What is a brief? What is it and how to prepare it correctly?

A brief is a clearly formulated message, often written, by which the prospect communicates his order and the expectations related to it. The creative form of the brief serves to develop an action plan with a clearly defined objective. Marketers especially love this form of communication. It acts as a kind of signpost that guides a given project from the very source of its creation (i.e. the idea) to its completion.

Such a solution provides a clear communication message in the area of, among other things, the schedule of tasks, the main stakeholders and the very purpose of the project. The brief is the only source of knowledge and guidance for everyone involved in a given project. If questions or ambiguities arise, he clears up doubts and steers things in the right direction.

The brief is often used to make deals between clients and marketing agencies. For the client, this means that the contractor understands the project, is fully involved in it and intends to meet the client’s expectations.

In turn, the agency itself is able to win favor with the client. In addition, the brief is also useful when starting internal marketing projects. Starting the activity by developing a brief allows the team to focus precisely on the vision and what it intends to deliver.

Regardless of the target audience, the benefits of the solution as it is marketing briefare very significant. First of all, the brief minimizes the risks of conflicts and loss of time, thanks to which the implementation team is able to achieve much better results. Moreover, it introduces consistency in the structures of the creative process, allows you to document key details (necessary for effective work) and also clearly defines the most important elements of your marketing program or advertising campaign.

In short – who is generally responsible for this?

Who creates a given brief largely depends on how it will be used later. In a typical marketing company or agency, the client contacts the appropriate managing director creative folder for a job or project. Then the manager himself prepares a more detailed list, which is additionally consulted internally, in cooperation with, for example, the director of the enterprise. It is then given to employees who receive specific guidance for the development of their activities and the work of the entire team. A new brief is put in place each time the client requests a new project.

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