People in the advertising industry are very familiar with the creative brief. It is the input document that provides the instructions we need to create the advertising we have been hired to develop. It provides background and target audience information. It identifies what we are attempting to make, both generally and specifically. It provides a key idea to communicate, and support points to back that idea up (#BackThatThangUp.)
Let’s get cooking
The creative brief is quite literally the recipe for creating any piece of creative advertising or design. And you must refer back to it during concepting in order to re-ground yourself. Because during the creative process you often go off on tangents upon tangents upon tangents. Which makes it important to regularly revisit the original direction.
I have seen the light
Through the experience of launching my advertising and idea agency, The Weaponry, I have found the creative brief and the process it guides you along don’t just work when you are trying to develop advertising and design elements. The creative brief also works when you are trying to build a creative business. Or any other business for that matter.
You need an input document, like a creative brief to identify what you are trying to make. But once you begin the process of building and growing a business you will often go off on tangents and wild goose chases. You will have new, random and crazy ideas you will want to pursue. Just ask Chris Gaines. In other words, it is common to get distracted from the original vision and mission.
Back to the brief
To overcome the distractions you encounter during the process of building a business, it is important to regularly revisit the original brief. Remind yourself why you are doing what you are doing. Remember what are you trying to accomplish. Revisit what the org chart is supposed to look like. Then ask yourself if you are anywhere close to that today. If not, course correct. Refocus. Get back to the plan. And start building momentum towards your original vision.
Every great accomplishment starts with a great plan. But the real value of a great plan, written down, isn’t just at the launch of an adventure. The great, ongoing value is in how that original plan can serve as a north star when we get lost, turned around, or distracted along the way. It is like the Ritalin for Business ADHD.
But you don’t have to be building a business to use the power of a creative brief. This simple document can help you chart a more satisfying life. Because it helps you identify the problem to be solved and create a vision for the future state. If you work in advertising, design or marketing and already use a creative brief regularly, consider using this Who-Where-When-What-Why-How formula to focus your ambitions outside of work. Including your side hustle. You’ll be amazed at all that little brief can do. And all that you can do with its help.