How To Write A Brief
1. Invest in your brief
The first point to remember is that more “general” briefs will provide you with broader creative outcomes, but this will result in a lengthy feedback process with multiple revisions, whereas a clear, detailed and concise written brief will help to achieve your desired output faster and reduce your costs. It may seem clear to you what you are trying to achieve but, if you can, provide context, taking time to clearly explain your objectives, explaining the “why” you will reduce any ambiguity. Take your time and don’t be embarrassed at all to ask for help putting the brief together - we are often asked to provide feedback and assistance to refine a brief. We would rather a client initially ask for help as it helps to avoid problems later on. We even provide clients with a template to assist with the process.
2. Collaborate
Following on from the last point, work in partnership with the agency - collaboration on the brief from the start will have a positive impact on the outcomes and your overall experience of the project. Don’t assume anything – explaining everything is vital so that the agency understands what you want, what you need and why. The agency won’t know everything about your business/organisation so help them to understand and be open minded - the agency can share their expertise to give you options you may not have considered. Mutual respect is key – briefs based on mutual trust, value, appreciation, and honesty will always be more successful and result in longer-term working relationships.
3. Trust in the process
So, be transparent about what you want to avoid and what your desired outcomes are and be realistic and clear about expectations/scope of work from the start. If you have a budget, share this information to avoid unnecessary work and potential disappointment. If you don’t have an agreed budget ask for different solutions that provide you with different cost options presenting the pros and cons, allowing you to make informed decisions.
Agree deadlines, the level of your involvement and time schedules from the outset, to allow for accurate estimates. If your objectives change, be honest and start a conversation about amending the brief. When reviewing any estimates, it’s worth bearing in mind that creative work needs time to develop, and different types of creative work involve different times/costs.
To find out more and discuss how IvyJack transforms brands and businesses, contact us today.
