MerlinOne: Creative Pros Share the Most Important Question a Creative Brief Should Answer

A creative brief is a crucial first step in any marketing strategy, whether you’re undertaking a photoshoot, designing a logo, or developing your next big advertising campaign. Blu Lotus President Sabrina Ram offers input to MerlinOne’s blog on what she believes is the most important question a creative brief should answer.

The most important question a creative brief should answer is “how does your request align with business goals?” Communications, marketing and graphic design teams often get requests that might help an employee achieve a departmental goal, but they don’t align with the company’s business goals. For example, requesting a Halloween-themed flyer might fit their department’s goal to create more resources, but it won’t achieve or make a significant impact on the business goal of increasing customers or sales. It wastes time and resources on a tactic that isn’t the best option. By asking about business goals, it helps frame the request into something more impactful. I’ve found a high reduction in unnecessary creative requests and increase in more successful strategies when we pose this question. It helps guide the requester in a better direction.

There are many important elements that go into an effective creative brief, including objectives, target audience, brand assets needed and deliverables. Click here to read more input from other industry leaders.