New Feature: Playlist Center! Pick a topic and let our playlists guide the way.

Start learning with our library of video tutorials taught by experts. Get started

Brand Building Basics
Illustration by Richard Downs

Developing a creative brief


From:

Brand Building Basics

with Lorrie Thomas Ross

Video: Developing a creative brief

A brand's identity or story is communicated in a number of ways, including things like logos, taglines, business cards, stationery, and websites. Collateral like pens, caps, notepads, and even invoice design can support and reinforce brand communications. Think of brand design--any creative design for that matter--as a dance. There is a natural back-and-forth to the process. So how do you make sure that your vision is cleared to avoid wasting time and money going back and forth with unnecessary rounds of designs? Start by documenting your brand once with a creative brief.

Watch this entire course now—plus get access to every course in the library. Each course includes high-quality videos taught by expert instructors.

Become a member
please wait ...
Brand Building Basics
25m 8s Beginner Aug 07, 2012 Updated Aug 29, 2012

Viewers: in countries Watching now:

In this succinct course, author, speaker, and marketing expert Lorrie Thomas Ross provides an overview of the basics of branding your business or yourself through consistency, communication, and effective collateral. The course shows how images, messaging, and market positioning can help you build visibility and credibility among customers. It includes real examples of successful brands and how aspects such as color, logos, and fonts, not to mention a strong web presence, contribute to their success.

Topics include:
  • Understanding branding
  • Looking at trends and a gallery of brands
  • Positioning your brand in the marketplace
  • Integrating images and style
  • Developing a business promise
  • Creating a style guide
  • Trademarking your brand
  • Tying together the print and web site design for a brand
  • Avoiding common mistakes
Subjects:
Marketing Branding
Author:
Lorrie Thomas Ross

Developing a creative brief

A brand's identity or story is communicated in a number of ways, including things like logos, taglines, business cards, stationery, and websites. Collateral like pens, caps, notepads, and even invoice design can support and reinforce brand communications. Think of brand design--any creative design for that matter--as a dance. There is a natural back-and-forth to the process. So how do you make sure that your vision is cleared to avoid wasting time and money going back and forth with unnecessary rounds of designs? Start by documenting your brand once with a creative brief.

The creative brief is a communications tool to help manage design processes efficiently. You can use this to communicate your wants, needs, and expectations. If you're a designer, you may insist the client complete a brief before work starts, to have a consolidated set of directions, especially if several deciding parties are involved. A creative brief should be just that, brief. It includes short paragraphs. We've provided a worksheet called The Creative Brief in the exercise files to help you focus your conversations developing your brand assets.

A creative brief includes information about your company: a business overview, marketing history, and the reason for the creative brief. Project details: explain the scope of the project, what it's for, when it's needs to be complete, how it may or may not tie into other marketing. Goals and objectives: describe your target audience, demographics, geographic location if applicable. Many briefs share information about the competitive landscape, value proposition--what's in it for the customer.

If there are necessary communication points, bullet this out in the brief. Explain the ways you'll use this asset or assets. Will it be used online, on things like T-shirts. How does this tie into overall marketing strategy? Communicate design preferences. This can include any style guidelines like font, format, and colors. Describe the look and feel you want. Clarify budget requirements if there are any. Be sure to provide the list of contacts as well as their contact information, so the right people are included in the review process.

Finally, to help illustrate the creative process, we also included the creative brief for no obstacle sport in the exercise files. The creative brief starts the conversation between you and the designer, or if you are the designer, you and the client. Be open to some back-and-forth discussions to get the final product right.

There are currently no FAQs about Brand Building Basics.

 
Share a link to this course

What are exercise files?

Exercise files are the same files the author uses in the course. Save time by downloading the author's files instead of setting up your own files, and learn by following along with the instructor.

Can I take this course without the exercise files?

Yes! If you decide you would like the exercise files later, you can upgrade to a premium account any time.

Become a member Download sample files See plans and pricing

Please wait... please wait ...
Upgrade to get access to exercise files.

Exercise files video

How to use exercise files.

Learn by watching, listening, and doing, Exercise files are the same files the author uses in the course, so you can download them and follow along Premium memberships include access to all exercise files in the library.
Upgrade now


Exercise files

Exercise files video

How to use exercise files.

For additional information on downloading and using exercise files, watch our instructional video or read the instructions in the FAQ.

This course includes free exercise files, so you can practice while you watch the course. To access all the exercise files in our library, become a Premium Member.

join now Upgrade now

Are you sure you want to mark all the videos in this course as unwatched?

This will not affect your course history, your reports, or your certificates of completion for this course.


Mark all as unwatched Cancel

Congratulations

You have completed Brand Building Basics.

Return to your organization's learning portal to continue training, or close this page.


OK
Become a member to add this course to a playlist

Join today and get unlimited access to the entire library of video courses—and create as many playlists as you like.

Get started

Already a member?

Become a member to like this course.

Join today and get unlimited access to the entire library of video courses.

Get started

Already a member?

Exercise files

Learn by watching, listening, and doing! Exercise files are the same files the author uses in the course, so you can download them and follow along. Exercise files are available with all Premium memberships. Learn more

Get started

Already a Premium member?

Exercise files video

How to use exercise files.

Ask a question

Thanks for contacting us.
You’ll hear from our Customer Service team within 24 hours.

Please enter the text shown below:

The classic layout automatically defaults to the latest Flash Player.

To choose a different player, hold the cursor over your name at the top right of any lynda.com page and choose Site preferencesfrom the dropdown menu.

Continue to classic layout Stay on new layout
Exercise files

Access exercise files from a button right under the course name.

Mark videos as unwatched

Remove icons showing you already watched videos if you want to start over.

Control your viewing experience

Make the video wide, narrow, full-screen, or pop the player out of the page into its own window.

Interactive transcripts

Click on text in the transcript to jump to that spot in the video. As the video plays, the relevant spot in the transcript will be highlighted.

Are you sure you want to delete this note?

No

Thanks for signing up.

We’ll send you a confirmation email shortly.


Sign up and receive emails about lynda.com and our online training library:

Here’s our privacy policy with more details about how we handle your information.

Keep up with news, tips, and latest courses with emails from lynda.com.

Sign up and receive emails about lynda.com and our online training library:

Here’s our privacy policy with more details about how we handle your information.

   
submit Lightbox submit clicked
Terms and conditions of use

We've updated our terms and conditions (now called terms of service).Go
Review and accept our updated terms of service.