We recently had the pleasure of working with a new client, David, who’s mandate was to ignore the much hyped “recession” and create a plan for repositioning his business for growth. David knows tough times always present opportunities. David had so many ideas and enthusiasm that it was a challenge to harness the practical aspects of his vision. As is often true of the entrepreneurial marketer, his vision was just a bit light on detail. As projects started to come through to our studio it was clear that David had no experience or interest in providing any sort of project/design brief.
Establishing clear boundaries can enhance creativity by providing a structured framework that encourages the exploration of solutions, within set parameters.
The framework for a good brief:
1. Clarity.
A design brief acts as a map even when the road gets bumpy.
2. Efficiency.
In today’s competitive environment where every dollar counts, a clear brief streamlines the creative process, establishes approval loops, minimises costly iterations and ultimately delivers on exactly what the client wants.
3. Alignment.
When navigating subjective, often differing opinions, a brief focusses stakeholders on a common goal, facilitating collaboration and innovation.
4. Surety.
With parameters clearly outlined, a design brief serves as a safeguard against mis-steps, ensuring resources are allocated wisely for impactful outcomes.
5. Risk.
By addressing potential obstacles upfront, a robust brief empowers teams to navigate uncertainties with confidence, preserving budgetary integrity and enhancing outcomes.
After some coaching David started to understand that a brief was a necessity for efficiency, and ultimately a project’s success. He soon started to embrace the power of clarity and accuracy that a well written brief provides.
For someone who understands the value of a dollar, David could now see how he had not derived the most value from his design partners in the past.
As a creative agency, a good brief allows us to be more creative, productive and efficient – and ultimately deliver better value.
For anyone wary of the briefing process, it’s important to remember: A good brief is a recipe for success.
If you would like a copy of our briefing form, send us a message.
