Client brief homework
1. The first reason as to why clients write briefs is because it leads to better and more measurable work. This because the brief allows everything else to flow well, meaning that all work can be completed well and up to standard. Without a brief there is essentially no form of guidance as to what needs to be done at each stage. Furthermore, the client brief can also be considered a platform for a communications campaign.
2. The second reason to why client briefs are important is because it saves time and money. This is because it takes longer to find a solution to certain situations without direct instructions on how to do so, this will mean there is a delay on when this solution can be found. A written brief also ensures that there is more chance of getting it right first time, and it minimises wastefulness.
3. The final reason is because of fairer remuneration. One of the criticisms that people face when marketing from their colleagues in finance and in the boardroom in general is that they are not taking enough responsibility for the large amounts of money they spend. For this reason, it is useful to have a brief in place to help control this.
Principles behind a good brief:
The first principle behind a good brief is to ensure that it is written and not verbally spoken. This is because it forces the client to consider the request, as the discipline of it can make them feel inclined to follow it. A written brief is also vital when ensuring the "buy-in" of other key people in your company.
Clarity of thinking
A good brief is not the longest or most detailed, its the one that creates a platform for a strategic leap, a consumer insight and an effective solution. Briefs are called "Briefs" because they're meant to be brief (basic and simple). They also summarise your thinking and attach relevant supporting information as appendices.
Clearly defined objectives
You need to start by making sure that your objectives are very clear. Use concrete business objectives rather than the vague terms such as 'To improve brand image'. If the objective is to improve brand image then it would be good to go further. Explain the desired improvement that you want to achieve EG from what to what? What will it do for your business?
What elements should a good brief contain?
1. Project management:
You should ensure that the simple facts of the project are shown. This will vary according to the internal systems, but there are common bits of information that need including EG:
Date, project name, project type, purchase order, brand name, company.
2. Where are we now?
This is about describing the current position of the brand. For example, its background and the key issues it faces, defines the start point for the journey in which communications will take the brand.
2. The second reason to why client briefs are important is because it saves time and money. This is because it takes longer to find a solution to certain situations without direct instructions on how to do so, this will mean there is a delay on when this solution can be found. A written brief also ensures that there is more chance of getting it right first time, and it minimises wastefulness.
3. The final reason is because of fairer remuneration. One of the criticisms that people face when marketing from their colleagues in finance and in the boardroom in general is that they are not taking enough responsibility for the large amounts of money they spend. For this reason, it is useful to have a brief in place to help control this.
Principles behind a good brief:
The first principle behind a good brief is to ensure that it is written and not verbally spoken. This is because it forces the client to consider the request, as the discipline of it can make them feel inclined to follow it. A written brief is also vital when ensuring the "buy-in" of other key people in your company.
Clarity of thinking
A good brief is not the longest or most detailed, its the one that creates a platform for a strategic leap, a consumer insight and an effective solution. Briefs are called "Briefs" because they're meant to be brief (basic and simple). They also summarise your thinking and attach relevant supporting information as appendices.
Clearly defined objectives
You need to start by making sure that your objectives are very clear. Use concrete business objectives rather than the vague terms such as 'To improve brand image'. If the objective is to improve brand image then it would be good to go further. Explain the desired improvement that you want to achieve EG from what to what? What will it do for your business?
What elements should a good brief contain?
1. Project management:
You should ensure that the simple facts of the project are shown. This will vary according to the internal systems, but there are common bits of information that need including EG:
Date, project name, project type, purchase order, brand name, company.
2. Where are we now?
This is about describing the current position of the brand. For example, its background and the key issues it faces, defines the start point for the journey in which communications will take the brand.
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