FusionDesign | How to Write a Brief

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A well-written brief is the first step towards powerful creative, which is why getting it right is non-negotiable. Here’s 5 easy ways you can use to write briefs that inspire – and do so in double time.</p> <p><img src="images/blog/fusiondesign-design-brief.jpg" alt="Image" width="1110" height="740" class="img-responsive"></p> <p><strong>Think Like A Strategist, <em>Write Like A Minimalist</em></strong><br> More often than not advertising briefs are written by professionals known as strategists. Or, in extreme cases, account managers. If you are a strategist, or an account manager with an interest in strategy, you probably enjoy lengthy brainstorming sessions.</p> <p>You thrive on mind maps and like to “flesh things out”. Attributes like those are essential if you want to call yourself a strategist.<br> Unfortunately they also lead to fluffy briefs: Long documents containing unnecessary content.</p> <p><strong>Creatives Can’t <em>Don’t Read</em></strong></p> <p>When you write a brief, keep in mind your target audience sit in the creative department. Creatives have short attention spans and are unable to read long sentences. Words like ”awareness” and “blogger buzz” confuse them. The best way to get through to a creative is to write like you’re speaking to a 6-year-old. Be clear. Be precise. Be fluffless.</p> <p><img src="images/blog/fusiondesign-write-a-brief.jpg" alt="Image" width="1110" height="740" class="img-responsive"></p> <p align="center"><strong>5 Easy Ways To Write Fluff-Free Briefs </strong><br> <strong>Here are the 5 guidelines to writing a successful brief with an appropriate **Fluff Alert** for each:</strong> </p> <p align="center"><strong>1.    Find At Least 1 Consumer Insight</strong><br> **Fluff Alert!**<br> ‘High LSMs spend the most money’ is not an effective consumer insight.</p> <p align="center"><strong>2.    Write A Specific, Obtainable Objective</strong><br> **Fluff Alert!**<br> An objective that starts with ‘The purpose of this campaign is to raise awareness, generate blogger buzz and create excitement…” only raises suspicion.</p> <p align="center"><strong>3.    Match The Brief To One Project </strong><br> **Fluff Alert!**<br> A brief with the words ‘Big Idea’ on the cover is destined for fluffiness</p> <p align="center"><strong>4.    Create A Persona  To Represent The Target Audience</strong><br> **Fluff Alert!**<br> Interviewing colleagues will not necessarily produce results.</p> <p align="center"><strong>5.    Position The Brand In The Minds Of The Consumer </strong><br> **Fluff Alert!**<br> A 10-word positioning line is pushing it.<br> After all – FusionDesign are all about building brand diamonds and we all know how a diamond shimmers and dazzles when you shine a light on it just right! Contact us on t 082 8255 715 to discuss how we can turn your brand into a Brand Diamond!</p> <p> </p> </div>  </div> </div> </div>  </div> </div> <div class="col-sm-4 tr-sticky"> <div class="tr-sidebar theiaStickySidebar"> <div class="tr-sidebar"> <div class="widget-area">   <div class="widget recent-post"> <h3 class="widget_title">Recent Posts</h3> <ul class="tr-list"> <li> <a href="/get-ready-for-festive-fun-galileo-dezemba.php">Get Ready for Festive Fun at The Galileo this Dezemba</a> <span><a href="#">November 20, 2024</a></span> </li> <li> <a href="/groot-constantia-elevate-your-summer-exceptional-experiences.php">Groot Constantia: Elevate Your Summer with Exceptional Experiences</a> <span><a href="#">November 14, 2024</a></span> </li> <li> <a href="/hotel-verde-achieves-net-zero-waste-certification.php">Hotel Verde Achieves Net Zero Waste Certification</a> <span><a href="#">November 14, 2024</a></span> </li> <li> <a href="/darling-brew-gluten-free-red-ale.php">Darling Brew Debuts Delicious Gluten-Free Red Ale</a> <span><a href="#">November 14, 2024</a></span> </li> <li> <a href="/eco-spa-cape-towns-greenest-hotel.php">Eco-Spa At Cape Town’s Greenest Hotel Meets Multiple Top Trends</a> <span><a href="#">May 17, 2024</a></span> </li> <li> <a href="/the-president-hotel-leads-the-way.php">Iconic Cape Town Hotel, The President, Leads The Way In Inclusive Hospitality</a> <span><a href="#">May 6, 2024</a></span> </li> <li> <a href="/darling-brew-gluten-free-beer.php">Darling Brew Gluten-Free Beer, Causing A Flutter Amongst Consumers</a> <span><a href="#">March 26, 2024</a></span> </li> <li> <a href="/wine-harvest-insights.php">Wine Harvest Commemorative Event Honourees Offer Industry Insights</a> <span><a href="#">March 26, 2024</a></span> </li> <li> <a href="/wcw_2024_bizcommunity.php">Exploring South Africa's West Coast Way</a> <span><a href="#">February 9, 2024</a></span> </li> <li> <a href="/verde-vita-spa.php">Pamper Yourself At The Luxurious Verde Vita Spa and Wellness Centre</a> <span><a href="#">November 29, 2023</a></span> </li> <li> <a href="/hotel-verde-awards.php">Hotel Verde Honoured With Prestigious GREAT Awards</a> <span><a href="#">November 29, 2023</a></span> </li> <li> <a href="/2024-growth-hacks.php">Get Your 2024 Growth Hacks Here</a> <span><a href="#">October 25, 2023</a></span> </li> <li> <a href="/buccaneer-celebrates-mandela-day.php">Buccaneer School Shoes Celebrate Mandela Day at Eastville Primary School</a> <span><a href="#">July 18, 2023</a></span> </li> <li> <a href="/one-thibault-residence.php">Work, Stay, Play And Explore Cape Town’s Top Attractions</a> <span><a href="#">July 14, 2023</a></span> </li> <li> <a href="/happy-birthday-sa-wine.php">Happy Birthday to South African Wine!</a> <span><a href="#">November 14, 2022</a></span> </li> <li> <a href="/hot-summers-music-kirstenbosch.php">30 Hot Summers Of Music At Kirstenbosch Summer Sunset Concerts</a> <span><a href="#">November 7, 2022</a></span> </li> <li> <a href="/winter-wonders.php">Kirstenbosch National Botanical Garden Winter Wonders 2022 with kids free this school holiday</a> <span><a href="#">June 27, 2022</a></span> </li> <li> <a href="/birthday-celebrations.php">Groot Constantia early birthday celebrations</a> <span><a href="#">June 27, 2022</a></span> </li> <li> <a href="/yellow-peeling-plain-tree.php">First-Ever Successful Rooting Of South African Critically Endangered “Yellow Peeling Plain Tree”</a> <span><a href="#">January 21, 2022</a></span> </li> <li> <a href="/fathers-day-groot-constantia.php">Celebrate Father’s Day With Groot Constantia’s “At Home” Wine Pairing Experience</a> <span><a href="#">January 15, 2022</a></span> </li> <li> <a href="/boxed-relationship-therapy.php">Boxed Relationship Therapy</a> <span><a href="#">January 28, 2021</a></span> </li> <li> <a href="/timeless-packaging.php">FusionDesign Unboxes Timeless Packaging</a> <span><a href="#">June 27, 2020</a></span> </li> <li> <a href="/communicating-with-employees.php">Communicating with Employees - 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FusionDesign | How to Write a Brief – Top 5 Tips