Drafting a client brief is much like putting in a custom order for a birthday cake. I say ‘much like’ because it’s not entirely the same. Client briefs have a lot less cake.
We all understand how a birthday cake scenario works: you provide a bakery with information around whose birthday it is, interests they might have and when you need it ready. You also give them an indication of how much you’re willing to spend. You send this off to your baker and, unless they have any details to clarify, they’ll get to work. You define the objective and leave the creative execution to them.
If such a straightforward process works for a cake, why wouldn’t it work for a creative brief and why do 80% of marketers think they’re getting it right when 90% of agencies disagree? *
Here’s what makes a good client brief – and what agencies secretly want you to include.
Why does a good brief matter?
Think about it, you’re working with an expert in their field (and paying them) because they can get the job done more effectively than you can – not many of us know how to make a cake like a professional. They have experience producing what you want and doing it to a good standard. It saves you time and brain power, so you can focus on what you do best.
That’s what’s at stake when it comes to writing a good client brief: your time – and sometimes your sanity.
Getting everyone on the same page, baking off the same order form, means fewer revisions and room for growth rather than correction. A great recipe for success.
Back to basics: what a client brief is (and is not)
A client brief is a summary document that outlines the scope of your project. It defines where your business and client base are at the moment – and where you want to get to.
It’s not quite the same as a ‘briefing’, which is more often an in-person meeting to discuss the project. A briefing makes sure everyone is on the same page, while a brief is the actual page that gives the strategic direction. What happens in the middle is the job for your agency. Back to the bakery, you wouldn’t pipe the icing yourself, would you?
Sometimes, the easiest way to hone your briefing skills is to focus on what a client brief is not. They’re not extremely long, complex, vague or a list of to-dos.
So, what makes a good client brief?
A good brief summarises your need and gives your agency a clear direction of your intended outcome. In essence, that’s all you need to get across. But it often goes wrong.
Some foolproof ways to develop a succinct client brief are:
- Start with a story
Storytelling is one of the most important things that you can do for your agency. Remember, they may not be familiar with all the ins and outs of your business and your customers. While you don’t need to know what the solution to your challenge is (that’s why you’ve hired your agency), it’s helpful to take them on a journey from present day to what you see in the future.
- Understand your audience
And get specific. Rather than choosing a broad group, like adults aged between 18 – 65, get under the skin of specifically who your target audience is, not just your existing customers. What’s so special about them? Do they have any defining characteristics?
This is a crucial storytelling element of your client brief – so share as much about it with your agency as possible.
- Share competitor analysis
If you’ve got competitor analysis or other industry data readily on hand, share it with your agency if you can. It will help them paint a better picture without you necessarily having to explain it yourself. (Again, a big timer-saver.) - Send your guidelines
Sounds basic but it doesn’t always happen. Any brand guidelines and style specific documents should always be included in your brief. It will speed up the process for your agency and call for fewer edits after the first look.
- Always give a budget
You’ll be surprised at the number of times a brief lands in astraia’s mailbox without a budget, or even rough guide. While budgets are important for stakeholders, as an agency, we also need to know what we’re working with. Being transparent about costs helps to reign in creative ideas or to tackle a solution in a different way.
TL;DR
Keep your briefs brief. Leave room for expression. Make your objectives and audience clear. Include your budget.
* https://www.betterbriefs.com/research?hsCtaAttrib=183401929528
