Join Terry Lee Stone for an in-depth discussion in this video Measuring a creative brief's effectiveness, part of Running a Design Business: Creative Briefs.
I always think it's good to do a post-mortem on your works so that you can learn from the experience. After the project is completed and in use by the client, you are going to want to go back to your creative brief document itself and assess it. Did you do a good job? Did this brief work to inspire great creative? What could you have done better? What worked and what didn't? Taking a hard look at the document after it's been used will help you be able to better write creative briefs in the future.
Measuring a creative brief's effectiveness, is about looking at how well the creative worked to achieve the client's goals. A measurable goal or objective makes it obvious as to whether or not the design succeeded. Some goals are less easy to measure. But increasingly, analytics provided by websites and concrete benchmarks make certain kinds of success more apparent. In addition, to measure the effectiveness of your creative briefs, there are some things that you can look at as objectively as possible. Is the resulting creative aligned with the client's goals and brand values? Does the design distinctly position the client as unique among their competitors? How has the target audience responded to the creative? Have they actively engaged with it and shared it with others? Does the creative showcase unique ideas, features, and functionality? Is it a great portfoilo piece for you? Has the design generated from this creative brief garnered industry attention for you? Has it gotten you any new clients? Do an assessment like this after each project, and consider reporting the results back to your client.
This information will help the team course correct and build on the work to create even more effective creative briefs in the future. The bottom line is that you need a winning game plan for each project. Start by developing better creative briefs. In order to do that, learn from the one you just made and used.
- What is a creative brief?
- Who uses creative briefs—and how?
- Reviewing sample briefs
- Working with clients
- Soliciting good input
- Developing actionable insights