PART SEVEN:

Briefing the client: principles in communicating the concept.

Within industry, miscommunication can be an expensive mistake and one that brands, and businesses don’t want to make. Therefore, the importance of communication between a client and business is key. As advertisements are the main visual communication between a brand and its consumers this mean the campaign posted must reflect the brand’s personality as well as its values. A creative brief is a useful way for brand/client to communicate their vision and ensuring everyone is on the same page creating a successful campaign. A creative brief can be a 1 – 2-page document which outlines the strategy for a creative project and making sure everybody is on the same page. The document can include but is not restricted to: a brand statement - this is where the brand will outline what the brand is about and its narrative; a project’s background section which gives a small insight to the campaign, the target audience and campaign goals and “driving Ideas” this will help the team have a good idea of the key messages the client wants. Other areas which can be included are the product details and the brand’s requirements. This sets an outline of what needs to be included creatively or not. Have a creative brief is key for any campaign as people’s perception of colours and designs can be very different as someone’s idea of soft colours could be pastels whereas for someone else that could mean neutrals.