A brief It is a personalized and brief document that gathers and organizes the information about a project, product or service to plan the path towards the realization of a specific objective.
Any type of project requires planning, establishing goals, objectives and recognizing which resources you have and which you don’t. In marketing, all this information must be collected and systematized, in such a way that it sets the course for decision-making when executing said planning. This is how a good brief takes center stage
To know more about this tool, in this article I will tell you what is a briefthe types that exist and how to make one to use in your business.
What is brief?
Translated into Spanish, the words brief either briefing take on different meanings. The brief can mean instructions, report, brief or short. All denominations fit with the characteristics by which a product is defined. briefing.
The brief is a communication tool used between marketing providers and companies or ventures. This document is characterized by being a personalized and brief report.
Also, the brief gathers and organizes information about a project, product or service. It establishes specific goals, expectations, what the company is looking for, for what purpose, through what means, stipulated deadlines, etc.
With the help of a questionnaire it is possible to obtain important data about the brand, the product and its market, essential information about the brief.
What is the use of brief?
The brief serves as a starting point and guide, since due to its descriptive and instructive quality, it not only allows planning the path towards the realization of an objective, but is also considered the first step of the project: this is where the ideas are made explicit in paper.
who read the briefing you will find all the information of the client and the project. The more detailed and relevant the data, the easier it will be to draw up strategies to materialize the stipulated goals.
The brief speeds up the work plan and allows a better result to be obtained that is closer to the client’s expectations or to the
Types brief
The brief It is commonly used in the advertising and communication fields, but it is not exclusive to these sectors. It also applies to other areas where it is necessary to document what the client wants to carry out a project.
For example, in the area of ​​construction, a brief It would serve for the architect to know the objectives of the person who hires him and the budget he has. If the goal is to build a house, the brief You must detail the number of rooms, dimensions, type of material, budget, etc.
In this sense, the main types brief are:
Brief advertising
It provides brand information and defines, among other things, the objectives to be achieved with the advertising campaign, the target and the budget. From this report, the work team will plan the strategies that achieve the success of the project.
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Brief of design
Design is a discipline that focuses on problem solving. Therefore, this type of brief collects detailed information on the business problem to be solved.
Brief of marketing
Lets build the . It serves to communicate the values ​​that your products and services represent. This document is prepared as a cover letter that brands deliver to their clients.
Brief of business
Like the previous ones, the brief of business is used to present concrete ideas, in this case, focused on objectives, budget, financing, etc. Its purpose is to demonstrate the potential of the project to attract and .
elements of a good briefing
Behind every successful venture there is a good briefing. The elements that must contain brief of your project are:
- Introduction
- General objective
- target
- Work description
- key benefit
- Budget
We explain each of them below.
Introduction
Here is the presentation of the enterprise. It is a brief but concise description of the origin, background and context of the brand.
General objective
Defining what you want to achieve with the campaign or action that is being considered is the heart of the brief. Simplicity is the key to lens development. You must specify what expectations the brand has about the project: what do you want to solve? Do you want to change or reinforce the image? Do you want to position a new product in the market?
target
The public to which the project is directed must be defined. Both demographic data, age or gender, as well as consumption characteristics (habits, behaviors) are important to know what kind of people you want to reach.
Work description
Each relevant step is listed and described so that the team knows which strategy to apply. Some questions that you have to answer in the description are: what is needed for the development of the project?, what functions?, what are the materials to be delivered?, etc.
key benefit
What do you want to convey with the project? What is the value characteristic, phrase that you want to transmit and position in the mind of the public?
Budget
It is essential to be specific in the costs, so that the client or brand knows how much budget they will need so that the work can be completed.
Term
It is crucial to establish times according to the production process. However, if it is necessary to make an adjustment and shorten them, it is necessary to specify what the fixed and variable costs could be.
conclusion
We hope that this article has cleared your doubts about the elaboration of a brief.
Finally, we recommend that you take these tips into account if you are about to invest in your own business. Plan, set goals, define your resources and show the world what you are capable of doing with Tiendanube, so we invite you to try the platform for 30 days for free. 🚀
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