Every great relationship is built on strong communication. Relationships between product or marketing leaders and creatives often hit rough patches when communication breaks down.
According to a recent Visually survey, more than 60 percent of marketers and creatives believe their collaboration is hindered by poor communication. On both sides, the term most commonly used to describe the relationship was “frustrating.”
How can the two teams mend their differences? The solution — at least partially — lies with creative briefs. Just 25 percent of creatives, according to the survey, said marketers effectively follow briefs, while less than 40 percent of marketers said the same about creatives.
A well-executed brief takes all the information for a project, whether it be a product development project or a marketing project, and puts it in one concise document. The project’s requirements, goals, and expectations are there. The brand standards are there. All the information that both teams need to develop, design, and brand the project is there.
Without a clear, concise creative brief to unite them, communication between product or marketing teams and creative teams really suffers. Product development suffers. Your company suffers.
Think Like a Developer
To improve your creative briefs — and hopefully soothe any sore spots between your creatives and product leaders — follow these three tips for building better briefs:
1. Don’t lose sight of the goal.
When clients bring us a creative brief, they often define their audience too broadly. For instance, let’s say we’re working on an app and the brief defines the target market as “anyone with a smartphone.” Unfortunately, trying to appeal to all smartphone owners results in feature bloat, increased costs, blown deadlines and ultimately a uselessly vague product.
The solution, then, is to be specific. The question should not be, “How many people can we reach?” but rather, “Who are the right people for us to reach?” Designers and product managers employ user stories in their work, and this should be duly noted when putting together a creative brief. A user story is a thought experiment: “As a [blank]
2. Leave room for experimentation.
3. Make user testing your guide.
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