designers can create a brand image that truly conveys the company’s message?

The Creative Brief has the power to connect companies to the people who are most likely to value what the company has to offer. By deciding who to market to, how to market to them and why, businesses will be able to more strategically spend their marketing dollars, will be able to measure and scale their marketing success, and build stronger, lasting relationships with their customers. The best thing about the well-implemented Creative Brief is that it will serve as your compass for almost every decision your team makes – from solving ethical dilemmas, to changes related to meeting customer’s needs.

If you don’t have a Creative Brief yet, maybe it’s time to give your brand the TLC it deserves! If you are ready to build a stronger connection with your customers and don’t know where to begin, reach out. I am always here to help connect the dots.