A brief is a list of questions, a questionnaire for the client, which they fill out before starting work on a project.
Remember how we used to fill out interest questionnaires in school to get to know each other better? A brief serves a similar purpose.
Its main goal is to introduce the marketer to the client's business and to learn the most important details about the product or service.
A brief should be sent at the start of collaboration with the client.
It can be created in a regular text document or in tables. There's also the option to make a brief in a Google Form, which is suitable for a short brief when you provide the client with questions and answer options.
Key Points about the Brief
Briefs can vary: they can be simple or complex, short or multi-page, formal or humorous. But generally speaking, any brief should be divided into meaningful sections.
Psychologically, it’s easier to fill out a brief where questions are structured into small groups rather than a continuous sheet of questions.
A brief can have the following structure:
Contacts
General information about the company
Client's desires
Content
Competitors
Target Audience (TA)
Format
Tasks
Final results, deadlines, and budget
Main Sections of the Brief
The content of the questionnaire may vary depending on the topic: creating a website, setting up advertising, or drafting a marketing strategy.
Typically, a brief includes several mandatory components:
Tasks for the Marketer
If the client doesn’t understand why they need a new website or advertising, it will be nearly impossible to satisfy them. Therefore, it’s crucial to discuss all aspects with the client before starting work.
Competitors
Knowing the main competitors of the product is also very useful. Usually, the branding and advertising are designed to be distinct from competing companies. The unique advantages of the brand should be reflected in the marketing strategy to stand out and be memorable among competitors.
Information about the Company
Some might say, “That’s simple.” If it’s about a grocery store or a hair salon, the field of activity is clear at least on a basic level. But what if the client is involved in manufacturing metal structures? In this case, details are needed to understand the company’s operations.
Misunderstanding the company's activities can lead to fatal errors in online positioning.
However, even if the client’s work seems simple and clear, it’s worth learning more details.
Final Results, Deadlines, and Budget
This is important to discuss to avoid mutual claims later on.
Knowing clear deadlines and the workflow with the project will make the process smoother and provide peace of mind.
Why the Brief Filling Stage Cannot Be Skipped?
A brief is not a panacea. The likelihood of contentious situations arising during the project has always existed and will always exist, no matter how precise and well-crafted the brief is.
However, filling out a brief allows you to save time that could be spent on meetings or lengthy correspondence with the client.
You can quickly learn about the budget and deadlines, and make adjustments before starting work on the project.
A brief provides an opportunity to find common ground right away, which will help avoid revisions and adjustments in the future.