Every agency’s dream is to out-do the expectation of the client, in a positive way I mean. But once a brief is not correctly written, the possibility of going back and forth becomes inevitable.
Just like our everyday conversation in any relationship, your ability to effectively code a message in a way that your receiver can also effectively decode is known as successful communication.
A brief is beyond a piece of information sent via email or hardcopy. It is a document that contains the most important information that the agency needs to provide a solution to.
Oral briefing is not advisable as spoken words can easily be misinterpreted if not backed up by a document. Oral briefing should typically come in before or after a written brief has been sent.
Most importantly, understanding the key points in a brief is very important. Here are some points to note when writing a brief;
This should be a summary of your product or service, company and what it has to offer its consumers. Including details about your brand personality, brand voice, pricing or sales process and initial research here can be very useful too as it gives a clear picture of who you are as a brand and what you stand for.
This is perhaps the most important part of your brief. Outline exactly what you want to achieve from this communication whether it be awareness, increased sales, lead generation, conversion, etc. This is to ascertain what success should look like.
Who are your competitors? Are there any industry insights you have? Stating who your competitors are will inform the agency of the direction you’re heading and where you want to be.
“I want to sell to everyone” doesn’t always work. There will always be a segment of the population that needs your service a little more than others. Are they businesses or consumers? Where can they be found or how can they be reached?
Knowing how long you want to run a campaign for or any other communications activity helps to put into perspective the objectives you have set and how realistically you can achieve them. You can include here any key milestones or deadlines that need to be met.
This could be the key issue that needs to be addressed or that one thing your audience will benefit from using your product or taking an action. It is important to highlight this to help your agency tackle what is most important and ensure results are aligned to your expectations.
Know how much you want to spend. There’s nothing more frustrating than coming up with an elaborate plan that a client is not prepared to back up with funds. Having a ballpark figure is fine but it is best to have at the least, a range you are willing to work with. Saying “there is no budget” tends to waste time and energy. Have a budget in mind so that the agency can achieve your communication goals using the right medium in the most creative way.
There you have it. Now you know why putting together a brief ensures you get great results which will overall impact on your business goals and profit.
So what are you waiting for? Start writing and watch that agency (Us, put an emoji wink here) deliver on the amazing for you.
Good luck! J