We all know that talent plays an important role in product communication. But what affects the communication results of the talent? Today I would like to share with you the precautions for how to write the brief of the brand.
1. What is a brief
Some friends may not be clear about what a brief is. Brief, also known as creative briefing. It is usually provided by the brand side and the product side to the advertiser and content producer. A brief often includes the basic introduction of a certain product or a certain brand, the direction of communication, release requirements, sample reference, etc.
It can be said that after reading the brief, an expert can basically understand the output direction of the content and how to write it.
2. How to write brief
Communication is very important to determine whether the talent communication can achieve the established results. In the communication with masters, whether the brief is written accurately or not occupies a pivotal position.
If you want to know how to write a successful brief, you only need to master the following formula:
"Who am I + what can I do + what do I need"
1. Who am I, including the basic information of products and brands
If you are promoting a brand, then you need to clearly explain the brand story, brand source, founder story, etc. in this part. If you are promoting a product, you must include product introduction, product features, target audience, product specifications, etc.
2. What can I do, I need to clearly convey the advantages of the product and brand
These advantages are based on competing products, and must be original and unique. It is necessary to clearly explain the product selling points, brand awards, market share, etc. Let talent understand the advantages and strengths of products and brands as systematically and comprehensively as possible, which can promote cooperation and ensure that the strongest sales conversion can be brought about in the later stage of content output.
3. What do I need, mainly refers to the needs of this communication
Demand does not just refer to the data we want to achieve when we promote. More often, requirements contain many practical meanings. For example, the form of dissemination content, whether it is graphic or video;
Or the frequency of dissemination, the hot topics that need to be included, the channels that need to be released, and so on. The expression of needs must be comprehensive and clear, so as to ensure that the talent will not deviate when creating content.
In addition to the above content, if you want to write a brief, you must also pay attention to the use of words. Try not to use vague, "left or right" words. When expressing and describing various contents, the language must be accurate. It is necessary to use the most concise language so that the experts can obtain the information they want to know at a glance.
After understanding how to write a brief, you need to practice more. Get in touch with all kinds of talents as much as possible, and improve your brief writing ability in the process of communicating with them.
The above is the sharing of "how to write the brief of the brand side", I hope you can gain something.