What is a brief and how is it written?
In the client–agency relationship, the main purpose of a brief is to give the agency as much information as possible about the company, product or service. Bear in mind that you must present information about your company correctly so that the agency can help you create a solution with faster and better results. The more complete your brief is, the better the result you will get. That is why your brief must be precise and thoroughly clear. In short, a brief is a way of telling the agency what you want, and if you say it correctly, you will get the result you want. This is the foundation of your business's growth and of a good relationship with the agency.
5 ways to create a brief:
1. Define what you want to say.
Everything starts with your goals. In our minds we all know what we want to achieve or what our business objectives are. But there are times when we do not know how to express ourselves. That is part of the process. It may be that we do not know what to say. We have two options: get to know the subject more closely, do a little more research, gather more information and better insight — or develop our own writing skills. We should consider bringing in people who will help us express ourselves, who can ask us the right questions and help create a story (both spoken and written). In the end, we must keep in mind that the result should serve the right information and the right purpose.
2. Be specific.
If your information is specific, the likelihood of a fit-for-purpose result is much higher. If you cannot express your expectations, nobody will give you what you expect. You are the one who holds the most valuable insight into your business and the information you understand, and you can share it with others through a project brief. Do not think along the lines of “I don't have time”, “this is a very small project anyway”, “they know us very well, let them decide what to do”, and so on. How do you know you have been specific enough? Try to give a person as much information as they need, create a clear information structure that is easy to navigate, or even show what you have in mind by presenting some of the most representative examples.
3. You are not writing this for yourself.
Put yourself in the position of someone else who does not know your company. Give enough information and try to clarify your expectations. You should be aware that the agency knows how to do business, but does not know you and your company all that well (yes, that is completely normal). So use the brief to introduce yourself: tell people not what you want to achieve, but what you do, how you do it and why. That way the agency can help you reach the point you want.
4. You must know what your unique selling point is.
You are the one holding the keys. Even if we are talking about the same industry or the same kind of products, every business is specific. Remember that everything starts with you. Use what sets you apart from others. Find the right people who will help you present yourself and your unique brand.
5. Get in touch.
Right, you did it — you created a brief. But it does not end there. Ask for feedback, arrange a meeting. Having a good brief does not mean everything is finished; the brief is the first stage of a larger process.
Remember that everything starts with a well and thoroughly prepared brief.
If this topic matters for your business, take a look at NS Studio’s website development and branding and logo design services, and continue with “How should a professional website be built?”.
