How to brief
You probably often ask yourself how to prepare a brief as accurately and effectively as possible so that both sides agree and the result is simply perfect and brings the expected measurable results.
We're going to disappoint you. There is no such thing as an ideal brief, but there are at least 15 points that will help both sides find the best solution.
Think of them as a form of guidance, not dogma. Every product and brand has its own specifics, and these must be taken into account. Your additional comments and information are always welcome. The aim of this cheat sheet is to make us think about the final result and its impact on your business. We want to be your partners!
1. WHY
- Launch of a new product / outdated design / marketing concept / competition has something extra, has more outlets, the boss wants it, new project, start-up, new outlet, reason why we are starting...
2. WHO
- Who is the TARGET MARKET/GROUP – focus on current/new customers, passers-by, specific target group, segment – which one?
- Age/financial/demographic criteria of the ideal buyer
3. WHERE
- TYPE OF ESTABLISHMENT or location – individual, network, linked to another brand in the portfolio, market in the Czech Republic or abroad, specific destination, geographical, cultural or production differences...
4. GOAL
- Who are we actually doing this for, what should the results be?
- Sales / image / event notifications / notifications of new points of sale
- Increased sales / improved product image / brand building or higher brand penetration / new product or service
5. WHAT
- What goods will be sold/displayed, in what quantity, how will the goods be collected?
- How are orders placed, what is the service system, what are the specifics of the product or service?
6. EXTERIOR/INTERIOR
- Division according to location (outdoor x indoor x combination), old x modern buildings, shopping centers x retail parks, restaurants
7. DURATION
- Division according to duration – short-term x long-term
- How long do you want to operate at the location?
8. LOCATION
- Classification by method of use – self-service vs. person-dependent service
- Pay attention to safety standards, legal requirements for electrical equipment, and the client's regulations, etc.
9. TECHNICAL SPECIFICATIONS AND RESTRICTIONS
- Dimensions, restrictions
- Corporate identity/brand,
- Range of products, color specifications,
- Lighting requirements, material processing, interchangeable graphics, security, theft protection, etc.
- Product samples and their placement
- Technology, digital signage, connection to e-commerce
10. DISTRIBUTION
- Packaging, delivery by the client, by the customer or warehouse, refurbishment, maintenance, recycling, where goods are delivered, where they are stored, access to the premises – complete logistics
11. HOW MUCH
- Number of premises/stands and subsequent schedule for gradual deployment/delivery, etc.
- Preliminary budget for design/implementation/logistics
12. WHEN WILL IT BE READY – MINIMUM TIME REQUIREMENTS
- Design – 2-3 weeks – approx. 2-3 directions – sketches/3D, followed by selection of the most suitable solution
- Final design – 3-4 weeks – more complex units in 3D
- Component sample(s) – 4 weeks – depends on the complexity of development
- Production/implementation according to design and order
13. EVALUATION (BY THE CUSTOMER)
- Evaluation criteria
- What output do you expect (sketches, 2D, 3D visuals, proofs, fitting into a photo of the premises, electronic form, etc.)
- Sketching fee
- Requirements that everyone must meet in order to be evaluated objectively
- What are the offers beyond the scope
- Determining weights for selection
14. SUPPORTING DOCUMENTATION
It is necessary to provide logos, photos of goods, product samples (if applicable), company colors, and all relevant documentation and information about other campaigns. Graphic templates, for example, related campaigns, audiovisual content, previews of visuals related to brand communication, videos, etc.
15. COOPERATION
In the case of cooperation between multiple parties, it is necessary that the brief be agreed upon by all parties and that all parties act together when evaluating it. We want to be your partners!
= EVERYONE AT ONE TABLE!!!
Each party should have a team of people who can evaluate the assignment and accept the output as the result.