Brand and brief: how they relate?

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Creative briefs are used by design and advertising agencies to establish the client’s vision for an artistic project. The project typically affects the development of the company’s brand or the branding of one of its products or services. Consequently, there is a dependent relationship between branding and creative briefs, where the brief drives the development of brand components.

A company’s brand is probably its most important intangible asset. This is how consumers distinguish the company’s products from those of competitors. Brand recognition moves a company’s products out of the generic domain and into the enviable domain of customer loyalty based on reputation and an established standard. There are several components of a company’s brand, including name, logo and tagline, which are often developed in conjunction with internal or external artistic professionals, whose job it is to take management‘s vision and crystallize it into tangible expressions in a variety of media. communication.

Creative Briefs are tools used by artistic professionals that allow clients to specifically define their vision. Typically, it’s a series of questions designed to require the customer to put their expectations into words. A creative brief provides direction to the artist, which ensures that the result of the artist’s work aligns with the client’s thinking.

The relationship between branding and creative briefs is straightforward. Creative briefs are often used to develop all aspects of a brand. Using a brief guarantees a level of consistency that transcends artistic variation. No matter how many artists work on brand components over time, the brief allows the company to control certain aspects of the final result. For example, the resume typically informs a newly hired creative professional of the exact colors used in the company’s logo so that a consistent presentation can be made with the website.

Branding and creative briefs also go hand in hand in terms of professionalism. The better the creative brief, the more likely the client will get a top-notch job. Creative briefs work a lot like roadmaps for projects, setting vision and expectations. A clearer map with better directions gets you to your destination faster and with less hassle.

There are many companies, especially small companies, that do not use this type of tool to drive the creative process. Therefore, the relationship between branding and creative briefs is not absolute. Management can commission quality branded work based on verbal instructions and general guidelines. Often, a business owner cannot articulate a vision or does not have a specific vision in mind. In these cases, an artist is given ample leeway until something happens to the client.

Asset Smart.

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