Podcast Summary: The Marketing Millennials – "How to Write a KILLER Design Brief (Solo Edition)"
Release Date: January 22, 2025
Host: Daniel Murray
Introduction
In the solo episode titled "How to Write a KILLER Design Brief," Daniel Murray addresses a common pain point among marketers: crafting effective design briefs. Recognizing that poorly constructed briefs can lead to wasted resources and strained team dynamics, Daniel provides a comprehensive, step-by-step guide to creating design briefs that not only look visually appealing but also drive conversions. This episode is a must-listen for marketers seeking to enhance collaboration with their design teams and achieve measurable results.
The Importance of a Solid Design Brief
Daniel begins by emphasizing that designers are not mind readers. To ensure that designs align with marketing objectives and convert effectively, a well-structured design brief is essential.
“Your designers, they are not mind readers. If you want designs that don't just look good but actually convert, you need a solid playbook for your briefs.”
(00:27)
A sloppy brief can lead to wasted time, energy, and unnecessary tension between teams. Therefore, having a clear and detailed brief is crucial for project success.
Step-by-Step Guide to Creating a Killer Design Brief
1. Start with the Big Picture: The Why
Begin your brief by outlining the overarching purpose of the project—the "North Star." Clearly state what the project is about, its primary goal, and the target audience. Specificity is key; avoid vague descriptions to prevent misunderstandings.
“Set the tone early so no one's guessing what you want.”
(02:00)
Example:
- Project: TikTok ad targeting Gen Z gamers.
- Visual Style: Blue raspberry energy drink theme with hyped-up visuals, memes, and fast cuts.
- Tone: Relatable, funny, avoiding corporate ad feel.
- Additional Elements: Static us versus them comparison graphic with movie theater, slushy vibes.
2. Define Success
Clearly articulate what success looks like for the project. Move beyond hopeful statements by setting measurable Key Performance Indicators (KPIs) such as Return on Ad Spend (ROAS), cost per click, or specific engagement metrics.
“Define them. Do you have ROAS goals? Share examples of ads that hit that similar target.”
(03:15)
Example:
- Goal: Achieve a 15% higher ROAS than the previous campaign.
- Success Indicators: Specific ads that performed well, avoidance of previous mistakes.
3. Nail the Visual Direction
Provide explicit instructions regarding the visual aspects of the design. Instead of using vague terms like "make it pop," specify the mood, tone, colors, fonts, and styles to ensure consistency.
“Be specific instead. Mood and tone. Is it fun? Edgy? Minimal colors, fonts, and styles?”
(04:30)
Example:
- Colors: Neon pinks
- Typography: Bold, similar to Spotify's rap campaign
- References: Include mood boards and linked inspirations for clarity.
4. Call Out Must-Haves vs. Nice-to-Haves
Distinguish between essential elements and optional features to streamline the design process and avoid unnecessary revisions.
“This could save you so much time, so be clear about it.”
(05:45)
Example:
- Must-Haves: Logo placement in the top right corner, use of purple only.
- Nice-to-Haves: Subtle animation around the CTA button.
5. Timing
Set realistic and clear deadlines to ensure the project stays on track. Break down the timeline into specific milestones to facilitate smooth progression.
“Deadlines need to be clear and achievable.”
(07:00)
Example:
- Draft 1: January 28th
- Internal Review: February 6th
- Final Files: February 20th
6. Specify the Target Platform
Tailor designs to fit the specific requirements and aesthetics of the intended platform. Understand that what works on TikTok or Instagram may not be suitable for LinkedIn.
“Designs need to fit the platform. What works on TikTok or Instagram might flop on LinkedIn.”
(08:10)
Example:
- Platforms: TikTok and Instagram Reels
- Specifications: Native to short-form video, fast cuts, bold text, minimal polish
- Versions: 6-second, 10-second, and under 1-minute formats
7. Deliverables (Asset Checklists)
Clearly outline the expected deliverables, including file formats, sizes, and naming conventions. Providing detailed specifications helps prevent errors and ensures consistency.
“Spell out the exact deliverables.”
(09:25)
Example:
- File Formats: PNG and PSD
- Sizes: 1080x1920 for TikTok, 1200x628 for Facebook
- Naming Convention: Label files systematically as per guidelines
8. Clarify the Brand Voice
Communicate the brand’s personality to ensure that the design aligns with the overall brand identity. This includes the tone, style, and specific do’s and don’ts.
“Your brand isn't just colors and copy. It's a personality.”
(10:40)
Example:
- Brand Personality: Bold, cheeky, playful
- Guidelines: Use vibrant colors and fresh layouts without appearing try-hard
- Reference Materials: Do’s and Don’ts list for clarity
9. Open the Feedback Loop
Establish clear expectations for how feedback will be handled. Encourage a collaborative approach where initial drafts are seen as starting points for iteration rather than final products.
“We'll give feedback within 24 hours. Encourage iteration.”
(12:00)
Example:
- Feedback Timeline: Review drafts within 24 hours
- Platforms: Use Figma for feedback and collaboration
- Process: Leave clear, actionable comments and allow for multiple rounds of edits
10. End on a High Note
Conclude the brief by motivating and valuing the design team’s contributions. Reinforcing the importance of the project fosters a positive and enthusiastic working environment.
“Designers are your creative MVPs. Let them know this project matters.”
(13:45)
Example:
- Message: This campaign showcases our new brand direction
- Encouragement: Your work will be front and center in Q1. Let’s make it unforgettable.
Summary of the 10-Step Design Brief
Daniel encapsulates the process with a TLDR summary, highlighting each of the ten steps:
- Big Picture: Define the why, goal, and audience.
- Success Metrics: Establish measurable KPIs.
- Visual Direction: Specify tones and references.
- Must-Haves vs. Optional: Prevent guessing and streamline.
- Timing: Set clear, achievable deadlines.
- Platform Specificity: Ensure designs fit the platform’s vibe.
- Deliverables: Detail formats, sizes, and labeling.
- Brand Voice: Communicate personality and visual identity.
- Feedback Loop: Facilitate swift, clear, and actionable collaboration.
- Hype It Up: Motivate the design team and emphasize project importance.
“Share this with your team. Save it for your next design brief so you can have designs that are on time that fit your vibe, that fit the platform that actually convert.”
(14:30)
Conclusion
Daniel Murray concludes by encouraging listeners to implement the ten-step design brief to achieve timely, platform-appropriate, and conversion-driven designs. He invites the audience to engage further through LinkedIn, newsletters, and direct messages for continued conversations and support.
“Thank you for listening. Feel free to always DM me on LinkedIn or respond to our newsletter or any anything. I would love to chat and until next time, talk to you later.”
(15:00)
Key Takeaways
- Clarity and Specificity: Clear, detailed briefs prevent misunderstandings and ensure that design outputs align with marketing goals.
- Measurable Goals: Defining success with specific metrics facilitates objective assessment of design effectiveness.
- Collaborative Feedback: Establishing a robust feedback loop encourages continuous improvement and team synergy.
- Brand Alignment: Ensuring that designs reflect the brand’s voice and personality strengthens brand identity and resonance with the target audience.
For marketers seeking to enhance their design collaboration and achieve impactful results, Daniel Murray’s comprehensive guide offers actionable insights and practical steps to elevate the quality and effectiveness of their design briefs.
Connect with The Marketing Millennials
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- Twitter: @Dmurr68
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