A brief is a vital part of the communication process between a client and design agency.  

A decent brief allows you to get the results you want quickly and within budget, keeping everyone happy. 

Ideally, every marketing campaign should start with a clear brief, laying out succinctly what the brand design is aiming for. However, in reality this can be as little as a quick conversation.

Knowing where everyone stands from the off helps to avoid misunderstandings, provides clarity and sets up the brand design project to meet KPI’s (Key Performance Indicators). 

Be clear
 
A written brief is preferable to a verbal mandate for a number of reasons allowing both parties to:

• Understand what is needed
• Know the target audience
• Be clear about the message
• Understand constraints, such as time and budget
• Produce better work   
• Set measurable goals

Despite this a verbal briefing may be preferred by the client, particularly where there is a strong relationship already. Research suggests up to 50% of clients prefer to talk through their brand design plans. 

Often it is the case that both parties have a sound understanding of each other’s industry and can anticipate requirements.

Or when time is of the essence a verbal brief is again often a preferred communication.   

Without a definitive guide though there is scope for confusion that a written brief could avoid.  

If giving a verbal brief is the only option, it is worth asking the design agency to reiterate the brief back to you in writing. 

Constructing a brief 

The three principles for writing a good brief are: 

• Aim: What do you want to say/ achieve?
• Information: Make sure everyone has all the details 
• Motivation: Get everyone on side from the start

The key though is brevity. Be concise so everyone can remember what brand design goal they are working towards.

Cover all bases

Try to distil the brief as much as possible but without omitting important detail. Break down the information with bullet points and headers, set timescales of the project and ditch jargon. 
 
And remember to include all stakeholders if possible to avoid late changes that may push costs up. 

For more advice on brand design strategies contact Brand Britain.