What is a brief and how to write it correctly?
The marketing agency you want to cooperate with asked you for a brief, but you think it is an unnecessary formality and a waste of your time? Nothing could be more wrong! Brief is a form of communication through which the contractor comes to an agreement with the client, setting his expectations and adjusting the action strategy to them. So you can safely say that it is beneficial for both parties - you give specific feedback and get the result you wanted.
What is a brief and what is it for?
Are you wondering what the brief is for and why does a professional marketing agency care so much about it? A brief is a clearly formulated message by which you convey your order and expectations towards the recipient. It will serve as a signpost that will lead the contractor step by step in the direction you choose. A correctly written brief is a recipe for a correct understanding of your expectations - thanks to this, the final effect of the agency's activities will be in line with your assumption.
Writing a brief step by step - what should be in it?
When writing a brief, you don't have to be creative. It is enough for you to include all the relevant information in it. Remember that it does not have to be nice - focus only on dry facts, because they are important for the agency, you can even point them out. A good brief cannot miss such stages as:
- presenting the product and defining its unique features - what distinguishes it from the competition;
- description of the target group - to which age or social group the activities should be addressed;
- insight - understanding the implicit needs and motivations of the client;
- project goal - define exactly what you want to achieve with the help of marketing activities, e.g. increase in sales, increase in brand awareness, building relationships with the client;
- brand positioning - its history and values that guide it;
- budget and schedule of activities - will allow you to select appropriate activities and schedule them correctly in time.
The above information is the minimum necessary to prepare an offer for the client. Of course, you can also supplement the brief with a few additional messages that will allow you to even more precisely profile your marketing activities:
- competition and the situation on the market - this will help in adjusting to a specific industry and distinguishing yourself from the competition;
- tone of voice - the way the brand communicates with the user, the language used by the brand, as well as possible restrictions imposed by them;
- other currently conducted marketing activities - e.g. in content websites or in the form of video content - it is worth coordinating them with each other so that the effect is consistent.
Bad brief - what are the consequences?
Our goal is to reach people who want to buy our product. They should be people from 15 to 65 years of age, of both sexes, from primary to higher education.
Such formulated brief does not bring much to communication with a marketing agency - it can even make it impossible to achieve the expected effect. Too much generality implies freedom, and thus difficulty in hitting your idea. If you do not inform the agency about your expectations at the beginning, it will be in the dark - maybe it will hit what you wanted, maybe not. A good brief saves time for both parties - thanks to this, it will not be necessary to ask for details by phone or e-mail at the next stages of the project.
What to do when the target audience really is so diverse? You can decide to segment it, i.e. divide it into smaller subgroups, to which it is easier to match specific activities.
Summary - 4 short tips that will allow you to write a good brief
1. Write briefly and concisely. You do not have to write an elaboration on several pages - the best brief is one that does not exceed 1 A4 page.
2.Avoid general phrases, stylistic embellishments and empty phrases - a brief does not have to be pretty, but specific.
3. Remember that the brief is an element of the communication process - think if you have included all the information that allows you to understand your order. It's best to use the bullet points above.
4. Make the brief consistent - a cluster of random information from the Internet will not help the agency understand your idea.
5. Schedule deadlines with little reserve - rushing is not in your favor.
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