Tips for asking the right questions and understanding what the customer wants, even if they don't know it yet!
The creative briefing is an important document that aligns expectations with the customer and facilitates the creative's work, in addition to avoiding the dreaded rework. It makes everything clear to all parties involved in the project and prevents important information for the creative from being left out because it was not considered by the customer or the service agent.
In the day-to-day rush of the agencies, the production of a complete creative briefing is often left out. And what we often forget is that the more aligned service and creative teams are, the more chances of successful jobs and satisfied customers.
Don't be afraid to ask too many questions. If they are the right questions they will reflect on the quality of the work ahead. Remember that the customer is happy to talk about their brand, they will be glad to share their story and goals with you.
Tip 1: Get all important customer data
Go beyond basic information such as the corporate name and address, for example. Look for characteristics of the customer's persona. Understand who they are, what they do, and how they want to be seen. The combination of all this information will help you have insights that will further improve your work, such as a pizzeria that was the first opened in the city or uses a secret family recipe since 1920.
Ask questions like:
- What is your differential?
- How do you want to position yourself in the market?
- Which image do you want to show?
- Who is your target audience?
- Who is your ideal consumer? What do they do, what do they like, where do they live?
- How do you define yourself?
- What are the positives and negatives of your product?
- How long has the brand been around?
The question about positioning is crucial and goes unnoticed by many agencies. The customer needs to be clear about how they want to be perceived by his audience. A well-positioned brand differentiates itself from its competitors and gains credibility among customers, as they appreciate its image and agree with it.
"Positioning is showing your target audience what the difference is between you and your competitors". Philip Kotler
In iClips, you only need to ask these questions once, when creating the customer profile. Thus, whenever a job is opened, this information will be visible to those involved in the project. If something changes later you can go back to the registration and change it.
Tip 2: Understand the customer's past and where they want to go now
It is important to know the customer's past actions and how the brand has positioned itself so far to understand which path will be followed from now on. The agency must feel like part of that brand as if they belonged to it. Understanding the customer's pains, plans and goals is essential to doing a good job.
Get to know your customer better
- Does the brand have a website or page with promotional material?
- What is the project's objective?
- What difficulties has the customer faced?
- Does the brand have its own visual identity or will it be developed/reworked by the agency?
- Will there be a radical change or will we follow the same strategy that is already active?
- What information is essential in this project?
- In which media channels will it be published?
Tip 3: Go deeper into the customer's desires
Try to understand exactly what the customer wants and how much freedom they will give you to innovate at the time of creation. The agency can and should guide them in the best way, as the campaign they desire is not always the one that will really reach its target audience. By understanding the previous steps in the best possible way, it becomes easier to find solutions compatible with what your customer is looking for.
Understand what the customer expects from the project
- What pieces will be created?
- What is the direction for texts and images?
- What are your references and influences?
- What style do you identify with? What style do you want to follow?
- What do you like or dislike in terms of design?
- Is there any preference for colors or material to be used?
- How much do you plan to spend?
- What is the deadline?
Remember that you will not always need to use all the questions. What you should keep in mind is that it may be that a question is not easily understood by the customer or they might not give the answer you need. That’s why it’s so important to understand what your creative team needs to do the job and try to extract the information in the best possible way from the customer.
Talking to your customer does not need to be a quick question and answer session. Use the creative briefing to direct you and help you get where you need to be.
Also, try to be in constant communication with the creatives to know if the briefings are adequate.
In iClips, you can define job templates for each type of service that you offer with the essential questions of each one. By doing this, when opening a job, you will know what information is needed for those pieces to be well executed.