The brief is an instruction and description of the information needed to carry out a project or work. It is a written summary in which the essential elements for the realisation of a project are listed, such as objectives, strategies and constraints. The basis for the realisation of a new project is the quality of the brief.

Good preparation for a successful brief

For a brief to be successful, it must be effective. This effectiveness should include the following characteristics: coherent, fluid, thoughtful, structured, clear and understandable. There must be a connection between the project objectives, the requirements identified and the actions to be taken.

This requires good preparation before starting to write. Preparation is done by identifying the project. You need to determine the boundaries of the project, i.e. everything that is and is not part of it. You should also define the risks and difficulties in advance, and compare the constraints with the objectives.

Steps to follow for a successful brief

To avoid misunderstandings and confusion before working with the creative, the client should brief the creative. The creative is a specialist who is indispensable to the realisation of the project. The creative can be an agency such as PinkhyEvents, which is a French-speaking Spanish influencer agency, a freelancer, or others. The donor is the client.

Here are some tips for a successful brief:

Presentation of the company and the project

To give employees more information, you should talk about the company, its positioning, its sector of activity and its specificities. Then talk about your project, give it a precise and clear title. Answer these questions: "What is the project about?" "Is it for an advertisement or a brand launch? Briefly explain the answers in a few sentences.

Setting objectives 

This information must be included in the document.

• The objective can be cognitive: for information, to make something known, to consolidate the notoriety of a brand.
• It can be affective: an incentive to like a brand, to promote the figure of a brand.
• The objective can also be conative, i.e. to encourage consumers to buy a product and increase the sales area.

Highlighting the details of the offer

In the brief, the description of the product or service must be present. What are the specificities of the product? How does it work? What are the manufacturing processes? What are the benefits of the product or service? This description enables the service providers to achieve a beneficial exposure of the product or service.

Identification of targets 

Who is the marketing message aimed at? The target audience must be anticipated. Specify the categories of the target audience: gender, age, professional or marital status, needs, type of consumption, etc. A detailed description should be provided.

Competitive review

It is in this stage that you will realise your strengths and weaknesses. Your competitors will serve as a reference. What is your position in relation to them? Where will your position be in relation to your competitors after the project is completed?

Indication of constraints

Constraints must be taken into account so that the project can be adapted to it. Constraints can take several forms: respect for colour codes, respect for a language register to be used, prohibition on using a particular phrase, etc. The service providers must be informed of these constraints.