10 tips for a perfect brief

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Writing a brief is a tedious exercise for advertisers, although you can be guided using the brief generator in Marketing and Communication designed by the We Are COM team. Because yes, the brief remains essential: it helps to clarify expectations and avoid misunderstandings before any collaboration with a service provider. During a consultation or a competition, the brief is the only document that links the advertiser to the agencies solicited. It is an essential line of thought and must be clear and precise.

Tip # 1 - Talk about your brand

It is important to tell the story of the brand (in a few lines), its origin including the date of creation, the product launch, the economic situation as well as the key figures of the company. Also educate about values, DNA and identity. Specify the history of communication and its evolution so that agencies understand your strategy and can have all the cards in hand to make a relevant proposal. Do not forget to specify why you are looking for a new agency or want to challenge your current provider.

Tip # 2 - Position your brand vis-à-vis its competitors

It will be interesting to integrate a competitive intelligence into your brief, bringing together your main competitors, their products, their positioning, their lines of communication by indicating where you stand in relation to them and / or you want to arrive thanks to your next communication.

Tip # 3 - Specify your communication goals

As for the communication objectives, they correspond to the perception or the action sought with respect to the target, they can be cognitive : to let people know, which corresponds to an objective of notoriety, affective : to make people like, improve the image of the brand or conatives : to act, to encourage the consumer to buy.

Tip # 4 - Identify your targets

Specifying the core target that you want to reach is essential in order to direct communication. It is essential to separate the primary target, the core target and the secondary target. The more details there are, the more the agencies will be able to visualize the desired target: indicate the age, gender, socio-professional category, values, aspirations, consumption habits… Literally describe your ideal target audience.

Tip # 5 - Establish the desired perception

The target audience's perception of the brand is important. the positioning consists in making a brand emerge among its competitors by giving it a very specific place in the minds of consumers, for example. A positioning must be:

  • Attractive
  • Credible
  • Original
  • Simple

Tip # 6 - Specify your deliverables

Are the agencies free in their recommendation or do you expect specific elements from them? Are you rather looking for advice or are you already certain of the expected deliverables?

You should explain your need.

Tip # 7 - Indicate your constraints

The constraints for a communication can be diverse: respect of the graphic charter, respect of the regulations, of the partners, etc. It is important to share your constraints with the agencies consulted because they will have to take them into account but without limiting their creation. Do not be too restrictive, the more the guidelines are drawn the more difficult it will be to explore new territories and find new ideas!

Tip # 8 - Give a budget

You can either give a price range or a maximum budget that the agencies should not exceed. It is imperative to be relevant regarding the budget: it must be realistic, this is an essential aspect of the brief. If necessary, Feat'R provides you with a free online tool right here in order to estimate the average cost to be expected for a given service.

Tip # 9 - Define the stages of the competition

Making a schedule with the different stages allows the competing agencies to know the program for the next few weeks: sending of the brief, discussion on the brief, limit for sending recommendations, defenses, response to the call for tenders. It is necessary to organize this schedule from the start and to give reasonable deadlines.

Tip # 10 - Inform about the selection criteria

It is important to indicate from the brief on what the agencies will be evaluated: creativity, disruption, message to the target ... After the defenses, the advertiser will have to compare the agencies' proposals according to a grid of criteria that is specific to him . This can be shared transparently.

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