8 Tips To Form The Perfect Creative Brief
When you’re working with creative professionals like photographers and writers the results you get back can only be as good as the brief you give them.
This doesn’t mean you have to work your way through a checklist briefing from where many of the questions don’t apply to you.
It does mean being purposeful.
Don’t worry, the pressure isn’t all on you. Here Sam Peel of Welly Pictures & Chris Nairne of Tesserae Communications discusses how the briefing process works and how you can make sure you are delighted with the results you receive.
1. Asking the right questions
Sam: The briefing meeting is my opportunity to listen and learn what my client wants to portray with their photography. We will already have discussed their business and the type of photography they like. The meeting is when we will really start to focus on what they want to achieve. I might bring along some early ideas of types and styles of photographs.
Chris: As a writer, I always like to find the story behind my client’s requirements. In most cases, they will want to catch people’s attention, change their opinion, or make them an offer. That’s the perfect starting point. In no time we’ll be talking about their challenges and goals and the audience they need to reach.
Tip: As a client, give some thought to how you want to use your images and written content before you pick up your phone or send an email. Your creative professionals can help with the rest.
2. Style
Sam: Asking someone whether they prefer natural or posed images tells me a lot about them. Whether we’re talking about personal branding, sports or food, this part of the conversation follows on quite naturally. (Read More on HOW TO PREPARE FOR YOUR PHOTOSHOOT)
Chris: Simply listening to how people talk gives me a good idea of how to create content in a tone and style that will represent them. It doesn’t have to be all about business: in fact, it’s good if we talk about interests, hobbies, and families too.
Tip: Ideally your briefing meeting should feel like a relaxed discussion rather than an interrogation. Try to enjoy it; your professionals will know what questions to ask.
3. Purpose
Sam: It’s also important to think about where the images will be used and the messages they will deliver. It will help us to choose an approach that will be effective and useful. This can include formats, colour choices, and locations for our shoot.
Chris: It’s very important to know where content will be used, for example, on social media, a website, a blog, or in a brochure. This is because people will be looking for different things and will have different expectations, depending on where they see your content.
Tip: To make the best use of your images and written content think about what types of people you want to see, then it’s easy to answer the question of where they should appear.
4. Likes and dislikes
Sam: It’s sometimes surprising what people really like to see, so spending some time browsing online or in magazines for inspiration is a good idea. It will certainly give us an opportunity to discuss why something is appealing or unattractive.
Chris: If I asked a client the type of content they like they might find it a hard question to answer. Instead, we often talk about favourite films, music, or books, for example. It’s a good indication of their style and preferences.
Tip: Before giving a brief look at your bookshelf, music collection, or the colours you have chosen for your home. This will help you explain your preferences.
GET TO KNOW YOUR PHOTOGRAPHER
5. Show some personality
Sam: I often ask people to give me three words that represent their personality. This is fun, but it has a serious purpose as well. If my client says they’re ‘quirky’ then we can look for things to include from clothes, jewellery or set props to use to complete the picture. If someone is active, then we will want to show them on the move, so an outdoor location might be a good choice.
Chris: I will ask about someone’s values. This often reflects them and their business and will help to create content that genuinely explains what they’re all about. That’s important because people like to do business with people.
Tip: You can think about how other people might describe you, but the trick is, to be honest about whether they’re right or not.
Interests & likes for @grlaboutsocial
These three images included in this blog are from a recent branding shoot with Karina Scott, who runs her own advertising and marketing company. The items within these photographs have been included as they all mean a lot to Karina, especially the Louis Vuitton book as her best friend gave her this wonderful book.
6. Your interests are interesting
Sam: People’s interests can tell me a lot about who they are, so it’s another area I like to explore. I like to find out when and where they discovered their interests and how important they are as part of their life. It’s surprising what you can discover.
Chris: People’s interests give me another perspective on their personality and that helps to create content that will speak on their behalf. Again, the stories behind the interests could probably fill a book.
Tip: Sharing just one or two of your special interests is a good way to show what you’re like as well as what you do.
SARAH SUMMER
BNI Director Consultant ❤ Sports Massage Therapist
7. Added features
Sam: Sometimes people really want to include a pet, a piece of equipment, or a background image that’s relevant to the story they want to tell. It really helps to know this in advance because it will affect the way we plan the shoot. We will want to make sure those ‘must have’ images are included.
Chris: Some clients like to share their journey as business owners while others want to talk about their industry sector. We will often discuss how this will give their customers confidence in themselves as a professional and experts.
Tip: Don’t be afraid to have a list of things you want to include. Far from getting in the way, this will help to plan an approach to meet your needs.
8. Location
Sam: Some people feel more relaxed in an environment they know well, so they might prefer a shoot to take place in their office or home. For outdoor enthusiasts, the perfect place will be in their favourite outdoor setting. Then it’s down to me to make sure that images are properly lit and composed and have the right impact.
Chris: It’s important to speak with people in a place and at a time that they feel comfortable. There aren’t any rules about when or where to take a brief and it can be done just as well by phone, video call, or in person. I always let the client choose what’s best for them.
Tip: Make sure you allow enough time to have a wide-ranging conversation with your creative professional. They will be happy to give you an indication of how long will be needed, based on their experience.
Here are some images that were taken on location
LEICESTER CITY STADIUM
NATIONAL SPACE CENTRE
After reading these tips, I hope that this has helped with your understanding of the individual stages when working with a photographer. When you decide to book a photographer for your next branding photography session, you need to think about these 8 areas, so that you can be clear with your photographer and have the exact images taken so that you have pictures to show off your personality and brand.
This blog has been written by Chris Nairne and the images have been included by Sam Peel.
To learn more about ‘Chris Nairne’s business, read this set description of how her words can benefit your company. This amazing copywriter will help with the words you use throughout your website & marketing. It will help the client listen, as she will:
Listen to your story (Business background)
Learn about who you are
Form great content to help deliver your message
If you fancy working with me, I can guarantee fun and laughter as I take your photo. As I like to encourage you to relax during your photo session, by getting to know you and understanding your needs and brand message. All information helps take the images that will benefit your business, and the best part for me is seeing you use these images I have taken throughout your website and social media.
Check out my portfolio
Or email me directly for a chat - sampeel@wellypictures.com
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