The 6 most important things to put in a brief
Depending on your professional background, marketing experience and available time, the briefing process may be something that you adore or avoid. But be assured the time spent in this process is directly correlated to the results you get from your agency.
The type and quality of information we get from our clients at the start of a project has a dramatic impact on the quality of our thinking, speed of response and ultimately will impact on the outcomes we can achieve for you.
If you only give us six pieces of information, please give us these:
1) Brand Objectives
We want to understand the bigger picture of your brand and business, in order to make sure that we ultimately deliver outcomes that are aligned to your overall commercial strategy. Sharing your objectives and business KPIs are important and give us insight into the size and type of the job to do.
We do not have a “one-size-fits-all” approach to strategy and starting with brand objectives gives us the most important insight into the types of channels, content, tactics and activities that may be most relevant to your brand.
2) Target Audience or Personas
Please share as much rich information about your target audience as you can – current users, prospects and non-users. Research helps us to understand triggers and barriers, audience hopes and aspirations, as well as their media habits, consumption and spending patterns. This applies to both B2C and B2B target audiences.
We will develop rich lifestyle or professional personas that bring to life a qualitative and quantitative picture of who we are trying to influence. If you already have brand personas, please share!
3) Brand Essence, Values and Tone of Voice
Let us know about your brand history, architecture, personality, and important symbols, past communications/advertising, tone of voice or characters. This is essential to ensure we respect, protect and build on your existing brand assets. Also please share brand graphic style guides, key visuals and digital assets; these are vital for content development.
Of course, part of your brief may be for us to help build your brand or evolve it – which we often work on with clients – especially if it is a new brand or product.
4) Integrated Activities
In most cases, you’ll probably brief all your agency partners together, but sometimes there isn’t time or practicality to do this. But don’t leave it to the last minute to brief for PR or influence – the earlier, the better! Our work rarely takes place in isolation, so please let us know what your other agency partners are doing and what other campaign activities are taking place. Understanding timings of these activities is really important for our planning.
Most importantly, knowing when and where paid media is occurring is vitally important for us in recommended the channels and timing of our earned media activities. Synchronisation is everything, right?
5) What do you love and hate?
What have you done before on the that you love and has been successful? What has worked well? And what has perhaps missed the mark? Are there other brands or campaigns you love or hate? What really stands out for you?
We will paint a picture of what success looks like, so knowing where you have been before and what benchmarks have been achieved helps to determine what are the most appropriate KPIs for this project or campaign.
Do you want a BMW or a Barina? No, seriously. We will always come up with biggest ideas your budget can afford and can provide options if extra investment is available – but please give us a starting point or ball park. It helps us to craft the most effective and realistic response to your brief and will get you to the outcomes you are looking for faster. And, by the way, we sometimes drive Barinas and sometimes drive BMWs – it just depends on where we are going and how we want to get there……
With all of this information in hand, we will have a really good starting point to craft a smart, effective, creative and cut-through program for you. If you need an FORWARD briefing form, let us know, and we can send you one!