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THE 10 COMMANDMENTS OF THE CREATIVE BRIEF

EVER WONDERED HOW TO WRITE A GOOD CREATIVE BRIEF?

HERE ARE OUR 10 ‘COMMANDMENTS’ TO HELP YOU CREATE A GREAT ONE THAT YOUR AGENCY (HOPEFULLY US!) WILL APPRECIATE …

1. Project Overview

Set the stage by providing a concise summary of the project. Describe the company, the goals, and the context – think of it as the opening chapter that captures the essence of what lies ahead.

2. Objectives and Deliverables

Define the objectives of the project in clear and measurable terms. What do you aim to achieve?

Then specify the desired outcomes and the specific deliverables you’re after, whether it’s a logo, website, whole brand identity, brochure, video etc.

3. Target Audience

Time to dig deep into the minds of the intended audience and tell us everything you know. Who are they, and what are their needs, desires, and preferences? Send us your customer personas if you have them.

4. Brand Personality

Every brand has a personality, just like we do! Describe the desired brand image and personality traits. Is it modern and edgy? Elegant and sophisticated? Playful and whimsical? The brand’s personality sets the tone for all your creative outputs. If you’re unsure, then we can always help you define your brand personality … maybe have a read of our brand archetype blog for some inspiration.

5. Key Messages

Define the core messages that the design should convey. These messages should align with the brand’s values and resonate with the target audience. Remember, words have power!

6. Design Guidelines

Specify any existing brand guidelines, colour palettes, typography, or other design elements that should be incorporated. Send your guidelines, logos, assets if it’s the first project.

7. Competitor Analysis

If applicable, conduct a thorough analysis of your competitors. This is especially helpful when working on branding projects – look at their visual identities and design approaches, what do you like, what don’t you like. How do they talk to your customers – what can you/we do better?

8. Project Constraints

Outline any constraints that may impact the project, such as deadlines, budget limitations, or technical requirements. It’s better to acknowledge them from the start than be caught off guard later!

9. Communication and Approval Process

Let’s establish clear lines of communication from the outset and define the workflow for feedback and approvals. Clarify who the key decision-makers are, who needs to be part of the sign-off etc. to ensure a smooth and efficient collaboration throughout the project.

10. Timeline and Milestones

Time is precious – on both sides! So, create a timeline that outlines the project’s major milestones, including design drafts, revisions, and final deliverable dates.

With these ten commandments you’ll possess the tools to develop a well-crafted creative brief – need help writing it? Then let’s talk!

The power of colour

Colour can evoke so many different emotions and feelings, it can create associations, and can even influence purchasing decisions so no wonder it is a powerful tool in branding.

It can help companies communicate their message and values to their audience plus create a visual identity that is instantly recognisable and memorable.

Colour can be used to influence consumer behaviour as it has a profound effect on the way we think and feel. It can make us feel happy, sad, angry, or calm. It can also make us feel more or less hungry, more or less energetic, and more or less confident – so pick your colour wisely!

Different colours have different associations. For example, red is often associated with love, passion, and excitement, while blue is often associated with calmness, peace, and trust. These associations can be used to create a desired emotional response in consumers.

For example, a brand that wants to create a sense of excitement might use bright colours like red and orange. A brand that wants to create a sense of calm might use soft colours like blue and green.

Each colour has its own unique meaning and triggers and below we’ll explore the common colours used in branding:

RED

The Colour of Passion and Energy

Red is a bold and powerful colour that can evoke feelings of passion, energy and excitement.

It’s often used in branding to grab attention and create a sense of urgency. It can also be seen as a warning and can even evoke feelings of anger or aggression, so use it wisely!

Brand example – Coca-Cola

Coca-Cola has been associated with the colour red since the 1890s, symbolising energy, excitement and passion, which are all qualities that align with the company’s brand values of happiness and fun. Additionally, red is a highly noticeable colour that stands out on shelves, making it an effective way to attract attention and compete with other soft drink brands. You know the brand is there before you even see it!

Coca-Cola’s use of red has become so iconic that the colour is now synonymous with the brand. The company has used the colour in countless advertising campaigns, and even decorates its delivery trucks and vending machines in the trademark shade of red.

ORANGE

The Colour of Fun and Playfulness

Orange is a vibrant and playful colour that can evoke feelings of fun and energy. It’s associated with warmth, happiness and excitement.

It’s often used in branding for products aimed at younger audiences, such as Fanta. The brand’s bright orange logo and packaging are instantly recognisable and help to communicate the brand’s fun and playful personality.

Another brand example – Orange (before it became EE)

Orange’s orange symbolised energy, enthusiasm, and friendliness, which aligned with the company’s brand values of being approachable and customer focused. Orange also wanted a colour that would stand out in the telecommunications industry, which was dominated by blue and green colours. They really did stand out in the market!

YELLOW

The Colour of Happiness and Optimism

Yellow is a cheerful and optimistic colour that can evoke feelings of happiness and positivity. It is associated with joy and creativity!

