At the very beginning of any great project is a clear, concise and well-communicated brief. Without these rock solid foundations, it becomes easy for things to unravel along the way. No matter how good the freelancer or the service you outsource to, they need to be briefed. Without a strong direction and a set of comprehensive instructions, they can’t possibly deliver what is in your head.
We’ve put together a simple guide for giving a marketing brief. It provides you with the boxes to tick when it comes to communicating what you’re trying to achieve. You’ll become a great brief-giver in no time, now try saying that three times fast, without tripping over your tongue.
Why – the goals and objectives of the project
Your brief is the starting point of what you’re trying to achieve. Explain what you’re looking to create, and why. It gives your creatives a sense of what is needed so they can use their expertise and experience. This is where an initial understanding of your digital marketing strategy is useful.
Are you looking to ramp up your lead generation and therefore attract new business? Perhaps your website just needs a facelift to align with your current brand guidelines and culture. Be transparent about your strategy and what you’re hoping to achieve at the end of the project, as well as any milestones you’d like to hit along the way.
How – your proposed plan of action
What is it you want to produce? What would make the project a success? Be as specific in explaining this as possible. Use examples of things that others are doing, just be clear whether you admire them, or want to avoid them! This includes keeping a close eye on the competition.
Who – internal teams and target demographics
This refers to both those on the inside and outside of the project. Use the brief to introduce the internal team assigned to the project. These are the in-house people that your marketing team will need access to for specific questions and answers. Being explicit about who is responsible for what helps a team work as efficiently and harmoniously as possible.
The ‘who’ also refers to your target demographic. It’s another vital nugget of information that must be relayed to anybody receiving a project brief from you. A project brief which relates to your website or marketing is especially instrumental in positioning your brand within its marketplace.
When – clarity around timelines and deadlines
One of the most crucial things to be 110% clear on when giving a brief is your expectations around deadlines. The final deadline and any specific dates or targets you need to meet along the way are key.
Some other important factors to consider before you go
Put it down on paper too. Face-to-face conversations are vital when delivering a brief, even if only via video call. Turning the brief into a concise document is useful too. Just make sure everybody has a copy so that you’re all singing off the same hymn sheet – literally.
Remember that it’s not just about the initial briefing. Continued communication are the foundations of a successful working relationship. Where possible try to do this through a single point of contact who keeps everyone updated.
Accept that the brief might evolve. The plan of action at the start might not be how the project progresses further down the line. Be open to adaptation and flexibility, and just make sure this is communicated clearly throughout.
We’re your friendly neighbourhood digital marketing team, specialising in organic SEO and great content. Learn more about our services and call us for a chat about your project on 020 3355 8069