How to Give a Good Brief

In this post, we take a look at the most important part of any project: the brief. Here at Brandkind, we’ve seen all kinds of briefs from good to bad to non-existent. And still, we get the work done. But to make things run like a well-optimized machine, a good brief is best. So what do you need to do to give a good brief? Read on and we’ll tell you.

What is a brief?

A brief is a single document that the customer gives to their partner agency. The brief explains clearly what the customer wants the agency to do for them. It is usually presented in a briefing meeting.

Just to make it clear, you read that right: the brief is a single document or file. Simply by listing your needs clearly in one place – in the brief – you will make it much easier for the people you are briefing to deliver what you want. Of course, you can also provide supporting documents with more detailed information, but they are not the brief.

Know what you want

Luckily, preparing a good brief is not complicated. To start with, the overall idea should be, as the name implies, brief. When you think about it, you can probably tell someone what you want in about 10 seconds. For example, “We have a new product and we need an online campaign to launch it in Asia.”

Once you can state what you want clearly and simply – the what, why, where and for who – then providing the supporting details is easier.

Always state the obvious

The brief should cover all the essential facts, and your aims, hopes, and wishes. If you forget to ask for something at the start, there’s a fair chance that it won’t get done.

When you write your brief, be clear, include all the essential facts and state the obvious. The brief is the reference document that people will check when they need to clarify anything about the project. If there are photo libraries or supporting documents, the brief is the place to tell people where to find them. If the product will be confidential until the day of the launch, the brief is the place to say so. Remember, nothing is obvious to a new team member.

If you can include a checklist of things to do, that’s even better. That way everyone can tick off the deliverables one by one. Did we do what the customer asked for? Yes, we did.

What are the essentials?

When it comes to getting the essentials right, ensure that you include the obvious things, as well as the technical details. These include:

  • The contact people for the project and their contact details
  • The aim of the project
  • The main messages
  • The target audience (including countries and languages)
  • The media you want to use
  • The names of the brands involved
  • The official names of the products and services
  • The brand guidelines and tone of voice
  • The budget
  • The deadlines
  • Mandatory elements like logos, boilerplates, slogans, launch dates, contact details, etc.

Useful to include

When you think about what you want to achieve with your project, it is also useful to consider your target audience, whether they are new, prospective or current customers. For example, what do they think about your product and services now? What would you like them to think? And why should they believe it?

If you can provide answers to these questions in the brief as well, so much the better.

Get what you ordered

In conclusion, all you have to do to give a good brief is to tell people exactly what you want. You give the order, and we’ll deliver it the very best we can.