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Whether you are starting from scratch with your brand and need everything (web and print) or you’re just about to take on the project of a new company brochure, communicating with your designer or agency is a critical step in making sure you get what you want within your budget. A valuable tool known as a Creative Brief is often prepared by the client to communicate the client’s needs, goals, likes and dislikes. Using such a tool can save hours of time and effort that can go directly to your bottom line.
The creative brief allows everyone involved in the project to quickly gain an understanding of all the key elements. Your creative brief does not have to be a multi-page document but can simply be one or two pages. Below are examples of sections that you can address in your creative brief:
| Who is your target audience? | Make sure you break out the various groups and identify which ones are the most important. |
| What is your main message? | What do you want readers/visitors to walk away with? |
| What motivates your audience? What are their pains? | Change and decisions are usually motivated by emotions. |
| Identify mandatory design elements. | This can be your logo, PMS colors, color palette, photography, professional designations, etc. |
| What adjectives can be used to describe the way the web site or marketing piece should be perceived? Or what is the tone of the piece? | Progressive, trust worthy, edgy, fun, playful, creative, etc. |
| Who are the competitors? | List their names and URLs. |
| How are you different from your competitors? List the factors that will make you a stand out? | This is an exercise in itself. Put a lot of thought into answering this question. |
The creative brief serves as a valuable communication vehicle that gives the team an idea of the creative direction for the project. Not only does it identify the demographics of the audience, their needs and expectations, but most importantly the communication strategy behind the creative.
CHEM-Flowtronics approached BZA with several goals in mind for the design of their new web site. First, the site had to be easy to navigate. Second the pages must load quickly. We know that purchasers of chemical & pharmaceutical process manufacturing equipment did not need to see animations or complex graphics. This is exactly why BZA designed a simple, clean, easy to read, fully expandable web site.
BZA assisted in re-organizing their content and created a simple, consistent navigational flow. With frequent changes in product specifications, CHEM-Flowtronics wanted to have the ability to update their own content. BZA provided them with a simple, yet effective content management solution that allows them to quickly and efficiently update their own content. They immediately started using the tool shortly after the website launched in early March.
CHEM-Flowtronics views their web site as the single most important component of their marketing strategy. Therefore, it is important to them that their site be properly indexed by all the major search engines. BZA’s expertise and careful attention to detail during the building of their site resulted in the entire site being indexed in Google and Yahoo within a couple of weeks. Prior to the redesign only 2% of their site had been indexed in the site’s five year history. Visit the site at http://www.chem-flowtronics.com
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