One example of a brand that uses yellow is McDonald’s. McDonald’s has used yellow as one of its brand colours since the early 1960s, it symbolises optimism, energy, and happiness, which are all qualities that align with the company’s brand values of being a family-friendly and fun brand.

The fast-food giant’s iconic golden arches are instantly recognisable and help to communicate the brand’s friendly and approachable personality.

GREEN

The Colour of Growth and Sustainability

Green is a calming and peaceful colour that can evoke feelings of growth, nature and sustainability.

It’s often used in branding for companies that value sustainability and the environment, such as The Body Shop. Green represents nature, sustainability, and ethical values, which are at the heart of the company’s brand ethos. The Body Shop is committed to using only natural and sustainably sourced ingredients in its products, and green is a colour that perfectly reflects this commitment.

BLUE

The Colour of Trust and Stability

Blue is associated with calmness, trust, and stability. It is also seen as a peaceful and calming colour that can evoke feelings of serenity and calmness.

It’s often used in branding for financial and tech companies, such as Barclays Bank and Facebook.

Brand Example – Barclays Bank

The brand’s blue and white logo and branding help to communicate the brand’s trustworthy and dependable personality. It represents stability, and reliability, which are key values in the banking industry. Blue is also a colour that is associated with intelligence and professionalism, which helps to reinforce Barclays’ position as a leading provider of financial services in the UK.

Brand Example – Facebook

As a social media platform, Facebook is responsible for handling a vast amount of personal data from its users, and blue is a colour that helps to communicate the company’s commitment to keeping that data safe and secure. We know it’s not always the case with Mr Zuckerberg – but his brand is designed to make us feel we can trust him!

Blue is a colour that is also associated with communication, and Facebook’s use of blue helps to reinforce the company’s role as a platform for connecting people and facilitating conversation.

PURPLE

Purple – The Colour of Luxury and Sophistication

Purple is associated with luxury, elegance, and sophistication. It is also seen as a creative and imaginative colour that can evoke feelings of mystery and magic.

Brand Example – Cadbury

Cadbury has used purple as its brand colour since 1914, allegedly as a tribute to Queen Victoria. it symbolised luxury, quality, and sophistication. Purple is also associated with creativity, imagination, and innovation, which aligned with Cadbury’s brand values of creativity and quality. Over the years they’ve battled many legal fights over their colour, so choose your brand colour carefully!

PINK

The Colour of Love and Care

Pink is a gentle and nurturing colour that can evoke feelings of love, care and warmth.

It’s often used in branding for products aimed at women and girls, such as Barbie. The brand’s iconic pink and white packaging helps to communicate the brand’s caring and nurturing personality.

Brand Example – Victoria’s Secret

Victoria’s Secret is known for its feminine and playful branding, which incorporates a range of pastel colours, including pink. The company uses pink to create a sense of romance, sensuality, and femininity, which aligns with its focus on lingerie and women’s beauty products.

In addition to its iconic pink packaging and shopfronts, Victoria’s Secret also uses pink in its marketing materials, product design, and social media content. This creates a consistent and recognisable brand identity that is instantly recognisable to customers. They use their brand codes well!

BLACK

The Colour of Power and Elegance

Black is a powerful and elegant colour that can evoke feelings of sophistication and class.

It’s often used in branding for luxury and high-end products, such as Chanel.

Chanel is known for its timeless and elegant branding. The company uses black to create a sense of sophistication, luxury, and high-end fashion, which aligns with its focus on creating high-quality and stylish clothing and accessories.

In addition to its iconic black and white logo, Chanel uses black in its product design, packaging, and marketing materials. This creates a consistent and recognisable brand identity that is instantly associated with luxury and high fashion.

WHITE

The Colour of Purity and Simplicity

White is a clean and simple colour that can evoke feelings of calm and tranquillity. It’s associated with purity and innocence.

It’s often used in branding for products that value simplicity and minimalism, such as Apple.

Apple is known for its branding, and it incorporates a lot of white space in its product design, packaging, and marketing materials. The company uses white to create a sense of simplicity, elegance, and modernity, which aligns with its focus on creating innovative and user-friendly technology products.

In addition to its iconic white products, such as the iPhone and MacBook, Apple also uses white in its marketing campaigns and retail store design. This creates a brand identity that is instantly associated with high-quality and innovative technology.

What does your brand colour mean to you?

And more importantly, what does it mean to your customers?

Need help developing your brand identity? Let’s talk!

Marketing vs Branding

One question that we’re asked a lot by small business owners is what is the difference between marketing and branding … and, which should come first?

Marketing and branding are closely related and both incredibly important. But they are not the same thing and there are some fundamental differences between the two.

Here’s our breakdown of the key differences:

Marketing:

Marketing is the process of promoting and selling your products, services or company.

It involves identifying and understanding your customer needs, developing a marketing strategy to reach those customers, and executing that strategy through tactics like advertising, PR, digital and social media.

Branding:

Branding is the process of creating a unique identity and reputation for your product, service or company.

It involves defining your brand’s values, personality, and purpose, and communicating that identity through visual elements like logos, colours and typography, as well as key messaging and storytelling.

