The Importance of a Creative Brief for the Place-Based Brand
by: Bill Kamp
Barnstorming in the Roaring 20s
The phrase, “fly by the seat of your pants” as defined by Wiktionary is, “To pilot an aircraft without the aid of instruments, without a flight plan, using only instinct, visual observation, and practical judgment.” In other words, make it up as you go along.
The Wrong Way
In 1938 aviator Douglas Corrigan, set out to fly from New York to California and instead ended up in Ireland. A classic example of “flying by the seat of your pants.” For that, he was playfully nicknamed, “Wrong Way” Corrigan.
With a creative brief, guessing is the last thing you want to do. Especially when you are branding a place brand. With all the metrics, research and analysis available today there is no reason to not make a purposeful and well-thought-out brief.
How to Not Fly By The Seat of Your Pants
After input meetings with the client and needed research, it’s time to do the creative brief. Prior to starting to provide your creative with a detailed roadmap. This is key, since creatives hunger for knowing everything, but need to know what is key.
A creative brief defines the audience–who we are talking to. What problem does the product solve for the audience? Who the competition is. What is going to cause them to have an affection for the product? In branding place-based clients the creative brief helps the creative team discover how to sort through all the competing shareholder input.
A Creative Brief has Four Sections
First, it defines your audience or who you are speaking to. In this section, you want to take a deep look at the different audiences. Determine who the primary and secondary audiences.
Next, define the problem that your product or service solves. You can do this by understanding what will make the audience’s lives better.
Third, define the competitive landscape. Actually visiting and interacting with the competition whenever possible. What are they doing right? What are they doing wrong? Seeing for yourself by experiencing what the competition has to offer.
Finally, explain what unique insights from the research causes to have an affection for city, airport or hotel. That is the emotional side of things. Looking at video of the audience’s emotions in research focus groups can help understand the emotions stirred up by the moderator’s questions.
In branding places, the creative brief helps the team discover how to help the audience discover all those factors that give them a unique feeling of place.
Place-based branding is a new frontier. The majority of what’s being done is very mundane. A creative brief that is interesting, exciting and well-written can be the catalyst for great branding insight. The sky’s the limit!
Armed with your creative brief, it’s off to a whole new adventure for the creative team.
If you want to have a brilliant creative brief that launches outstanding strategic branding, take a short call with us.