Briefs

Why do clients write briefs?

  • In order to provide you with the best practice guidelines for workers, as in the working industry there's pressure to work faster, cheaper and more efficiently. By creating a brief following this document you will positively impact upon the points mentioned previously. 
  • Better work: Briefs provide specific information that the customer or company wants and by creating a good one a client has a clear idea on what to do. Without one waste's the clients time as he won't be able to work as fast as he'd have to think for the customer/company. 
  • Saving Time and Money: The biggest waste of agency resources is to put them through the process of developing a isolation repeatedly without a concrete direction. This causes wasted time between the client and customer. Thanks to research %99 of agencies and %98 of clients agreed that "Sloppy briefing and moving goal posts wastes both time and money." This because a clear written brief can be used efficiently and will maximise the chances of getting it right the first time. 
  • Fairer remuneration: The lack of a clear business goal / brief means that payments cannot be fully agreed between both sides meaning that time and money is going to be wasted. This is why making a good brief is crucial as it helps the client have a better work flow and also doesn't waste the business' or customers time. 


 Outline 3 principles behind a good brief.

  • Clearly Defined Objectives: First of all make sure that your objectives are crystal clear. Also use concrete business objectives rather than vague terms such as "Create a better logo", as the client will have a hard time thinking what needs to be improved and won't waste his and your time. 
  • Clarity of Thinking: A good brief isn't long and detailed it gets its points across easily and not vaguely. The appeal for clarity and objectivity isn't an attempt to reduce your creativity but to address key issues you're facing can spark off great creative thinking. 
  • Written Briefs: Agencies believe that a combination of written and verbal briefing is ideal. Although clients find that to start off with a written version rather than a verbal meeting helps, which is created by the client and then analysed in a meeting by the agency and debated between the two teams. 


 What elements should a good brief contain?

  • Date, Project, Name, Projet type, Purchase order, Job number.
  • Operating company, Brand owner, PLC/Group Company.
  • Client team names / titles and contact details.
  • Marketing Strategy
  • Campaign Strategy
  • A single-minded and measurable objective 
  • Budgets, Timings, Other Considerations
  • Product or service description, manufacturing or service delivery; distribution channels; market size, customer usage data, the brand’s positioning; its history of brand communications, competitive brands/products and their communications activity, etc.
SWOT Analysis:

  • Helps companies find and identify their Strengths and Weaknesses, possible Opportunities, and potential Threats. You can use this to a find a niche target audience. 
  • You can distinguish yourself from your competitors and gain the upper hand in competitiveness as you're assessing yours and other companies market position. By understanding their weakness you can manage them and eliminate threats within your own company. 
  • When you've written all your ideas down be harsh and be realistic and what will and won't work as you don't want to be wasting useful resources and waste money. 

Game SWOT Analysis:

Comments

  1. JCoSS Media Dept5 December 2017 at 02:55

    Excellent attention to detail and some really strong responses.

    Think about ethnicity with your mood board, geodemographics, psychographics!

    ReplyDelete

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