A planner's secret weapon

This past week in class we learned about creative briefs. With that in mind, our advertising teacher challenged us to write about creative briefs in relations to our blog. A creative brief is basically a guideline stating the client problem and objectives it wants to achieve in a concise summary. So I began to think in the point of view of the vendors. However after a few minutes of empty thoughts and some googling, I decided to write in the point of view of the soon-to-be-bride (But really she makes all the decisions).  I would use the idea of a wedding as “The Client” and pretend to pitch my brief to those responsible of creating said wedding vision: the vendors.

The Problem: For a normal business, this is where the company would state whether they need to improve in profits, brand awareness, raise consumer usage. For weddings however this is where the engaged would provide how, overall, they envision their special day. Essentially this is the wedding theme. This is what the couple hopes to achieve on their wedding day.

The Objective: For weddings, I think this part would have to get separated into different sectors; the flowers, venue, food, music, invitation. Each vendor should have a clear idea of what you want for each detail. It’s advised you don’t use pictures from other weddings because it would limit the planner’s creativeness. This is where the brief can transform from just words to pictures. You could use color panels and inspiration from art.

The Target: Obviously the primary target is the couple. But they aren’t the only ones you want to impress (even though they provide the cash); you also have to be considerate of the guests. It has to be enjoyable for them as well. When planning, make sure guests are going to be comfortable, even at odd requests from the future newlyweds.

Single Minded Purpose: This is the main idea you want to communicate to the vendors. It is how you want your wedding to make you feel and what you want your guests gashing about. The vendors should have the ability to use these qualities and leave the couple and guests speechless.

When planning a wedding, I think planners should use a guide similar to this and other creative briefs to dictate to those in charge what they want as an outcome. Some of the benefits to having this completed it 1) it will keep you consistent on your plans 2) the vendors can refer back to it when make quick decisions and 3) briefs are quick to change and can be revised if you or a planner have suggestions.

Remember it is a brief, so keep it that way!