While marketing and branding are quite distinct, they are both essential components of building a successful business. In fact, branding is often seen as a prerequisite for effective marketing. Without a strong brand identity and reputation, marketing efforts can fall flat or fail to resonate with your customers.

So, we believe that branding should ideally come first!

By developing a clear and compelling brand identity, you can then develop a marketing strategy that aligns with that identity and effectively reaches your target audience.

A strong brand can also help to differentiate your company from its competitors and create a loyal customer base, which can ultimately support the success of marketing efforts.

Need help developing your brand or marketing strategy? Let’s talk!

Let's talk B2B

There are a variety of effective B2B marketing tactics that businesses can utilise based on their specific goals, target audience, industry, and budget.

Here are a few common ones to whet your appetite:

Content Marketing

Creating informative and valuable content such as webinars, blog posts, and infographics can establish your business as a thought leader in your industry and attract potential customers.

Search Engine Optimisation (SEO)

Optimising your website and content for search engines can increase your online visibility and drive organic traffic to your site.

Email Marketing

Personalised and targeted email campaigns can help nurture leads and customers and drive conversions.

Account-Based Marketing (ABM)

This approach targets a specific set of high-value accounts with customised messaging and campaigns for each account.

Trade Shows and Events

Attending industry trade shows and events is a great way to connect with potential customers and build relationships.

Referral Marketing

Encouraging satisfied customers to refer your business to others can be a cost-effective way to acquire new customers and generate leads.

Social Media Marketing

Engaging with your target audience on social media platforms such as LinkedIn, Twitter, and Facebook can help build relationships and share valuable content.

Ultimately, the most successful B2B marketing strategies are tailored to your specific business goals, target audience, and budget.

By developing a comprehensive marketing plan that aligns with these factors, you can effectively reach your target audience and achieve your desired outcomes.

Need help hatching a plan? Let’s talk.

Brand vs Logo

When it comes to building a successful brand, it’s easy to get caught up in the design elements like logos, colour schemes, and fonts. But the truth is, your brand is much more than just a pretty visual identity. It’s about how your customers perceive and interact with your business.

At chicken/egg, we believe that developing a strong brand starts with understanding your audience. Who are they? What do they want? What are their pain points? By answering these questions, we can help you craft a brand experience that truly resonates with your target market.

Of course, we’re also happy to help with the more tangible elements of branding, like designing a logo that captures the essence of your business. But we always start with the bigger picture: what do you want your brand to stand for, and how can we bring that to life in every aspect of your business?

Ready to take your brand to the next level? Give us a call today and let’s start hatching some new ideas together.

It's nearing the end of another year!

We’re so thankful to all our clients, colleagues and friends who have been part of our journey this year – it’s been a cracking 2022!

Following previous years we’ve opted not to send Christmas cards, wine, and gifts to our clients, instead we’ve donated to Crisis. If you’d like to give a little something as well then please follow this link.
https://www.crisis.org.uk/get-involved/donate-to-crisis-at-christmas/

With much love and appreciation

The chicken/egg coop

New Client: The City UK

Earlier this year we pitched for a website project for TheCityUK – we were gutted when we lost it! But the feedback from the client was really positive and they said they’d definitely bear us in mind for other creative work … sometimes you feel that’s a polite ‘brush off’, but they were true to their word!

Roll on a couple of months and we were emailed a brief to help support with some animated graphics for an up-coming conference.

We don’t always need the ‘big win’ we’re happy to be given a smaller project to test the waters with us – it’s how most of our long-term relationships have started.

It’s also the beauty of being a ‘full service’ agency. We might not be the right fit for one project, but we’ll be the perfect partner for another.

Once we’ve gone live we’ll share our graphics on our Vimeo channel …

Anything you need help with?

The Coop are Celebrating!

Well, that was exciting news – another award nomination that blew us away (thank you wonderful clients!) – when we had the email saying that we won it was such a lovely surprise as we all know what a tough year it’s been again!

Having recognition like this gives us such confidence so thank you to all our clients for choosing as as your creative marketing agency!

Let’s get cracking with more great work …

A different kind of Christmas!

2020. It’s not been an easy year for many of our clients, friends and family … but we really do hope that you manage to celebrate the holiday festivities with a degree of positivity for the year ahead!

The chicken/egg coop wish each and every one of you a Merry Christmas! 🎄 Here’s to 2021!

We’ve given last years card a 2020 make-over!

Creating a Virtual Tour

When our local primary school asked us to help them create some marketing collateral to promote their new addmissions drive we decided to go with a mix of traditional and online solutions.
We designed their logo and website a few years back so it was important to keep the style consistent so we used the design as our base and produced:

A PDF brochure for parents to download
An A4 Poster for local nurseries and playgroups
An A5 flyer for local nurseries and playgroups
A mesh 3m x 1m outdoor banner for their roadside gate
Two videos – one with a focus on the school and it’s offerings, with a voiceover by one of the staff, and the other a lovely piece with the Year Six’s talking to camera about their experiences at school!

We also did a ‘COVID safe’ mini photoshoot to get some updated shots of the kids their classrooms at break!

A really nice project to support our local community!

You can view the videos here

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