Let’s talk about briefing
Let’s talk about briefing. No, it’s not us, it’s you.
Yup, it’s you.
“How”, “what did we do” – we hear you say.
It’s the brief. Or generally, the lack of brief. Or, the lack of clearly articulated and detailed brief.
Hold up a minute, what is a brief? Aaaahhh, the marketing brief. All agencies, consultant and freelancers love love LOVE the brief. Simply, the brief outlines exactly set the expectations for the needs and desired outcome of a given project.
In fact, we marketing and communications professionals won’t move until a brief is completed. That brief is our roadmap detailing needs and expectations. It’s our roadmap on what we need to design and for whom, so we know how we’re going to do it to achieve your goals.
The difference between good and bad outcome is generally a good (or bad) brief. A bad brief, or shock and horror, the absence of a brief, is always a very costly mistake. A good brief defines what success looks like and what it will take to achieve said success.
A good brief is a detailed brief. A good brief is the best way to avoid miscommunications, budget blowouts, missed deadlines, constant changes, and brand misalignments.
A good brief will provide a clear background and definition of what your business is trying to achieve, set clear parameters, project objectives and measurement processes. This will ensure that everyone is on the same page. From the client to the account director, art director, strategist, media buyer… and yes, your friendly freelancers and consultants. We’re all working towards the same objective, and rabbit holes are avoided!
Bad briefs risk moving goal posts, constant confusion and irritation, poor creative that doesn’t hit the mark, wasted money and time, and ultimately, a soured relationship all around.
Many times, people feel that “having a chat” with your agency or consultant is enough for the briefing process. Nine out of ten times this is not the case. In the instance where a brief is not specifically requested, a “rebrief” will be provided. This is a client’s opportunity to ensure that all of the I’s are dotted and T’s are crossed. And if things go wrong, well, that is why the brief is so important! And yes, it’s you, not us.
Why else is the brief important? The brief ensures that projects stay on target and in-scope. This means that everyone stays on target and if projects start to go off track, then a new brief is required to ensure that everyone is on the same page and projects can be delivered to expectations.
Guess what also happens when there is a good brief and agreement to the brief on all sides. Minimal changes and revisions! That’s right! Agencies and freelancers all know that client that has gone through 20+ rounds of changes!
We’ve listed below the classic headlines of a good brief (we’re not talking one word or line responses under each heading, we want you to take the time to provide responses thoughtfully and considerately).
Goals / desired outcomes (What problem is your project trying to solve?)
Alignment to strategy
Target Audience
Background
Competitors
Key inclusions and exclusions
Branding requirements (tone, style, creative)
Timeframe and deadlines
Budget
KPIs
Creative inspirations
Reporting requirements
Next time you’re looking to an agency or freelancer to help you with your next marketing and communications project, remember, a good brief is the first step to success. Not sure where to start, get your Word document ready to answer these classic headlines, your agency will thank you for it!
