When it comes to


creative the more you are


prepared to put in, the


you will get out. A good creative


more brief


is crucial if you are to receive creative proposals that


hit the mark.


A good design agency will of course know your business as well as you do and will understand your vision, values, proposition and target audiences. Your agency should be able to extract a super brief from you but I always think its worth you, the client, writing your own brief so that you can really start to think about the project, your desired outcomes and precisely what you expect. It’s a simple formula, put more in, get more out.


Ask your agency for a copy of their briefing documentation and make sure that its relevant for the type of project you need creative support with. A decent agency will have dedicated brief formats for web, advertising and branding work.


Obviously, you will know the basic stuff – what you need, the format or structure, product and service offering etc… but try also to think about the really important stuff. Good design can appeal to the senses and gets people thinking about your brand in a new way. Here are 5 points that are always worth thinking about and sharing with your designers:


Audience – Who is the primary audience? What, if anything, do they already believe? How does this differ from reality, what should they believe?


Objectives – What response do you want to achieve? What do you want them to think, feel or do? How can we measure this?


Key Features – What are the distinguishing pieces of information that need to be


communicated? What is the USP? Why is your business special and different?


Proposition – Can you sum up the proposition or offering in one sentence?


Tone of Voice – What is the feeling or personality you want to convey? How do you wish your business to be seen?


Whatever you do, don’t rush in but take time to prepare a good brief. At b1 we always re- read the brief to a client following the initial briefing session – its our way of telling the client how we have interpreted their


instructions and how we see the creative challenges that we have been asked to tackle. This dramatically increases the number of projects that we absolutely nail first time around.


Work with your designers, share all you know with them and give a face to face brief. They can then question you and draw out the essential nuggets of information that are far more likely to result in brilliant design and copy.


boost jan / feb 12 15


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