A good creative brief is like making eggs. Ok, I'm trying to make this analogy work as a means to remember how to write a creative brief. Firstly figure out what our objective are. Scrambled or fried? How do we change people's perceptions who don't for example like scrambled Eggs, and effectively change their behaviour and attitudes? We do this by Investigating the category of all eggs; free range, cages, premium etc. and by not imitating our competitors, but challenge them.
Who is our target market and how do we tap into their unexpressed needs and desires. What media do they use, but more importantly what are their share attitudes? Look at current trends. i.e the move towards free range.
What is the role of the brand? Once we understand the emotional needs of our audience we can start to think about the role the brand plays. Using this "brand promise" we can start using this philosophy like a lens into the lives of consumers and their altruist need of treating animals that we consume humanely. This then defines the whole brand experience.
What is the proposition (comms) – the single-minded thought that the communications will bring to life in a provocative and compelling way? It should build on our insights into the target audience and the role of the brand and crystallize them into a focused idea that captures the essence of what we want to say. FREE CHICKENS!
We need to give consumers reasons to support our brand, "permission to believe." Perhaps provide editorial pieces on our free range chicken farms where farmers release the caged chickens in an exhilarating and inspiring way.
We need to create a unique brand personality that consumers identify with and that will build a relationship between the consumers and the brand. The mood and tone of the communications will reflect the unique personality of our 3 eggs brands.
Food for thought:
Understand your audience: their needs and motivations. Involve the creative team before briefing them. Visit the caged farms and see how chickens eat, bread and live. Focus on one key message. Be open minded and courageous! Be brief and use everyday language.