Whether you need an entire campaign or a single logo, knowing how to brief a creative team will help you get what you want much more easily, and save you time and money.
A brief is so important because it’s the essence of the entire project, that all work flows from. It ensures that everyone is on the same page. The agency you’re working with will use it to keep on track, and you’ll use it to evaluate what’s been delivered. Besides that, a well thought through brief can inspire exceptional work.
A vague brief won’t miraculously deliver what you want. Instead, it will waste time, result in higher costs from lots of rounds of changes, and frustrate you and the agency involved.
So, how can you avoid these pitfalls and create a successful brief?
This seems so obvious. But we’ve been briefed before without knowing that key players weren’t all informed or in agreement about the project vision. The result: Confusion, change of scope and direction, a re-brief midway through the project, higher costs, and lost time for everyone. Don’t let this happen to you! Meet with your project team, discuss all the items below and come to an agreement before speaking to your agency.
Objectives, scope, deadlines and deliverables:
Think about how you can briefly explain the background and ethos of your company and the context of your project. Your agency will do their own research, but explaining what you’re about and where the project fits in will help them to deliver on target.
Define the MUST HAVES. Is there a particular logo, strapline, photograph or colour that has to be included? Are there particular images or phrases that must NOT be included?
What excites you about the project? Any ideas, inspiration and examples you can share with the agency will explain where you’re coming from, and help them hit the right tone and style.
Let the agency know what you want. In your earlier team discussions there were probably questions you didn’t have answers to. That’s fine. Your agency will help you work them out. The fact that you’ve really grappled with your project will make discussions with your agency all the more fruitful.
Any good agency will ask questions and challenge you when necessary. That’s what we’re here for. We’re experts in our field and will let you know if we think you’re going in the wrong direction. So be willing to be flexible and take advice.
The finalisation of the brief should be a team effort between you and the agency. At Blue Juice Design we’re relatively flexible about the process, but whether it starts with a document from your team detailing what you want, or a conversation, the end point will always be a final document that we all agree on and sign off.
We’re passionate about working with our clients to deliver the best solutions that bring your big ideas to life! So follow the steps above, really think about your brief and help us to help you!
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