How to Brief your Agency the right way

We’re at a game-changing moment in the marketing world — armed with more tools than ever to connect and measure our moves. But what if we told you that none of this would matter if the backbone of it all — the brief — is as clear as a foggy morning? It might sound like a plot twist, but the truth is, no matter how impressive our marketing artillery has become, it all hinges on the almighty brief.

Think of it as a roadmap for creative ideas, connecting marketers and agencies. It defines project goals and directs tasks, particularly vital in the unpredictable realm of creativity. In a nutshell — a brief is all about giving the agency the right information so they can come up with the best solution. However, more often than not, what’s briefed lacks direction and clarity, which inevitably can lead to a cascade of challenges for the agency.

We, as a creative agency, have experienced a lot of drawbacks due to unclear and miscommunicated briefs, hence we’ve decided to create a guide for anyone seeking to improve their briefing skills to achieve greater effectiveness and impact. Continue reading to discover more.

Begin with the strategy

We’ve seen this many times — clients often like to busy themselves with tactics, rather than concentrating on crafting a well-defined strategy. Imagine strategy as the battle plan, while tactics serve as the tools that put that plan into action. If you fail to execute and communicate your strategy properly, the chances of failure on the battlefield increase. Here’s one piece of advice by Professor Michael Porter — “The

essence of strategy is what we are not going to do.” You read that right. Well-run brands are selective and selfish in their choices. That guarantees them a competitive edge and focused direction. But be careful in your desire to be different and take risks. Thinking outside the box is a double-edged sword. Want to know why? Learn more by delving into our article on this matter.

Focus on the “Who”

Your audience is at the heart of everything you do. So, when briefing your agency, make sure you pay big attention to defining your target audience. Please, spare mentioning demographic cliches like “millennials” or “baby boomers”. Rather, use data to provide a detailed portrait of your ideal target: who they are, what their preferences, behaviors, and pain points are. Providing your agency with detailed audience personas enables them to tailor their creative efforts effectively. The more insights you share, the better your agency can create content that resonates deeply, resulting in higher engagement and conversion rates.

Don’t forget the objectives

Once you’ve identified your target persona, consider, “What impression do you want your brand to leave in their mind?”. Center your attention on the unique features that make your brand special and the message you want it to convey. Remember, three carefully chosen words can often pack more punch than a lengthy explanation.

But how are you going to win with this target? This is where the impact of precisely defined objectives comes into play. Remember to keep it tight. Listing too many objectives might lead to none of them effectively working. Are you seeking to raise awareness of your brand? To encourage a preference? To visit your website? To inspire repeat purchases? Take a close look at the various stages in the consumer’s interaction with the brand and concentrate on the critical few elements that will shift the advantage in your favour.

Build a strong backbone

Think of these three elements — objectives, target audience, and budget — as the backbone of your plan. They work together to set the boundaries of what can and can’t be done. The goals you set shape the resources you have. The resources you have determine how many people you can reach, and that group of people should be able to help you achieve your goals without going overboard. You see how much it is connected? If you change one of those elements, the others need to be adjusted as well. One piece of advice — don’t try to target everyone, because not everyone will interact with your product. Your audience should be sufficient in size to meet the goals you’ve set.

Make an impactful briefing

We want to touch base on a crucial, yet very overlooked aspect of the brief — the briefing itself. Once your document is ready, don’t just send it over email and expect that the agency will figure it out on their own. That’s hardly the case.

If you truly want to leave a mark, take the time to review the brief with the agency. Ensure that you present the problem or opportunity in a succinct and captivating manner. A good idea is for this to turn into a discussion and entrust the expertise to them. By making a creative briefing, you inspire the agency to dive into the project with enthusiasm and think outside the box.

Now it’s your turn

And voilà! You’ve now got a concise guide to help you create killer briefs. Our hope is that we’ve ignited a spark within you to revolutionize the way you convey your information. If you’re up for the challenge, take that leap of creativity and set the stage for a more impactful and effective collaboration with your agency. Remember, a well-crafted brief isn’t just a piece of paper; it’s the cornerstone of a successful project. If you find yourself in need of some assistance along the way or craving additional insights on perfecting your briefing skills, don’t hesitate to reach out to us. We are here to help you strive.