The art of brilliant briefs

It’s ironic a communications brief is often the opposite of brief.  Similarly it’s ironic that what is arguably the most important starting point of any campaign is often rushed or treated just as a formality. Please don’t kid yourself; a brief is an absolutely crucial tool for a successful campaign.

There’s a common saying associated with writing briefs and that’s “S*it in, S*it out.” Basically, a bad brief will result in a bad campaign. So let’s look at the purpose of a brief, what it should contain and how it will inevitably evolve.

The purposeful brief

A brief is designed to be a document that holds all the relevant information required to build a communications campaign.  It’s a tool that unites your unique business insights, challenges and objectives with a marketing function to effectively translate the information into a successful campaign. Success is measured by meaningfully communicates with the intended audience to achieve business outcomes.

Important but brief

In the spirit of keeping it brief it’s also vital you stay single-minded.  An overload of information and / or objectives will dilute the message. The essential questions that need to be answered include (in no particular order):

  • Details of your product / service
  • Insights into your audience
  • Your intended message/s and supporting information
  • Insight into your brand

Evolution is natural

Briefs are designed to be a starting point and what follows is usually robust, insightful and crucial conversations.  More questions than answers often arise from a brief and this allows us to get to the real crux of the problem/s issues and core proposition of your business.  This is when we truly find the gems of information required to develop a fabulous campaign. The end result can look like a very different answer to the original problem. This is natural evolution.

Click here to look at the Lemon Tree Communications Brief we use to get the best results for our clients.