At the foundation of every successful marketing campaign lies a meticulously crafted brief. This document not only initiates the creative process but also provides a strategic guideline that is essential for the ultimate success of a brand’s communication efforts. Creating an effective brief requires more than just a thorough understanding of the project and its objectives; it also demands careful consideration in how the brief is written. In this article, we present seven tips for the style and techniques that contribute to writing a brief that is clear, accurate, and inspiring.
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1) Tone of Voice: The tone of the brief must be carefully chosen to be professional and accessible. This builds trust and credibility. A consistent tone of voice sets the stage for the relationship with the creative team and allows room for their interpretation, which is essential for fruitful collaboration.
2) Clarity and Precision in Language: In the brief, each term should be specific and unambiguous. Avoid jargon unless it is widely known and use precise terms that leave no room for misinterpretation. This helps eliminate uncertainty and ensures that everyone is working towards the same goals.
3) Conciseness and Coherence: The importance of a concise and coherent brief cannot be overstated. Each sentence must be purposeful; every paragraph should contribute to a deeper understanding of the project's goal. Redundant information must be eliminated. This process requires self-discipline and a profound understanding of the campaign’s objectives.
4) Active Voice for Direct Communication: Using an active voice in a brief strengthens the directness and power of the message. This not only makes the text more powerful but also more inviting for action and engagement, which is crucial for quick and efficient execution.
5) Structure That Guides: A well-structured brief uses bullet points and subheadings to present information. These elements act as signposts that quickly lead the reader through the main points, even if they have limited time. It also helps clarify the hierarchy of ideas and guide the flow of arguments.
6) Inspire Without Limiting: While a brief should set clear goals and expectations, it should not limit creativity. It must provide space for the creative team to utilize their expertise within the project's framework. Sharing sources of inspiration such as case studies or artworks can help think outside the box and stimulate new ideas.
7) Continuous Improvement and Feedback: Reviewing briefs and reflecting on the outcomes of campaigns is a powerful learning tool. This process helps identify what works and what can be improved, promoting a culture of continuous improvement within the team.
An effective brief is more than a document; it is an art form that combines strategic communication, creative freedom, and clear instructions. By applying the principles and techniques discussed here, marketers can create briefs that are not only functional but also inspire and motivate.
PitchPoint provides advice during a pitching process for developing the pitch briefing. The advice is aimed at maximizing the output that is relevant for making the right choice at the end of the process. Contact mia@pitchpoint.be for more information about our pitch guidance service.
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