Whether a business is looking for an extensive marketing campaign, an advertisement, catalogue or company brochure, one of the keys to a successful project is a precise client brief. The client brief is an invaluable document containing information and critical details that creative professionals draw upon as the basis for developing and completing the project.
It follows on from the initial in-person briefing, where the client outlines their goals for the project and discusses their ideas with the designers. The purpose is to align on a plan of action focused sharply on achieving the client’s targets, and to understand and define any challenges that may emerge.
The strongest brief answers first three basic questions: what is the message, who is the target audience and what do we want them to do? It should explain how their business works, what makes it different from the competition, how it makes money. It should also contain their understanding of their customers and their market, and state the Key Performance Indicators (for example, increase in new customer acquisition, or increase in turnover) that they want to achieve. This information will inform the designers and allow them to develop a more thorough and precise design brief that they can work from.
Below we have summarized five key pieces of information we find most useful as designers in a client brief in aiding us to understand the problem clearly, create a design brief that address the problem, and implement a successful solution that works:
By working through and thinking about these important aspects of the project and your business, you’ll produce a thorough and effective brief that will be a great aid to your designers and help them ensure the project delivers the results you’re looking for.