Brahm Digital lead. Design & digital manager. Creative manager. fuse8 Senior project manager. twentysix Senior project manager. Bloom Studio director. Chief operating ofﬁcer. Home Creative & development director. Studio of Things Tea boy through to managing director. 1998 2014
challenge you are setting! You’re setting a question and you want some answers. Who have we recognised we will be looking to talk with? You really need to understand the audience. It’s means we can tell a story that connects. There’s nothing worse than talking to someone who just doesn’t give a shit what you’re saying, is there? How will the audience respond? Most of the time it’s a call to action. Maybe there’s an emotional response. Embrace your insight here! (Where you get your insight: another story.) What is the stuff the audience will embrace - and put them off? Bunnies. Puppies. Snappy financial advice. Happy smiley people. A threat. Advice. Reassurance. Any channels of communication we’d look to focus on? (Also: any time and places best?) It’s OK. You can put “It’s a blog post” here as long as it’s the best place for this work to go. Anything we need to bear in mind to include - brand guidelines, straplines, complementary activity, SEO shizz, what their competitors are doing? It’s just here cos sometimes we all forget we need to put a logo on there, for whatever reason, that a designer will object to. Might as well get that up front. Oh, and if the client likes a particular font. Or we're just do second tier work and have to follow the lead work. You get the idea.
Date 1. Overview *What’s the Twitter style brief? (sum it up in less than 140 characters) You need to be able to do this as it means you really understand what you’re asking for. It can always be done! Even this fits #twitterbrief 2. Context *Why are we doing this? [If you’re not sure about this section ask the client for more detail] We need context, but we don’t need the whole history of the client. Why has this brief come in? What is the brand trying to do? What’s stopping us from achieving this? What is the challenge that we’re facing? Why does the brand think communications will help? What has the client tried before? What does the client want? What does the client really need? They can be two different things. Also just because the client has seen another idea and wants to copy that? That’s not a why! What relevant things are happening in the marketplace? We need to know more about this so that we can make our solution stand out from them. What a re the trends in the market? Are there any gaps? Do we have examples of competitor advertising? Who are the main players? What are their brand positionings? Is there anything outside the category? *Who do we want to talk to? [If you can’t answer this section - talk to planning] To make things more relevant we need to get under the skin of the people we’re talking to. Who are they; age, demographic, attitude to the brand? What are they doing? Work? Online? Offline? Free time? Who or what influences them? What do they embrace - expert advice? Videos of cats? Who are their friends? What do they read? Is there research? Can we quote them? What do we admire about them? Why would they care about our brand or what we’re trying to do? 3. Content *What insight(s) do we have? [If you can’t answer this section - talk to planning] Of all the things we know about the brand, market and audience, what is the really interesting nugget? Is there something about this group of people that other brands haven’t noticed? Is there something that we