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Imagine that a sorcerer condenses your company into an amulet with a magic spell.
Despite its small size, the crystal contains everything that is most important: the idea, the business objectives, the specifics of the brand and even the market context and the character of the customers. All you have to do is put it around your neck, and you will always have all this knowledge with you - and you will lead the company in the right direction.
That is the brief.
It's just that instead of an amulet, you have a document with you. Do you feel how powerful he is? Why is it so important?
What is a brief and what is it for?
Letter (eng. concise, concise) is a form that is filled out at the beginning of cooperation with a creative agency.
It consists of questions that step by step guide customers through all their knowledge of the company — and help extract the most relevant information from a project point of view. Their content and order is no accident — they are carefully thought out. One question complements the other and leads from the general to the detail.
The simple, crystallized form of the brief (like this condensed amulet) helps clients clarify needs. And for agencies to understand them. And then propose the best actions for specific business goals and organize the creative process.
Better brief = better collaboration = better effect
And at the same time, less corrections, wasted time and money spent on the project.
What does it give to customers and designers?
Benefits for customers:
- the ability to accurately determine your own needs and expectations.
- making it easier to focus on selected business goals (without breaking down into activities that do not contribute to them).
Benefits for both parties:
- a reference point for the final approval of the project.
- minimization of misunderstandings.
Benefits for the Agency:
- better understanding of the client's needs.
- facilitate the planning of work and the valuation of activities that will have a direct impact on the result (without proposing additions unnecessary for the project).
Types of Briefs
Depending on the purpose of cooperation, there are 3 main types of briefs on the market
(click on the link to download our original template for each one):
1. Brand Brief
2. Brief brand communication
3. Digital Product Brief
How do you know what they mean (and most of all - which one you need)?
If you're offering services or products, but doing marketing bluntly, and your image is chaotic and inconsistent — you need a pattern that unifies actions across all channels.
Reach for -> brand brief
The result of our cooperation will be branding — the identity and image identification of the brand.
If you already have a brand and need an online or offline advertising campaign — for example, on the occasion of Christmas or a product launch for Women's Day — you need a new creative concept. But one that retains in its communication all the so-called brand assets (logo, colors, shapes, voice&tone...) of the brand — mother.
Reach for -> brand communication brief
The result of our cooperation will be determined during the campaign: image, sales or recruitment.
If you already have a brand and need a new (or refreshed) online product — a website, app, store or service in a specific technology.
Reach for -> digital product brief
The result of our cooperation will be a new place of contact with your customers.
Psst..!
If you need all of the above items... don't worry. You don't have to fill in as many as 3 files! Then we will start with a brief of the brand — and both communication and product are built on their basis.
Questions you want to ask
1. Are you afraid of revealing a trade secret?
We sign a non-disclosure agreement (NDA) with each client. Your secrets are safe with us!
2. Don't know how to fill out a brief?
No problem. Book a consultation with us — we will complete it together. During the conversation, you may find that we can answer your needs even better than you thought!
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There is no need to wrap up in cotton — without a good brief it is difficult to have a good cooperation. That is why the best agencies in the world put so much emphasis on this first step. Not for the sake of sharpness and attention to detail — but for the best possible results. By the briefs you will know them!
Want to talk (not just about briefs)?
Write to us
or call: +48 663 518 743
