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The importance of good briefs


When it comes to results, you put rubbish in, you will probably get rubbish out! A bit of a cliché, but so true. In this blog we will share with you how to write a full creative brief, which will enable your designer to have all the relevant company information at his / her creative fingertips!

Make sure you include:

Standard Information

  • Organisation’s name
  • Location
  • Years trading
  • Number of Employees
  • Product or Services sold
  • Current Challenges
  • Competitors


The above information is useful as a starting point, but to create a dazzling, and thought provoking identity, your designer will need to dig further into the depths of your business.

Digging Deeper

  • Who is your typical customer?
  • How do your customers currently find you?
  • Why do you need a new brand identity?
  • How is your business perceived? (Car – Ford or Mercedes, Animal – Pig or Elephant)
  • What words best describe the service provided? (Professional, playful, traditional etc..)
  • What other brands do your customers tend to buy?
  • Who is the brand champion in your organisation who will promote your brand?


By answering these basic questions about your organisation, you will give your designer a huge insight into your business aims and objectives. You may need to do some market research & customer profiling (if you haven’t already done so!).

For more information on how to identify YOUR customers, and their buying habits contact us.

(Image courtesy of anankkml at

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Emerald Frog Marketing Limited is a company registered in England and Wales with company number 07558374.