In order to get the best out of your agency, the more information you can supply, the better. It makes the agency more effective and the relationship stronger.
A concise and clear brief can easily be created by providing (where possible) the following information:
Any background information that is of interest? A description of the business area, mission, market positioning, marketing objectives, aims and objectives, fascinating facts. What is the competitive frame and are they direct or indirect? How is the competition positioned/different?
What is it that you are selling?
What is it that your customer is buying?
Describe the item to be designed in simple terms (e.g. an exhibition stand, an invitation, mailer, sales brochure, annual report, etc). Is it part of a campaign, if so what elements are required? What is the background to it? Why do you want to commission this work? Is there any support to back up the main message i.e. Advertising, PR, Direct Mail?
Describe in terms of shapes, sizes, how many colours, number to be produced, technical constraints (mandatory logos, addresses, legals, etc). Are there any size restrictions that we should know about?
Include the key proposition (What is the general message?), a copy brief or draft and visual mandatories, and a clear definition of the brand being supported by the communication, e.g. To persuade the target audience that …in no more than one sentence.
Describe the ultimate target audience for the design. Who are they? Where are they? Are they a segment of your audience – if so, tell us about them? Try to give more than just socio-economic groups.
Describe how the target audience comes into contact with the piece (e.g. presented in person, received through the post, seen when visiting a prospect). What do we want them to do as a result of receiving/seeing this?
Describe the tone and manner of the communication.
What is being measured, how and when? What is considered a success?
Any other relevant information to assist the designer.
Total project budget, cost per item and any budgetary constraints.
When is the first visual needed for? Are there any key dates that we should know about? What is the approvals process?
Who is or who are the main point of contacts on this project? i.e. primary/secondary. Provide relevant details if not already known.