Big or small, every project begins with the same questions. You’ll find them in The Gulp Creative briefing template, which you’re welcome to download and use (link at the end). Here’s some help on how to answer those questions.
We work hard to deliver the best creative solution for your needs – on time, and on budget. A well-crafted creative brief is our launchpad for success.
Who You Are will inform everything we create for you.
Imagine you had to ‘sell’ your company to a stranger. That’s what we need to hear. What is your core business? What are your product or service USPs and who are your competitors? (What are they doing well?) What is your company’s mission statement and your company ethos? And what are the achievements and ambitions for your department?
In short, what makes you, you?
Your Objectives will provide the framework for our creative output.
We need to know about your primary objective. Is it brand building, lead generation, sales, education, retention, win-back or something else? How will you measure success?
You may have secondary objectives, too. Launch a new brand identity. Consolidate marketing communications. Move to a digital-first comms strategy. We need to know your thinking.
What are you aiming to achieve?
Your Audience: probably the most important people in this process.
A clearly defined target audience will vastly improve your chance of meeting objectives. Whose needs do you want to meet? What do you know about them? If you have customer research, we’d love to see it. The more we understand the end users, the better the product will be. Finally, if you have more than one audience in mind, rank them so we know where your priorities lie.
Who are we talking to?
Your Content describes the raw ingredients that are available: words, pictures, video, insights or data.
True ‘blank canvas’ projects are unusual. Prior communication, approved copy, brand guidelines, or just a logo… every client brings a unique mix of assets for us to draw on. Whether it’s photography, copywriting, graphic design or more, we’ll then fill in the gaps and produce something that’s far greater than the sum of its parts.
What content do you have?
Your Deliverables are the product of your objectives + target audience + insight. It’s the output of the project.
Many clients come to us with a shopping list: a brochure, a website, marketing collateral or more. Some clients leave with a different set of deliverables, having discovered that there’s a better way to meet their objectives. But let’s start with what you understand you require, and we can take it from there.
What do you need?
Your Deadlines and Budget will define what’s possible.
We welcome an open conversation about time and money. It sets mutual expectations and helps to ensure that deadlines will be met, of course. But it unlocks the right kind of exciting creative conversations, free from uncertainty. Let us know your constraints and we’ll let you know what’s possible (and desirable).
What is your budget and what is your deadline?
If you’ve liked what you’ve read or have questions, we’d love to hear from you (with or without a completed briefing template!).