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A creative brief is documentation of what a company’s brand is all about. At a minimum, it is used to guide all creative development. Everyone who works on the brand is working from the same blueprint and the same guidance. If you want someone to develop a logo, write a story, develop a video or otherwise do any creative work, give them the brief as a starting point. So, a creative brief is a tool to build one brand, not multiple versions depending on who is executing the project. It can also be used more powerfully as a means to build a product that stands for something compelling. Use the creative brief to align all of a company’s efforts behind a Unique Selling Proposition, delivering on the Consumer benefit in a consistent tone.
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