Frontiers of Branding

Dr. Mirjam Hauser

Student name: Le Hoang Viet Anh

Student ID: 20679923
Applied Project
Session 3
Importance of a Creative Brief

A creative brief is made to outline the details of a creative project, including its
purpose, goals, requirements from customers, messages, demographics and any other
related information that all involved parties need to take note. The creative brief serves
like a treasure map that guides the creative team to the most effective way to work and
finish the project. A standard creative brief consists of clear and concise information on
the creative project and its strategy to approach customers (usually 1-2 pages) and is
made with team of person in charge from different departments in order to have a more
defined message of the product. There are many steps needed but the important steps
are to identify problems, goals, insights and target markets.
Frontiers of Branding
Dr. Mirjam Hauser

https://www.pinterest.com/pin/228135537358850098/
Frontiers of Branding
Dr. Mirjam Hauser

https://www.pinterest.com/pin/164240717648941764/
Frontiers of Branding
Dr. Mirjam Hauser

There are many clear advantages that make the creative brief a very important document
to have on hand when starting a project, such as:
- A proper plan needs to be defined: The creative project needs a purpose, goals,
requirements, and a clearly defined plan to exist. In a creative brief, the team will
articulate its vision, justify its benefits and create the implementation plan on how
the product will reach the target market (that the team researches and decides on).
It will help as a starting point so the involved parties can focus on the correct path
and avoid the misunderstanding, which might cause lots of times and money to re-
start the project.
- Have the communication matrix and project responsibilities ready: A well-prepared
creative brief have all stakeholders agree on the scope, objectives, deliverables,
persona and execution of the creative project. From there, the project manager will
create the communication matrix for each party involved and these person in
charge will be responsible for the project status update. It will help to establish
parameters and build trust, ultimately go towards a smoother process.
- Getting approvals from senior management can process faster: The senior
management is very busy – they want your proposals or briefs to be clear, concise,
not too long but with summarized and correct information on it. When the creative
team put in efforts and prepare an excellent creative brief, all information needed
are presented in front of the senior management, which makes them easier to scan
through, understand and make decisions (whether to give green light to process
or asking for clarification). It’s advisable to get clarification during the planning
phase instead of when the team is already working on the creative project.
- The final product is most likely to have higher quality: This final advantage is simply
the result of all the above advantages of proper investment of time, efforts and
resources into creating the creative brief. Since the creative brief involves both
external (the customers) and internal (the creative team, the other stakeholders
that contribute into making the product), making it properly and achieving the other
advantages will almost guarantee the successful of the product (barring
unexpected events, i.e. pandemic like Covid-19).