how to make a creative brief, creative brief template

How to Make a Creative Brief for Your Branding Shoot

I want to create branding magic for you—but I need your help! By sending a creative brief before your shoot, we can quickly get on the same page and get to work creating beautiful bold images that speak your brand and entice your audience.

My goal is to make this process as easy and efficient as possible for you. I will do the heavy lifting and creative work for you. I just need a better idea of what you want before we get started. If you go the, “Show me what you’ve got, do a few images first, and we’ll go from there” route, you’ll likely end up paying more for the lengthier process and images you don’t need. Let’s aim for the bullseye the first time!

branding planning process

Here’s a simple 4-step process for creating a successful brief that will produce branding gold:

Define the number of assets in your creative brief.

First, outline exactly what you need, including how many still shots and how many stop motion clips you want. You may need to revisit this step at the end when finalizing your brief since you’ll probably fine-tune the plans as you go.

Create a shot list + mood board.

After determining how many images you need, create a shot list and/or mood board of inspiration images that are in line with your brand. Keep in mind how you will use the images because that will determine the image licensing later on.

For example, maybe you need some white-backdrop product images your online shop, plus a couple artistically-plated scenes for your website, and a handful of candid food preparation photos for social media.

I’ll need to know about each of those uses up front to put together the licensing agreement and pricing. In addition, we may need to split it into two separate shoots due to the diverse sets we’ll be dealing with. Your photographer can work most efficiently (and save you money) if you provide all you can during the planning process.

food branding

Provide details from your branding guide in your creative brief

You’re intimately familiar with your brand, but your photographer needs a bit of direction to accurately convey your brand through imagery. Since images tell a story and personify your brand, it’s important to share your brand’s values, mission, personality, and even some messaging with your photographer. That way they can more fully understand the look and feel you’re after. Your branding photographer wants to translate your core values and messaging into visuals.

List any branding do’s + don’ts

Don’t forget to share a list of approved materials and details, such as:

  • Props
  • Surfaces
  • Colors
  • Branding
  • Textures

If the photographer doesn’t receive a list of approved materials and details ahead of time, you run the risk of paying for work that can’t be used. So, getting everything squared away in a brief will make the process more efficient and ensure you receive on-brand images the first time around. It will save you both time and money, and you’re more likely to get photos that you really love.

how to make a branding brief

Remember, as talented and experienced as your branding photographer is, every client has unique tastes, preferences, and branding. That’s what makes you stand out from the rest! Help your photographer catch onto your vision before the shoot so they can exceed your expectations with the final product. A short creative brief can help!

Lindsay is a Los Angeles-based food, product, and commercial photographer. She specializes in Still Product & Food Photography, Lifestyle & Portrait Photography, Stop Motion, and Food Styling. Connect with her here for product marketing!



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