Let’s face it: briefs are the unsung heroes of creative projects. They should be the roadmap to success and ensure that all stakeholders, whether it’s a creative agency, marketing consultancy or client, speak the same language. Too often, however, they are treated as a mere formality, mixed with vague ideas such as ‘give it a twist’ or ‘make it stronger’. These well-meaning but confusing instructions can seem like being asked to bake a cake without knowing the recipe. The result? Confusion, longer lead times and sometimes a final product that no one likes.
Why generic briefs are a recipe for disaster
When a creative brief is too generic, it’s like throwing a dart blindfolded: you might hit the board, but you’re much less likely to hit the bull’s-eye. Agencies like details. We want to know all the details: your audience, your objectives, the tone you want to set and, yes, even who your competitors are and what they do.
A common frustration in the creative world is that clients often think they know exactly what they want until they see something they don’t like. That phrase is often attributed to Steve Jobs, and perhaps it’s true. Jobs believed that innovation was about more than just delivering what customers asked for. It is about interpreting their needs in ways they have not yet imagined. This thinking is also key to creative work. A well-written brief gives agencies the foundation they need to take a concept and elevate it, rather than having to guess in the dark.
The downside of inaccurate comments
Comments such as ‘I don’t see it right’ or ‘I want something stronger’ do not provide the clarity needed to make significant improvements. Imagine being told: ‘make it stand out’. What does that mean? One person may think it’s about bright colours; another, however, may think it’s about adding a catchy slogan. Without concrete details, these revisions often turn into endless rounds of comments and changes. This is frustrating for both the client and the agency.
The process drags on and the final product rarely matches the initial vision, leading to more rounds of tinkering instead of focusing on creating something great from the start. Specificity eliminates guesswork and reduces endless iterations.
What agencies really need
What makes a great brief? It’s about communication and alignment. A creative brief should give a clear picture of your brand, objectives and audience. Think of it as the ultimate cheat sheet for agencies to understand not only what you want, but why you want it.
Here is a short list of things that every creative brief should include:
1. Clear objectives. What do you want to achieve with this project? Do you want to raise brand awareness or increase conversions?
2. Knowledge of the audience. Who is the target audience for this campaign – young professionals, new mothers or retirees? Knowing the target audience helps the creative team tailor the message as well as the visuals to generate the desired impact.
3. Tone and style. Do you want the work to be fun or serious, formal or informal? Defining the tone from the beginning avoids misunderstandings later on.
4. Examples of your likes and dislikes. Giving visual references or explaining what competitors do (and what you want to avoid) can save a lot of time.
5. Brand positioning. A creative agency doesn’t just build a campaign, it builds a part of your brand. Defining how you want to be seen in the marketplace makes a big difference.
The feedback loop
Once the creative team has something to show for it, feedback is key. But here’s the trick: good feedback is specific, actionable and forward-looking. Avoid falling into the trap of saying ‘I don’t like it’ without explaining why. Instead, explain what is missing or misaligned.
For example:
– The tone seems too informal; we need something more formal for our professional audience’.
– The colours are not the right ones – can we try shades that fit our brand palette?
– The benefits of the product do not seem to be clearly addressed; let’s focus more on how it solves the customer’s problem’.
Vague comments lengthen the process. It is like trying to solve a puzzle with missing pieces. In contrast, specific feedback allows the creative team to focus on exactly what needs to be changed.
A well-written brief is the foundation of creative success. It guides the agency towards your vision, giving them all the tools they need to deliver a perfect solution, without countless rounds of revisions and guesswork. When clients and agencies work together to produce clear, detailed briefs, the process is more efficient, the end product more accurate and concrete, and everyone can avoid that frustrating situation where ‘people only know what they want when they see what they don’t like’.
So next time you’re working on a creative project, remember: the more detail you give upfront, the better the results. Creativity thrives within limits, and a solid brief provides just that: a framework that inspires innovation without endless guesswork.
