It used to be that people only had a few TV channels to watch and radio stations to listen to. Routines were planned around what time their favourite programmes were aired.
Brand Building Part 2: Tips for writing a sound creative brief
By Michael Wood, Director of Aperio, a business consulting company focused on accelerating growth of FMCG brands in South Africa and Sub-Saharan Africa.
Building brands is no easy matter. Brand marketing has never been more challenging, complex and competitive as it is today. This is the second in a series of three blogs that outlines the common pitfalls brands make, and provides insights on how to go from good to great in brand building.
Poor advertising results from a poor brief
How often do we see advertising that is off-strategy? If youre not clear on your brand equity and who your consumer is, then its no wonder that an advertising message can yield poor results.
Quality briefing agencies is critical in turning out quality advertising communication. Often brand managers are not trained on how to brief an agency and we have found that there are an alarming number of cases where agencies write the creative brief themselves.
If your agency does not understand your brand equity, your consumer and what motivates them, how can you even begin to brief the agency for what you want?
Tips for preparing a creative or advertising brief:
TIP 1: Advertising briefs should start with a good description of your brand and its business. This should include: its history, current state of the brands performance as well as the business challenges and goals.
TIP 2: Briefs should clearly state what your brand equity is and who your consumer is.
Tip 3: Briefs should explain in detail the context of the need for new advertising creative.
The more creative teams understand about your brand, consumers, business and goals, the better the advertising creative will be.
What about the retailer?
Designing brand initiatives that dont appeal to retailers are also a common mistake. Most brand builders focus on growing sales, market share and profitability of the brand without considering what the retailer wants.
Why is this so important? Unless the retailer supports your brand initiative it wont get onto the shelf and into shoppers hands.
TIP 1: Ask yourself if your brand is good for the retailers business, does it improve or dilute his profits? Some questions you should ask about your initiative include:
- Does it add additional complexity or simplify?
- Does it improve or dilute the retailers profitability?
- How can the retailer put it on shelf, does something have to come out for your brand to go in?
TIP 3: When deciding to create and launch a new product, marketers need to ask what is in it for the retailer. The retailer is looking at the category, not at your brand. Unless you understand how the retailer looks at initiatives and whether your plan either meets or exceeds its needs, your initiative will fail before it's even on shelf.
About The Author:
Michael Wood is co-founder and Director of Aperio, a business consulting company focused on the FMCG space in South and Sub Saharan Africa. Michael has many years international experience where he held the positions of Marketing Director, Sales Director & Managing Director with the Gillette Company and Procter & Gamble
Aperio is a business consulting company focused on accelerating growth of FMCG brands in South Africa and Sub-Saharan Africa. Aperios consulting ranges from developing and implementing business building strategies, advising on launch or expansion plans, conducting brand health interventions, rejuvenating orphan brands or implementing growth strategies for Africa. Some of its clients are Danone, Diageo, Kelloggs, Royal Canin, GlaxoSmithKline, Mars, Wrigley.
Aperio has a team of 30 highly capable, multi-functional consultants with significant multi-national FMCG experience. Aperios consultants have worked within major multi-nationals including P&G, Gillette, GlaxoSmithKline, Tiger Brands, Simba, Nestlé, SuperGroup and Coca Cola.
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