Using a Creative Brief
Developing a robust starting point for you projects will help you stay aligned with brand narrative and audience needs. When you establish creative direction early in your process, you can use it as a guide for pre-production planning to content development to post-production analytics and everything in between.
Step 1: Developing and Using the Creative Brief
To communicate with our audiences, make an emotional connection with them and cause them to take action, we must answer three big questions:
- Who are we talking to, and what do they need?
- What are we talking about, and what makes it interesting?
- Why does this matter, and why do people care?
Before you begin writing any communication, consider these questions and aim for an understanding of your answers that’s as full as possible. Guided by our strategy, messaging and insights, this will help you create communications that cut through, stand out and tell more meaningful stories.
Step 2: Using the Answers to Inform Brand Storytelling
Knowing who our story is for, how can we connect with this audience more authentically?
- What brand language could we employ?
- What style of headline might be appropriate?
- What elements of our story will interest them?
- What will grab their attention?
Knowing what our story is about, how can we make it compelling?
- What details should we include (and which should we ignore)?
- What elements of our brand personality should we lean on?
- What action do we want our audience to take?
- What will make this message sticky or memorable?
Knowing why this story matters, how will we make our audience feel it?
- What language will best illustrate the benefit to our audience?
- How can we connect the specifics of the story to the bigger Texas A&M narrative?
- What language can we use to compel our audience to action?