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Creative briefs represent formal or semiformal reports companies prepare for a specific purpose. Common types of briefs include project, business objective, or a value proposition. While some creative briefs may include each of these items in the report, other times, the entire brief can have a singular focus. Companies can either complete the brief internally or outsource the project to another business. The purpose of the brief may be to provide support for management decisions regarding the use of capital.
A project concept creative brief defines various attributes for a business project. Creative briefs with this purpose present information on the need, value, or reason for a new project. Multiple sections cover the concept, design, implementation, and finances needed to make the project a success. Length may vary as some projects may be more lengthy and in-depth than others. A follow-up brief may be necessary to answer any questions on the project from outside parties.
Business objective creative briefs represent goals a company desires to achieve through standard business practices. This brief has a more singular focus when compared to the project concept creative brief. Business objectives are common for each department or division in a business. Creative briefs under this format will define how a goal will increase the business’s profits or how the company can increase its reputation through a specific activity. Business objective competitive briefs may be among the most frequent briefs in a business.
Value proposition creative briefs are the most specific in business. A company may require this brief any time expenditures will result in a major change to business operations. The proposition is necessary to define how the business will receive a benefit from such a large expense. Creative briefs should outline why the expenditure is necessary, the specific immediate benefits received, and the long-term benefits derived from such capital expenditures. These briefs may be shorter as they only have one item on which to focus.
While creative briefs may have an internal focus, advertising briefs are also common in business. Advertising briefs usually fall under one of the latter two types. A marketing or advertising campaign must have an objective, making it important for a company to define how advertising accomplishes this goal. Advertising must also bring value to the business, leading to a creative brief filled out as a value proposition. Again, the brief may be one report but with two distinct sections to meet these goals.