Writing a creative brief for packaging designers can seem like an unnecessary or daunting task; but can provide excellent results in the long run. Creative briefs are extremely important as they outline all of the work that needs to be completed by both the client and the agency. Creative briefs are constructed through initial meetings, emails and ideas from both the client and the agency. The creative brief will help guide both parties throughout the entirety of the project.
Creative briefs can be written in many ways but should include as much information as possible. Here are some key areas to focus on while writing your creative brief:
Knowing as much about the client as possible will give the agency an idea of who they really are, what they’re about, and the kind of message they are trying to place in the market. Conducting a SWOT (strengths, weakness, opportunities and threats) analysis will help both the client and the agency find areas of opportunity and areas to avoid.
Outlining the main goals such as ‘what are we trying to accomplish?’ and ‘what is the purpose?’ will help both parties create a clear direction to take. Creating higher level goals will help distinguish which lower level goals must be accomplished to execute the project.
Understanding your target audience helps determine marketing language, designs and overall approach. If you are able to break down your target market by demographic, it is much easier to research what makes them tick. In the end, what makes them tick is what makes them buy!
Similar to analyzing your company, you must analyze your top competitors. Performing a SWOT analysis will give you insight to where you can enter the market with an upper hand. Is there something they are all missing? Can you do something better? Look for opportunities!
How is your company perceived in the market today? Is there something that you need to change? Are you targeting the right market? Analyzing your overall tone can help you figure out what you can keep the same and where you need to improve.
Developing a strong and clear message will create better packaging and stronger branding. It’s important that the message is clear in the beginning and on brand.
Creating a timeline and budget makes it easier for both the agency and the client to understand when and where the agency is on the project. It also creates a commitment on both sides for deliverables. Developing a budget will work hand-in-hand with the timeline. It will also motivate both parties to follow through on deadlines.
Who is who on the project. Outlining specific roles will create better communication throughout the project. For example, if the client wants to know where the agency is on the project – they would directly contact the project manager. If the agency needs more information on competitors – the marketing manager or director may be the correct contact. The key is create the best avenues of communication.
Creative briefs can be written on both the client or the company side, but the key is to have both parties contribute as much as possible. It is a roadmap to executing a project with the least amount of hick-ups!