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Quite often, creative individuals neglect discussing the significance of a well-crafted brief, but it's actually where everything begins. So, let me do something unfashionable and explain, from a creative perspective, why I absolutely love a great brief and how it sets us up for success.
Johnny Cash once said that "Creative people have to be fed from the divine source." For Creatives, that divine source lies within a well-thought-out brief. A good brief has the power to inspire our creativity. Unfortunately, we often find ourselves dealing with rushed briefs that lack clarity and leave us scrambling for information.
Rushing a brief doesn't speed up the task. Some believe it kickstarts the creative process, but it actually hampers it. Taking the time to gather all the necessary information is key to the job success. Put yourself in the creative person's shoes, what kind of crucial information would you need to not only produce good work, but also be efficient at it. Does the brief need more background info? Anything the client told you you’re not communicating, etc.
When we carefully put our thoughts on paper, we can assess the coherence of our ideas and determine if they make sense. Sometimes, we realise that the entire project isn't worth pursuing. By encouraging our clients to deeply consider their projects, we save them time and money while helping them create something truly meaningful and interesting. And they will love you for it.
Briefs that are rushed often keep evolving, causing unnecessary complications. A small update can force us to rethink the whole idea, much like changing the number of rooms in a house after the architect has already drawn the plans. That's why it's crucial for everyone involved to read and agree upon the initial brief.
When it comes to briefing, ditch emails and opt for face-to-face meetings whenever possible. Schedule a meeting on one of your office days, where the person giving the brief brings a fancy printed version for everyone. Trust me, creatives love scribbling on paper (it’s usually a good sign if they do). Meeting in person allows us to address any gaps and answer questions on the spot.
So here's to slowing down, gathering our thoughts, and creating remarkable work worth celebrating.
