Practical Guide to Making a Good Briefing
Posted: Thu Jan 30, 2025 5:29 am
What is a briefing?
Briefing is a written document. “Brief” means brief in the English language, so the written document should be like this: brief, concise, clear and summarized.
And that is what it is all about, making a crypto email list summary about the development, planning, measurement , etc., of a project, marketing action, strategy, product or service.
The briefing allows two or more people to have access to the information that an interlocutor wants to convey clearly and objectively.
For digital marketers, a briefing should contain all the data that the client provides to an agency so that it can develop a good job according to their expectations.
To put it in an example, the briefing is an architect's plan. It is where the architect will be guided to make a building according to the client's expectations.
A well-done briefing should answer the following questions:
What do I want to do?
For what purpose?
As?
When am I going to release it?
Why am I doing this?
How much does it cost?
What is the ROI ?
In short, a complete briefing should have the following information:
Details about the customer's product.
What is the current scenario where the client acts?
What is the profile of your consumer?
What are the company's objectives?
What are the client's goals?
However, there are more specialized briefings that are used for various purposes.
So to achieve these marketing objectives, why not venture into creating a briefing?
Although it often goes unnoticed, the briefing is about having everything clear , designing from something that is captured and written on paper. This way you will not deviate from your objectives.
It is the model that guides you on the steps to follow so that your strategies are successful.
On the other hand, it is known that good communication and interaction with the client is extremely important to achieve positive results in a Marketing strategy.
When a brand-customer relationship is not satisfactory, the cycle closes, which nobody wants.
Therefore, this is the type of thing that you should be especially careful with in a briefing, since this key document will aim to understand what difficulties your client is facing at that moment and what they intend with the services that your company has to offer them.
With a briefing, in a nutshell, you will have the power of knowledge. Let's learn more about this below.
Types of briefing
Brief
Every brief and concise document has a purpose. Let's see what the purposes of each type of brief would be below.
Advertising briefing
Its main purpose is to convey the necessary and essential data of a campaign : sales proposition, communication tone, brand personality, etc.
It is used almost daily between an agency and its relationship with the client brand or company.
There may also be a situation where the agency carries out a “counter-briefing”, since the information is expanded or supplemented with other important data. Remember that the agency is the one that knows about Marketing.
Creative briefing
As I mentioned in the introduction, this type of briefing is specifically aimed at creatives.
By creative I mean the designer, responsible for meeting the client's graphic and design expectations.
By summarizing the information, you will get an idea of how to accomplish the goal.
Marketing Briefing
For general direction or guidance for the Marketing team , this concise document will provide details on the marketing action or project that is being implemented or is soon to be launched.
Business Briefing
Its purpose is to provide a summary focused on those details about the actions or business projects that are intended to be launched or implemented in the near future.
Briefing is a written document. “Brief” means brief in the English language, so the written document should be like this: brief, concise, clear and summarized.
And that is what it is all about, making a crypto email list summary about the development, planning, measurement , etc., of a project, marketing action, strategy, product or service.
The briefing allows two or more people to have access to the information that an interlocutor wants to convey clearly and objectively.
For digital marketers, a briefing should contain all the data that the client provides to an agency so that it can develop a good job according to their expectations.
To put it in an example, the briefing is an architect's plan. It is where the architect will be guided to make a building according to the client's expectations.
A well-done briefing should answer the following questions:
What do I want to do?
For what purpose?
As?
When am I going to release it?
Why am I doing this?
How much does it cost?
What is the ROI ?
In short, a complete briefing should have the following information:
Details about the customer's product.
What is the current scenario where the client acts?
What is the profile of your consumer?
What are the company's objectives?
What are the client's goals?
However, there are more specialized briefings that are used for various purposes.
So to achieve these marketing objectives, why not venture into creating a briefing?
Although it often goes unnoticed, the briefing is about having everything clear , designing from something that is captured and written on paper. This way you will not deviate from your objectives.
It is the model that guides you on the steps to follow so that your strategies are successful.
On the other hand, it is known that good communication and interaction with the client is extremely important to achieve positive results in a Marketing strategy.
When a brand-customer relationship is not satisfactory, the cycle closes, which nobody wants.
Therefore, this is the type of thing that you should be especially careful with in a briefing, since this key document will aim to understand what difficulties your client is facing at that moment and what they intend with the services that your company has to offer them.
With a briefing, in a nutshell, you will have the power of knowledge. Let's learn more about this below.
Types of briefing
Brief
Every brief and concise document has a purpose. Let's see what the purposes of each type of brief would be below.
Advertising briefing
Its main purpose is to convey the necessary and essential data of a campaign : sales proposition, communication tone, brand personality, etc.
It is used almost daily between an agency and its relationship with the client brand or company.
There may also be a situation where the agency carries out a “counter-briefing”, since the information is expanded or supplemented with other important data. Remember that the agency is the one that knows about Marketing.
Creative briefing
As I mentioned in the introduction, this type of briefing is specifically aimed at creatives.
By creative I mean the designer, responsible for meeting the client's graphic and design expectations.
By summarizing the information, you will get an idea of how to accomplish the goal.
Marketing Briefing
For general direction or guidance for the Marketing team , this concise document will provide details on the marketing action or project that is being implemented or is soon to be launched.
Business Briefing
Its purpose is to provide a summary focused on those details about the actions or business projects that are intended to be launched or implemented in the near future.