The Art of Creative Briefs: A No-Nonsense Guide.
Ever wondered why some projects feel like solving a Rubik's cube blindfolded while others flow smoother than your morning coffee? The secret sauce is in the brief, my friend!
Apr 3, 2025
Strategy unveiled
2 min read
Let’s dive into the five W’s (and one sneaky H) that’ll transform your brief from “meh” to “magnificent”:
Target Audience : Who are we talking to? (“Everyone” is not an answer!)
Brand Identity : Who are YOU in this story?
Dive into your sector, size up your competitors, and get crystal clear on your philosophy. Think of it as your brand’s personality test.
Got goals? Spell them out.
Whether it’s world domination or just boosting Q4 numbers—be specific.
Dreams are great, but measurable objectives are better!
3. Where?
Map every touchpoint where your audience will interact with your solution.
Think of it as planning the perfect date—you need to know where the magic’s going to happen.
4. Why?
Time for some soul searching.
Why are we doing this? What problem are we solving?
If you can’t answer this, it’s like trying to build a house without a foundation = it won’t end well.
5. How?
The business angle: How will this move the needle?
Get practical about benefits and outcomes.
Think ROI, not just IOUs.
The Secret Sauce: Reading Between the Lines.
Here’s where the magic happens (and where most people drop the ball).
Distill everything into two powerful sentences. It’s like writing a haiku for your project—every word must earn its place.
