Mirko Farneti and Nazzarena Bevoni. We represent a company dealing in industrial power equipment that also provides turnkey solutions for power generation from renewable sources, such as: solar, vegetable oil, biomass, hydroelectric or biogas. Our company, continues to grow, including our staff of great professionals. Born as a provider for the installation of industrial power equipment, we are currently in the process of becoming a leader in the installation of power generation equipment using renewable sources, solutions that truly give an optimal economic return.
WHAT IS IT ?
In this step you will find information about the Brand Builder, who is asking you to propose a Solution for the challenge. He introduces himself (as a Brand of course :) The more you understand about the Brand, the more chances you have to create what is wanted.
IMPORTANT: There is a possibility that the Brand Builder prefers not to disclose who he is, usually for confidentiality reasons. Such Briefs will be published in an anonymous way. In this case the Brand Builder will say as much as he feels comfortable saying.
Here are two EXAMPLES
In case there is no problem with disclosing the identity (VISIBLE):
“NMN -No More Nicotine- is a Brand that promises to counteract the damages to the skin that can be caused by smoking. NMN is distributed in pharmacies and drugstores and its price positioning is middle-high; it is mainly promoted through professional endorsement and is not massively advertised.”
In case the Brand doesn’t want to disclose his identity (ANONYMOUS):
“Brand counteracting the damages to skin caused by smoking. Its products are distributed in pharmacies and drugstores with a middle-high price positioning; they are mainly promoted through professional endorsement and are not massively advertised.”
In summary: Who is your client (in a visible or “anonymous” way :)
To celebrate our 25th anniversary and the move to our new -and huge- headquarters, we want to undertake a PRESS CAMPAIGN to retain our existing customers while we introduce ourselves to potential new clients. The object of this campaign is to communicate our ability to provide turnkey solutions for power generation from renewable sources (which is the future) in addition to the installation of classic industrial-grade power equipment (which is our history). This promotional/advertising effort will include the organization of an activity at our new headquarters on a future date.
WHAT IS IT ?
This is the task the Brand Builder asks you to accomplish. If you don’t understand it, you are completely out of luck !
“We ask the Creators to develop a print advertising campaign in order to increase Brand’s visibility. It will be used in national magazines this spring.”
In summary: It’s the objective of the client, therefore your objective too !
Potential investors in the renewable energy sector, or simply officers and/or managers from companies in the process of installing new production facilities or expanding existing onesthat need to install industrial power equipment.
WHAT IS IT?
People that the Brand Builder wants you to entertain and persuade to think, feel or do something using your creation. Usually you will read about their age, sex, social level and behaviors. You should always keep that information in mind while creating, as the target audience is the final recipient of what you create.
“Smoking girls and women who would like to quit smoking but can’t. Usually health-conscious adults who care about their looks. They feel guilty about smoking because they know it is harmful. They read books about it. This is a real problem for them: it’s like “My brain wants something, but my body acts of its own accord”. They don’t relate to my brand, they are just waiting for a trustworthy “helping hand”.
In summary: Get under their skin !
Potential investors must realize that investments in the renewable energy sector enjoy rates that are guaranteed incentives given by the State, making the installation of such systems quite profitable. And we are the leading company in this rapidly expanding sector. Moreover, potential investors in industrial power equipment must understand what we bring to the table -reliability, flexibility and professionalism-, the result of 25 years' experience with optimum results at competitive prices.
WHAT IS IT?
The thing that the Brand Builder wants to make the target audience think/feel/do because of your creation.
Here are some very concrete examples:
∞ Some things people can think/feel:
- There is a new Brand (or product or idea or...) out there
- This Brand is better than the alternatives or than it used to be
- This Brand is worth paying more for
∞ Some things people can do:
- Start buying the Brand’s products
- Buy the Brand more often
- Stock more products of the Brand in their outlets
The above written examples are very concrete whilst often the proposition of the Brief is emotional. That’s even better as it can be more inspiring!
“We’d like to encourage smokers to use NMN in order to minimize the damage to their health while they are keeping giving up smoking (especially if they’ve already tried and failed before).”
In summary: Get inside their brain !
Our references are the product of 25 years of activity maintaining our customer loyalty and attaining progressive growth in sales volume. In addition, our company is nationally renowned and has a great reputation. Our customer base is spread from Liguria to Sicily, from Piemonte to Sardinia.
WHAT IS IT?
This is the key to achieving the objective. It is what supports the proposition and makes it believable. Usually it is a rational statement.
“Every cigarette you smoke is causing damage to your appearance. A recent study took several pairs of identical twins where one twin was a lifelong smoker and the other had never smoked. The smokers’ skin was a quarter thinner than that of non-smokers, and in some cases there were differences of up to 40%. NMN contains thinning-blocking anti-oxidants which counteract the effect of nicotine on the skin.”
In summary: You are looking for arguments? You’ll find them here!
WHAT IS IT?
It’s who the Brand is. Yes... who!
Treat the Brand as a human being, as it has its own personality. To know the personality of the “client” is fundamental in order to provide a tailor-made job. So, read carefully the listed adjectives...
“Scientific, trustworthy, result-oriented, ‘a party’ to achieve your goals.”
In summary: Imagine the live person !
On the Internet site, local press, national newspapers and -eventually- with promotional gadgets and materials (like leaflets or new brochures). In addition, during the organization of the activity for the inauguration of our new headquarters, we would like to have the presence of political players and local authorities.
WHAT IS IT?
A list of places (or media, or things) where the target audience will see the outcome of your creation. In this step sometimes the Brand will also acknowledge you how much he plans to invest into production. This information will give you an insight whether to create a BIG project or make it small... :)
“This campaign is going to appear in lifestyle- and health-focused women magazines of New Zealand, during the spring of 2009. We plan to invest 500,000 USD, which means approximately buying 100 single pages.”
In summary: Consider the medium !
We enclose our logo and brochures, which contain a detailed presentation about our activities.
The work must be delivered in PDF and JPG formats. In addition to the logo, which must necessarily be included, the advertising message may contain other images that can be used in the final production. These images must be rigorously royalty free.
Since we have not yet identified a specific format for the Press Campaign, we are requiring, during the tender stage, that you adapt your creative concepts and artworks to two generic formats: A4 portrait and landscape.
The choice of images is absolutely free: we do not want to provide photographs of installations or of specific materials we manufacture, since we want the idea to revolve around a suggestive metaphor and not be purely didactic.
The winner will be required to deliver in letterpress printing according to the aforementioned actual measurements.
If the Brand has preferences or technical requirements that your Solution has to match, you will find them here.
Here are some items that you may find in this section:
∞ Guidelines or mandatory inclusions (do’s and/or don’ts)
∞ Business objectives
∞ Market and competitors overview
∞ Good and bad samples
Depending on the Brief, you may also find some files attached with a logo, pictures of product(s), a template that you should use in order to submit your ideas, or any other file that the Brand wants to share with you. So, study the attachments before starting creating.
In summary: Anything else you need to know (not written in the 7 steps before) !