What are the best practices for collaborating with a creative team on a brief?

1 Define the problem

The first step in creating a brief is to define the problem that you are trying to solve with your branding project. What is the current situation of your brand, and what are the gaps or opportunities that you want to address? What are the main challenges or pain points that your target audience faces, and how can your brand help them? What are the desired outcomes and benefits of your project, and how will you measure them? By defining the problem clearly, you can communicate the purpose and scope of your project to your creative team, and help them focus on the most relevant and impactful aspects of your brand.

2 Know your audience

The second step in creating a brief is to know your audience, both internally and externally. Internally, you need to identify who are the key decision-makers and influencers in your organization, and what are their roles and expectations for the project. You also need to establish how you will communicate and collaborate with them throughout the process, and how you will handle feedback and revisions. Externally, you need to understand who are your target customers, and what are their needs, preferences, and behaviors. You also need to research your competitors, and how your brand can differentiate itself from them. By knowing your audience, you can align your brief with the interests and values of your stakeholders, and ensure that your brand resonates with your customers.

3 Set the tone

The third step in creating a brief is to set the tone for your brand, and how you want it to be perceived by your audience. The tone of your brand includes elements such as your voice, personality, style, and mood, and it reflects your brand's identity, values, and promise. The tone of your brand also influences the tone of your brief, and how you convey your message to your creative team. You need to use clear, consistent, and engaging language that reflects your brand's tone, and that inspires and motivates your creative team. You also need to provide examples and references that illustrate your brand's tone, and that help your creative team visualize and execute your vision.

5 Be flexible

The fifth step in creating a brief is to be flexible, and open to feedback and collaboration from your creative team. While you need to have a clear and specific brief, you also need to allow some room for creativity, experimentation, and innovation from your creative team. You need to trust their expertise and experience, and respect their opinions and suggestions. You also need to be responsive and supportive, and provide constructive and timely feedback that helps them improve and refine their work. By being flexible, you can foster a positive and productive relationship with your creative team, and encourage them to deliver their best work for your brand.

6 Review and revise

The sixth and final step in creating a brief is to review and revise it before you present it to your creative team, and throughout the project. You need to check your brief for accuracy, clarity, consistency, and completeness, and make sure that it covers all the essential information and details that your creative team needs. You also need to update your brief as the project progresses, and as new information, insights, or changes arise. By reviewing and revising your brief, you can ensure that it remains relevant, effective, and aligned with your project's goals and expectations.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?