One of the most common reasons for an unsuccessful project is the lack of a clear and inadequate brief. Well-written brief works as a benchmark to evaluate the work. A great brief should result in two things, nailing the client’s expectations, and help in creating the work that you are proud of.
A brief is a blueprint for the project that helps form the overall strategy and achieve the mentioned goals of the project. While initially, you will find that creating a brief is a time-consuming process, but once you have outlined the details that align with your expectations and business needs, it will prove to be worthwhile.
But wondering what should you include? We are often left with the confusion of what to include in the brief. In this article, we take you through the elements that you must include in your brief to make it look perfect.
Before we start with how to make a solid brief, know the don’ts of it. Do not make the brief too long. Do not take the name brief too seriously and make it too short. While the size may differ for each client or project, know to only include the right amount of information.
Follow the parts below to get started with writing a good brief.
- Mention the problem
Talk about the problem that you want to solve within the business. It can be that you are lacking in sales, facing difficulties with your sales channel, not getting repeated customers, difficulty in expressing yourself, etc. Leave it on the company to offer you the optimum solution, your duty is to honestly let them know the issues you are facing. This will give the agency a headstart on what to focus on.
- Give company background
To help the creator get a better understanding of your company, provide them with the context or the background information of your firm. For them to solve your problem or work with you on a project, it is a prerequisite to know about your products/services. Let them know why you are doing this. Who are you and what are your goals? Outline the business background. This should be simple and clear.
- Define your objectives
What do you want to achieve from this particular project? If it is a campaign, what do you want to communicate through this? Focus on the outcomes of this project. Make sure that the goals of this activity are aligned with your overall strategy. Otherwise, during the process, the main mission might get lost. This is the key to tell them how will you measure your success.
- Illustrate the project
Describe what this project is. Include all the basic project details. What changes will it bring to your company, how much value does it hold for the firm? Write it in bullet points to not make it too informative. Write all the needs to be delivered through this project. If there is a regular channel that this project will be live on, or if you prefer multiple channels, specify this to them in advance.
If possible, give the timeline for each stage of the process. Make a schedule if you are tight on dates. Do not forget to mention the final submission date. Let them know who they should contact or report the work to.
- Refer the Target audience
Let them know about your clients. Who are they directing this project towards? This will help them gain characteristics including demographic information of your clients and work on the project details accordingly. The project can be tweaked and be more specified if you have the behavioral insights of the clients and know what they believe in. If there are any specific profiles that interact with your business regularly and you want them to know. The more data gained through research on customers, the better it is.
- Specify your budget
Mentioning your proposed budget is a really crucial part. Ensure that the amount you state is in alignment with your overall brief. Read more on the importance of matching your brief and budget in this blog. When designing the project and seeking resources, your affordability needs to be considered by them. This way they scope out the whole project in a cost-efficient way. You might not have an exact figure in your mind, but provide them with a range or limit of your spending.
- Spil out mandatories
You do not want to miss out on the minute critical elements. Mandatories include the things that must be there in your project and can not be avoided at any cost. It could be anything from the logo, to the website link, to your tagline, preferred font, layout, etc. Give them directions of your preferences. Specify these in the beginning only. You do not want to create a fuss about it later and waste time or build multiple revisions.
- Say out loud your ideas
If you already have any ideas or a basic starter in mind. Do not hesitate to share it with them. Be confident in your own ability. They might find it good and build on this further or this might help them sparkle another idea.
In precise form a good brief should:
- Be concise and to the point
- Focus on the important areas
- Encourages the firm to build on ideas
- Results in effective and accurate content
- Saves time and resources
- Not too wordy
- Includes all the crucial elements
Writing a sufficient brief saves a lot of time and money in the long-run. It also makes the whole process look polished and efficient. You do not want to include an overwhelming amount of information. Make sure you create a new brief for each project and have thought through all the essential details. Clarity, trust, honesty, reliability are some of the basic features needed to excel at making a brief.
Along with briefs, another piece of document which is important is Contracts. Read here on how to make a good contract