Brand Briefing | Complete Guide
What's the key to drawing up a quality brand brief? In this guide, we'll just focus on the necessary data
Effective communication with the client is crucial for creation. An accurate briefing is crucial for creation and serves as your first impression with the client in a professional environment. Consider the initial briefing as your first presentation.
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Background details
Many people don't attach enough importance to a briefing because they think it's only necessary to understand the client's objectives. This function is one of your roles, although it is the main one, it is not the only one. As well as familiarizing yourself with the client and their mission, you also establish communication with them. It is at the time of the briefing that the client assesses your professionalism.
The briefing also helps us to classify the client. When responding to our requests for information, the client often talks about their own experiences. The client who responds to your requests for information makes numerous suggestions on how to collaborate and relate to you.
Before the call, we strive to gather as much information as possible about the customer, so that we can get more detailed answers when we ask questions about their activity during the call. Most of the time, we have prepared answers to these questions, which we add to as necessary. The client likes to discuss their own work and ideas, which is a perfect opportunity to gain a comprehensive understanding of your company. By using this approach, it's always simpler to generate questions that we can ask the client to demonstrate their proficiency and direction in your company.
The course of events depends on the level of information provided by the client before the call. If they have their summary, they can analyze it during the call and address any controversial points. The main aim of this call is to gather all the information available in order to provide the fullest details. Usually, at first glance, it seems that the customer brief only describes the structure of the product. However, the estimate is greatly influenced by the volume of content and the complexity of the functionalities. The customer, on the other hand, may not always realize how complex the structure of your product is. And often, in their short time, they may not realize it.
The briefing also helps us to classify the client. When responding to our requests for information, the client often talks about their own experiences. The client who responds to your requests for information makes numerous suggestions on how to collaborate and relate to you.
Before the call, we strive to gather as much information as possible about the customer, so that we can get more detailed answers when we ask questions about their activity during the call. Most of the time, we have prepared answers to these questions, which we add to as necessary. The client likes to discuss their own work and ideas, which is a perfect opportunity to gain a comprehensive understanding of your company. By using this approach, it's always simpler to generate questions that we can ask the client to demonstrate their proficiency and direction in your company.
The course of events depends on the level of information provided by the client before the call. If they have their summary, they can analyze it during the call and address any controversial points. The main aim of this call is to gather all the information available in order to provide the fullest details. Usually, at first glance, it seems that the customer brief only describes the structure of the product. However, the estimate is greatly influenced by the volume of content and the complexity of the functionalities. The customer, on the other hand, may not always realize how complex the structure of your product is. And often, in their short time, they may not realize it.
2
Essential brand briefing tasks
Understand the objective: Optimise the client's objective for the project.
Establish a connection: Providing a briefing allows you to demonstrate your skills and determine whether we will collaborate with the client.
Classifying the client: Provisionally, we can classify clients into three groups: win-win, lose-win, win-lose, lose-lose.
Two additional issues related to the brand briefing are not readily apparent.
It's important to consider it as a draft
The man is seeing your questions for the first time, some of which may never have been considered before. We revisit this draft several times to further clarify the details.
Understanding your client's identity is crucial
Designers often fail to recognise that they are not communicating with the person who makes the final decisions. And this individual is crucial to the ultimate success of the project. Ideally, it would be best to talk about the project with the person who holds the decision-making power.
Establish a connection: Providing a briefing allows you to demonstrate your skills and determine whether we will collaborate with the client.
Classifying the client: Provisionally, we can classify clients into three groups: win-win, lose-win, win-lose, lose-lose.
- It's a win-win when all parties involved benefit, with the performer delivering high quality work to the portfolio and the client receiving a great product;
- In a win-win scenario, the client takes a back seat to your product, while the performer channels all their creativity into the portfolio;
- The win-lose scenario is effective when the client is directly involved in the product creation process with the designer, makes constant adjustments and ignores the opinions of experts;
- Opting for a lose-lose situation is a bad choice. During the meeting, it's important to establish which tasks the client and customer will not collaborate on, such as when their ideas for the product are different or when the client's intended work requires resources that the company doesn't have. And many other options.
Two additional issues related to the brand briefing are not readily apparent.
It's important to consider it as a draft
The man is seeing your questions for the first time, some of which may never have been considered before. We revisit this draft several times to further clarify the details.
Understanding your client's identity is crucial
Designers often fail to recognise that they are not communicating with the person who makes the final decisions. And this individual is crucial to the ultimate success of the project. Ideally, it would be best to talk about the project with the person who holds the decision-making power.
3
Creating the perfect brand brief
A well-crafted brand brief can help avoid communication problems with the client and speed up the work process. However, the additional question is: how can you ensure that it becomes a benefit rather than an obstacle? There are some guidelines for writing a brief.
Information structure
The arrangement of the information present is logical. Present the necessary data coherently and clearly to avoid additional questions arising.
Limit yourself to presenting only the necessary data
A person who truly loves their project, like any salesman, can talk about it endlessly. It's essential to eliminate unnecessary details and provide only the most important information to the executor.
Pay close attention to detail
Attention to detail is fundamental to achieving success. It's important to realise that branding can lift a company like a balloon or weigh it down like an anchor. Initially, we receive brief answers to the list of questions after a discussion with the client. During the e-meeting, we ask specific questions and can schedule additional calls to explain any unclear information. When we work with a client, we follow these factors:
Establish goals and objectives precisely
The goals and objectives may be aligned, but not in the methodology. What are we trying to say? Understanding a person's motivation is crucial to setting a goal that aligns with them. This helps to understand the stages of engagement with the customer. In other words, if the customer's focus is on the financial and security aspects of the business, we should avoid discussing image and innovation with them.
