Briefs, glorious briefs!Being in the design field for a fair number of years now, all types of briefs have come in via all types of methods from all types of clients across virtually all sectors. Some are, shall we say, a lot better and more descriptive of there requirements than others.
It depends on the clients and how familiar we are with the brand we will be working on, and luckily for us when presented with a ‘limited’ (back of a fag packet) brief we have been able to work with the client and hone in on the exact requirement.
After all if you were seeking a new home and proceeded to an estate agents and you came to me with the idea of a nice detached rural family home and given no brief they directed you towards a swanky bachelor pad in a lively part of town you might not think they were quite right for you. A good estate agent would of asked a few simple questions such as How many will be living there, what ape of area and what is your budget.
Now we love to receive creative briefs of all descriptions and love even more solving them but it does help to have a bit of a considered approach to supplying a brief which will help us to make you see that “we just get it”.
Some obvious questions that we would ask of an initial brief, especially with new potential clients would be along the following lines:
What is the reason for this project?
The background and the rationale are important, it may help us decide if we are the right fit from the off.
Something instigated your requirement for a solution to your ‘problem/task' and we’d like to find out more.
Is it a new product you are offering? A new niche to explore? A refresh of your brand?
What is the desired outcome?
We will need to find out what you want the project to achieve. Ideally we can measure the impact the project will have depending on these desired achievements.
More sales and a bigger chunk of the market. The need to get your brand noticed on a bigger scale.
These will all help decipher want we need todo to achieve thiese goals.
Who do you need to market it towards?
Your target audience and how to aim at it aim at that market will determine how we develop the projects look, feel, tone and which mediums are best suited.
We will be able to tone it towards the target markets age, whether that be male or female or both and where do they stand on the social position does it need to be stylish with great photography and clean lines to be aimed at an architect or have a trade feel to fit with people in that field.
What do you want your customer to do, or how do you want them to feel?
If it’s a charity or a maybe even a protective dad (think Volkswagen Tiguan Ad) do you want to play on emotions and needs? Do you need them to go to the supermarket and buy your product? point them to your website or pick up the phone for more information? This way we can gage the drive behind the objective.
Do you have a key message that will drive the most impact?
You may have many considered key messages to put across but what is the key message that will be most effective. You have the best widget in the world for opening a jam jar? the biggest sale ever known? This important key message will be much more effective than using a few less impact ones.
What items do you think will need to be delivered?
Brochures, exhibition stand, sales film, press ads, web ads. Which will you need and how many. Important to consider and we may or may not know of a better alternative and if we can get more value for your budget.
It will also help find out if we need to pull in our super trusted sources to collaborate for specialist requirements. Most agencies claim to have everything under there own roof but does a Construction company always make it’s own windows, locks, bathrooms etc etc.
It’s all in the detail
What are the specific requirements? An established brand may have guidelines that will need to be adhered to. You may of booked a space with a tight deadline in a news publication, what is the exact size and do you have the publications specific specifications to hand. An exhibition you need brochures and leaflets producing for, how many will you need and what is the deadline? we can plan back and produce a production schedule to make sure the deadline is hit.
Do you have a budget?
How much you are able to allocate to a project will seriously determine if what you desired is achievable. The difference in price could be a full exhibition stand or a couple of pop-up banner stands, a static brochure website or a serious CMS website. We’ll always think creative it’s just how creative we can be with your budget.
By answering all of the above we are able to form a great functional brief. Enabling a more targeted approach to the creative ideas, ensuring we deliver what you want, measure if it works, within the agreed deadlines for the right budget.
If you would like to discuss a brief you currently have, or are developing, please call Damian
on 07853 331167
or email email@example.com