How to write a client brief

“A client brief is the most sacred of all sacred ad documents.”- Will Burns, Ideaside 

A client brief is the foundation of any campaign, mostly creative campaigns. A poor client brief leads to disastrous results in business but if you want a stable, strong and healthy business relationship then you need an effective client brief. Let’s chalk out your game plan.

• Brand Statement: Describing your brand is the first step to writing a client brief. Explain your vision, mission, operations, aims and goals to the agency. Articulating all this and the tone of your brand will help the agency creatives to analyze your business and create suitable strategies.

• A Brief Overview: Define your objectives and challenges precisely. Give a detailed background for the campaign so that the agency can resolve your challenges. If you want your desired results to be delivered the agency needs to have a clear-cut understanding of the objective of the campaign.

• Specify Your Target Audience: Being aware of your target audience is “Business Basics 101”. Before coming up with any strategies you need to describe your target audience and their needs and wants.

• Chief Competitors: Map out your competition, all the businesses targeting the same audience as you in your niche. This will help you decipher their strategies, keep a tab on their campaigns and learn from their failures.

• Budget:  This is the most crucial part of your brief, discussing the budget allocated for the campaign will help the agency keep tabs on the resources. This will ensure you don’t overspend.

• The Ultimate Briefing: Sharing your brief with the agency and the teams you will be working with, discussing it with them and clearing their doubts after getting feedback is essential for a successful campaign. Also, communicating the channels on which your campaign will run as well as the market positioning will go a long way.