Information structure
The arrangement of the information present is logical. Present the necessary data coherently and clearly to avoid additional questions arising.
Limit yourself to presenting only the necessary data
A person who truly loves their project, like any salesman, can talk about it endlessly. It's essential to eliminate unnecessary details and provide only the most important information to the executor.
Pay close attention to detail
Attention to detail is fundamental to achieving success. It's important to realise that branding can lift a company like a balloon or weigh it down like an anchor. Initially, we receive brief answers to the list of questions after a discussion with the client. During the e-meeting, we ask specific questions and can schedule additional calls to explain any unclear information. When we work with a client, we follow these factors:
- We establish the criteria as exhaustively as possible;
- We inspect them, orientations, fonts or dirt patterns;
- The criteria are used in our design process;
- We use the client's language in the presentation.
Establish goals and objectives precisely
The goals and objectives may be aligned, but not in the methodology. What are we trying to say? Understanding a person's motivation is crucial to setting a goal that aligns with them. This helps to understand the stages of engagement with the customer. In other words, if the customer's focus is on the financial and security aspects of the business, we should avoid discussing image and innovation with them.
4
FAQ
1. What is a Brand Briefing?
A Brand Briefing is a strategic document that describes the main elements and guidelines of a brand. It serves as a guide for the creation of campaigns, product development and all marketing actions involving the brand, ensuring that everyone involved in the project is aligned on its identity and objectives.
2. How important is a Brand Briefing to the success of a brand?
Brand Briefing is essential to guarantee consistency and coherence in all the brand's actions and communications. It helps direct decisions, avoid image deviations and ensure that all marketing initiatives are in line with the brand's values, mission and vision.
3. What elements should be included in a Brand Briefing?
The main elements include:
4. How can a Brand Briefing help with advertising campaigns?
It provides a solid foundation for content creators, designers and marketing teams, helping to ensure that everyone is working with the same vision and in the same direction. This contributes to more effective communication and campaigns that are more in line with the brand's objectives.
5. When is it necessary to create a Brand Briefing?
Ideally, a Brand Briefing should be developed at the very beginning of a brand's creation or when repositioning an existing brand. It can also be revised and updated whenever there are significant changes in the brand's objectives, target audience or market.
6. Who should be involved in creating a Brand Briefing?
The creation of a Brand Briefing usually involves the company's leadership, marketing team, designers, brand strategists and, in some cases, external agencies that will work on the brand's development or campaigns.
7. Can a Brand Briefing be changed over time?
Yes, the Brand Briefing should be seen as a flexible document. As the market and the brand's objectives evolve, the briefing can be adjusted to ensure that the brand continues to communicate effectively with its audience and meets new market needs.
8. What is the difference between a brand briefing and a marketing plan?
While the Brand Briefing focuses on the brand's identity and its core values, the marketing plan is more focused on the specific actions that will be taken to promote the brand, including advertising campaigns, promotions, market analysis and KPIs.
A Brand Briefing is a strategic document that describes the main elements and guidelines of a brand. It serves as a guide for the creation of campaigns, product development and all marketing actions involving the brand, ensuring that everyone involved in the project is aligned on its identity and objectives.
2. How important is a Brand Briefing to the success of a brand?
Brand Briefing is essential to guarantee consistency and coherence in all the brand's actions and communications. It helps direct decisions, avoid image deviations and ensure that all marketing initiatives are in line with the brand's values, mission and vision.
3. What elements should be included in a Brand Briefing?
The main elements include:
- Brand vision and mission;
- Values and identity;
- Target audience;
- Value proposition;
- Market positioning;
- Competition;
- Tone of voice and communication style;
- Marketing objectives and KPIs;
- Visual guidelines (colours, typography, logo, etc.).
4. How can a Brand Briefing help with advertising campaigns?
It provides a solid foundation for content creators, designers and marketing teams, helping to ensure that everyone is working with the same vision and in the same direction. This contributes to more effective communication and campaigns that are more in line with the brand's objectives.
5. When is it necessary to create a Brand Briefing?
Ideally, a Brand Briefing should be developed at the very beginning of a brand's creation or when repositioning an existing brand. It can also be revised and updated whenever there are significant changes in the brand's objectives, target audience or market.
6. Who should be involved in creating a Brand Briefing?
The creation of a Brand Briefing usually involves the company's leadership, marketing team, designers, brand strategists and, in some cases, external agencies that will work on the brand's development or campaigns.
7. Can a Brand Briefing be changed over time?
Yes, the Brand Briefing should be seen as a flexible document. As the market and the brand's objectives evolve, the briefing can be adjusted to ensure that the brand continues to communicate effectively with its audience and meets new market needs.
8. What is the difference between a brand briefing and a marketing plan?
While the Brand Briefing focuses on the brand's identity and its core values, the marketing plan is more focused on the specific actions that will be taken to promote the brand, including advertising campaigns, promotions, market analysis and KPIs.
5
Summary
The briefing marks the first commercial interaction between a client and a service provider. The company is expected to receive additional information after the brief meeting, as it is essential to ask clarifying questions and it is crucial not to forget any details in this situation. This is why the briefing should be extended. When developing a brand briefing, it's important to understand its main objective. For example, should we simply introduce a product to the market to familiarise ourselves with it, or should we already create a perception of the company? And, of course, it's important not to ignore the suggestions provided above for drawing up a brief. If you would like professional help, please contact us.
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