A briefing can make or break a project. Seriously. Ever heard of “broken telephone”? Yeah, something like that. A lot can happen in that small space between a client’s idea and the agency’s realisation of that idea. And that’s why a good brief makes all the difference.
First and foremost, introduce your business. In order to create something that screams “you”, designers and the like need to know exactly who you are. Not the dirty details, of course, – you can keep that to yourselves. Let your designers know what your business does, why it does it and how. The more you give them, the better the brief.
Now comes the meaty stuff: the project. You know what you want and you know what you want the end goal to be. This needs to be communicated to the designer. Much like your company’s background, a designer needs to know precisely how the project is to be realised. The happiness of you and your designer depends on it. Along with your vision for the project, your designer needs to know about your target audience. They need to know about your target market and the current landscape your business finds itself in. What do you want your business to achieve in this marketplace? It would also be a good idea to go into detail about your competitors and how they fare in the aforementioned market place.
Delivery is the next step along this journey of the perfect brief. Do you have a clear idea of the deliverables? Does your designer? Much like the chicken and the egg, the success of your deliverables are dependent on the brief, and a clear idea of what the deliverables are to be maketh the brief.
Consecutively, detailing the endgame helps to get the project started. How is it that you will measure the impact and success of the project? Is it brand awareness? Or perhaps the usual return of investment?
By the way, in case you’re staring blankly at the screen: return of investment (or ROI) measures the gain or loss generated on an “investment” relative to the amount of money invested.
Strangely, after all is said and done, the most important aspect comes into play: timing. Yes, and it is crucially important. Funnily enough, this is the one aspect, which has the greatest impact on your project. What is your projected timeline? Can your project be realised in the precise manner you hope it to in the time you’ve given your designer? This is where communication, whether in the brief and/or elsewhere, plays the most important role.
At the end of the day, when it comes to a good brief, it’s all about information, information, information. Tell us who you are, what you do, why you do the things that you do and how your product will change the world as we know it. Yes, the world. Go, you good thing.