Clients and prospects alike often tell me that they are sick of looking at their brand. They complain that everything looks the same. All of their printed collateral, their web site and corresponding PDF downloads, their social media graphics, etc… ALL LOOK THE SAME! They are frankly bored with their brand identity, and want to change it up due to some perceived notion that everyone else is getting bored with it too.
So, you are ready to move forward on that big project (brand identity, annual report, website, ad campaign, etc.) yet you are not sure where to begin. You tell your designer what you want and he goes forth and designs it with little to no information. The problem is that he doesn’t have a shred of information that will help him create something that is going to be effective, if at all usable or suitable for your audience. He won’t know what resources to use because he doesn’t know your budget. He doesn’t know whom you are targeting so it’s a shot in the dark to create something that will be effective for that specific market. That’s where a creative brief comes in.