Writing a creative or digital brief can be particularly hard. So where to begin? A good brief is one that inspires, is clear, sticks to one goal, has supportive constraints and inspires others to take on the project. Here are our top tips that any one ought never to exclude from a brief.
- The Business Case: This part of the brief will encourage you to precisely outline what the problem is that you are addressing with a new campaign or project. Make sure you have a clear objective, avoiding jargon and any internal lingo. Write with your agency in mind; give an obvious and detailed description, so they can fully understand all of the factors they need to consider to achieve your goal.
- Measurement: What impact do you want to make with the project? Include facts, figures and success indicators.
- Competition: Investigate what your competition are doing and describe how they are achieving results.
- Target Audience: Take your audience into consideration – is the project you’re commissioning targeted and tailored towards your target market? This is particularly important when making big decisions like whether building your website to work on mobiles/tablets is just the latest fad, or something you really need to consider.
- Budget: Supplying a budget guide is always tricky, especially if you’re not sure how much it is likely to cost. With that being said, giving your agency an idea of a budget will mean they can better tailor their recommendations to your expectations. If you don’t have a fixed budget, then a price bracket such as ‘between £2,000 to £4,000’ will be the best solution.
- Ultimately, a creative brief should inform your agency as best as you can, so you can work together towards a shared goal: growing your brand and business.
Witney-based STL provides a wide range of telecommunications services and solutions to companies and organisations of all sizes across the country. With products including telephone and videoconferencing systems, broadband data connections, hosted telephony and contact centre solutions, they help businesses to find the right communications solutions for their needs.
STL commissioned us to produce a new website for them. Their requirements were that the site was clear and to the point, with a visual feel that reflected the communications market and their growth within it. Using unique graphics and photographs combined with strong colourways, we concentrated on developing a modern brand that catches the eye, prompting the visitor to take action and contact STL. We feel we have created a truly design-led website that has a totally professional look and feel.
CE Proof is the leading global consultancy and software provider specialising in CE marking boats and related equipment. Using their knowledge and expertise, they provide consultancy to help customers ensure their products comply with the EU Recreational Craft Directive (RCD).
Recently they developed an online version of their certification and they were keen to update their branding, promotional materials and website to reflect this new service.
We were briefed to create a new visual feel across the website, which would tie in with exhibition panels and flyers to help promote the new software. We opted for a minimalist approach with a clean, fresh feel that focused on the new “do it yourself” online software solution.
Despite working to a tight deadline, the end result is a professional, modern brand that goes beyond the client’s expectations.
We came to the rescue of Enchanted Floristry, a small start-up business that was definitely not on brand! The business had all the elements to formulate a quality brand and we quickly changed things around, establishing a creative look that the client could be truly proud of.
We quickly discovered that Enchanted is not a conventional florist. Operating from a beautiful shepherd’s hut in rural Oxfordshire, they work closely with their customers on every aspect of their order.
After meeting owner Lyn for tea and biscuits in her cosy Minster Lovell hut, we knew we needed to bring a cohesive look to the website and floristry books. The finished products are stylish, friendly and as unique as the client themselves, focusing on stunning visuals to showcase Enchanted’s designs.
We recently won a contract with technology company Keit Spectrometers to create a brand that would help them launch the new Rugged Spectrometer product. We took all their key graphics elements and tied these together in a core professional style to tight deadlines and to help them hit their product launch requirements.
Based on the Harwell Oxford Science and Innovation Campus, Keit have designed Fourier Transform Infrared spectrometers for use in manufacturing and industrial environments. Their product is compact, rugged and truly unique within the marketplace.
Once upon a time, if you wanted to use SEO to increase your rankings, you simply crammed your website as full of keywords as possible. Some less scrupulous web designers crammed their sites full of popular, but irrelevant, keywords. Of course, that only worked for websites who only wanted to display ads and were not concerned with getting visitors to come back.
Today, SEO isn’t just for con men anymore. Respectable businesses are learning how to optimize their websites so they can be found by people who are searching for the products and services they want to sell. This means, of course, that they don’t just want visitors to drop by once. They hope to keep them coming back. This is why content is so important.
Webmasters and SEO experts have a saying: “Content is King.” It’s very true. A website’s content, even more so than its products, is what attracts visitors. If you can’t write good content yourself, TechKnowSys can help you by providing an author who can write SEO-optimized for your industry.
There are two important aspects of web content. For simplicity’s sake, we’ll call them Quantity and Quality.
Quality means that the content should be well written and be free from those embarrassing typos that make visitors wonder if your website really knows what it’s talking about. For our purposes, however, it also means that content should be rich in keywords, informative and interesting, so that the visitor feels they’ve learned something. Such is the power of Quality content.
Quantity, on the other hand, means that your website should be updated regularly with new content added. A visitor may return to an informational article once, or even two or three times, but if your website’s content never changes, eventually, there will be no reason for him to return.
How often should you add new content to your site? This is where experts differ. Some say once a week is often enough. Others say twice a day, at least. It depends on the nature of the site, of course; a website’s commercial blog should be updated once – or even twice – per day. Static content, however, can be added once or twice a week. Try to space it out. Going for weeks without adding anything then suddenly adding ten different articles isn’t going to get you anywhere.
Content truly is king on the Internet. Use it properly, and first-time visitors will become repeat visitors.