Over the years, after lots of conversations and many hours at my desk, I've collected a little knowledge and formed a few opinions. Here, they're all out of my head, and onto the screen. Some thoughts to help clients. A little advice for aspiring creative practitioners. And, of course, an opinion or two. Thanks for reading. Let me know if you have any suggestions.
An effective creative brief contains all the information your creative team will need to do their work: Audience, media, budget, and logistical details. But there‘s one ingredient, above all others, that should be focused on, and included in your brief – Communication Context.
A box of brochures lands on your desk, fresh from the printer. They look good, but when you compare them to the brochures printed last month you notice it – the logo color looks off. It’s a little darker compared to the others. Why does it look different? If you ask your designer, you'll most likely hear a heavy sigh followed by “It’s complicated.”
When I talk with a client about creating a new website, one question I always ask is: Who will add/update content after the new website is published? Most clients like the idea of controlling their site, but often don’t know what’s involved. To help, I ask two more questions and offer some guidance.
“Should we do a blog?” It’s a great question clients often ask when starting a new website project. Perhaps they’ve read that a blog is necessary for successfully promoting a business online. Sometimes their competitor has a blog and they want to keep up.
My answer: “Yes, but...”
If you don’t know what a domain name registrar is, you’re in good company. Not many people do. But, if you own or run a business, and you need a website and email, a domain name registrar is necessary. I call it “the master key.” – all Internet services related to your business are controlled through your registrar.