Why? Because it means that thought has been given to all the elements involved before the job is started, which means that everyone involved understands the ultimate objective of the piece of work, and the elements required to help meet that objective successfully.
That in turn saves time, money and frustration.
Sometimes though, it can seem like it’s too much effort, or the ‘job’ isn’t worth spending the time. And we can be as guilty as the next person, taking instructions on the fly and getting on with the ‘doing’. Oftentimes this works out but is the result as effective as it could have been if a more strategic approach was taken.
It’s a discipline to prepare a brief. However, there are key questions to be asked that can be established in a template so that you capture the essentials:
- What is the task
- What are the objectives
- Who is the target audience, what do you know about them
- What is the single or unique minded proposition
- What is the appropriate tone to be taken
- What are the mechanical elements that need to be adhered to / included
- What’s the timing
- What’s the budget
We're ready to take your next brief...
Written by Dale Cowie