A marketing brief is a crucial document used in the marketing industry, serving as a bridge between the client and the creative team.
It is a brief but essential tool that helps specify the goals and expectations for a marketing campaign. In this article, we will explore what a marketing brief is, why it is so important, and how to create it effectively.
Brief – what is it?
A marketing brief (brief – short, concise, laconic, summary) – also known as an advertising brief or promotional brief – is a document that collects information in a short, essential and accessible form necessary to implement a project by an agency.
A well-written brief facilitates communication with the agency and increases the likelihood of success. On the other hand – if after the end of the tender it turns out that none of the offers responded to expectations, it may be worth re-examining the brief.
As an aside, it is worth adding that there are various types of briefs, generated in a wide range of activities offered by marketing agencies. And so a creative brief is a tool used in the agency’s internal communication. Media brief – is a document addressed to media houses, which we will have to deal with when planning a campaign in large media.However, we will focus on the “basic” marketing bluff – and what should be included in order to be effective.
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Good brief – step by step
What is to be done, for whom and for what – in a nutshell, you can define the issues that should be clearly explained by a well-written marketing brief. Going a bit more detail, your document should contain the following sections:
Description of the brand and product
Basic information about the company, brand and product. What is their position on the market? Where is the brand / form now – and where would it like to be? What are its strengths and weaknesses? Brand values, mission, strategy and culture. Developed resources (brand book, strategy, previous campaigns).
Honesty is important at this stage. Talking openly about both successes and weaknesses. And at the language level – ensuring readability and understandability. All of this will help you better understand your needs.
Market environment and competition
Remember that the agency does not necessarily have an insight into the realities of the industry in which you operate. Therefore, it is important to outline both the structure of the market (fragmented or dominated by big players?) and your position in it. What are the trends? What is the competition doing? Which of these activities do you find effective and which are not (indicate benchmarks)? What makes your brand different from others?
Goals
Specify both your company’s business goals (in the long and short term), and communication goals. If, in addition to the marketing campaign, you plan additional activities to achieve these goals (e.g. changes at the level of the pricing policy or distribution), write about it. This will allow the activities to fit into a wider spectrum.
When planning a campaign, identify goals and key success factors (KPIs). It also speaks of immeasurable goals, such as increasing brand awareness, brand distinction, reaching a new target group, changing positioning, communicating a new offer or promotion.
Target group
The more precise the target group description, the easier it is to build a message that will reach it and plan effective actions in all touch points. Describe the sociodemographic structure of the target game (women vs men, age, place of residence, earnings), consumption habits, preferences, values. How do they relate to your brand? What are their needs and expectations? Everything that can matter.
Tasks for the Agency
Define what the agency’s task is. Is it planning a multi-stage campaign, permanent marketing support or a one-time order? Specify the background of the project. Why do you want to do it – and why now?
Budget
This is especially so important information in terms of the selection of appropriate tools and planning of effective activities – therefore it is worth estimating, for example, the “range” in which we will move. Mark what is included in the overall budget (media purchase, creation, production, support for promotional activities, etc.).
Deadlines
Define the time frame in which the activities will be carried out. This will allow a detailed schedule to be drawn up. As the saying goes, time is money: a short deadline can, for example, force the hiring of a larger team to implement a project.
Specify in detail the deadlines applicable in cooperation with the agency (briefing, debriefing, presentation, etc.).
Additional materials:
If you have materials that can be helpful in the process – such as research results, reports, competition analysis, brand strategy, graphic materials, etc. – be sure to include them in the brief.
What does a good brief look like?
There is no one perfect template for a brief. If only because the employer branding brief will look a bit different than the social media channels. Hence, agencies often have several templates for briefs to support principals in addressing all issues.
Of course, sometimes it’s best to just see an example. Therefore, you can download an advertising brief for a marketing campaign, which we successfully use at the Neon Shake agency.
Common Mistakes in Creating a Marketing Brief
When creating a marketing brief, there are several common mistakes that should be avoided. Here is a brief breakdown of each of these errors:
- Lack of Clarity and Precision in the Message: A common mistake is when the marketing brief is not clear and precise. Unclear guidelines can lead to misunderstandings and misinterpretations, making it difficult for the creative team to deliver the expected results. Therefore, it is important for the message in the brief to be clear, understandable, and unambiguous.
- Undefined Target Audience: Another common mistake is failing to define the target audience accurately. If it’s not clear who the marketing campaign is aimed at, it will be challenging to effectively reach the right audience. Therefore, it’s important to define the target audience in terms of demographics, preferences, and behaviors to tailor the message to specific needs and expectations.
- Insufficient Consideration of Competitors: Ignoring competitors is a significant mistake. Analyzing the competition allows for a better understanding of the market and differentiating your brand. Understanding competitors’ strategies, messages, and communication channels provides an opportunity to develop a more effective and unique marketing campaign.
- Lack of Specific Key Performance Indicators (KPIs): Identifying expected outcomes and key performance indicators is crucial for assessing the effectiveness of a marketing campaign. Without specific goals, it will be difficult to evaluate achievements and adjust the strategy during the campaign. In the marketing brief, it’s essential to clearly specify expected results, such as sales growth, brand awareness, or conversion rates.
- Unclear Technical Guidelines: When a marketing brief lacks precise technical guidelines, it can lead to misunderstandings and difficulties in campaign execution. Examples of such guidelines include file formats, ad sizes, or detailed information about websites. Clear technical guidelines facilitate the work of the creative team and minimize the risk of errors.
It’s important to consciously avoid these mistakes and provide the most comprehensive marketing brief possible. Only then will it be an effective tool for the creative team, enabling the successful execution of a marketing campaign.
Brief is the basis!
It is worth writing briefs – even for small projects. This greatly facilitates communication between the client and the agency. But it is also worth discussing briefs. Therefore, after each briefing, there should be a debriefing – discussing the brief and answering any questions from the agency. This will make sure that the brief has been correctly understood and that further actions on the part of the agency can be started. With a brief at hand!
FAQ – Frequently Asked Questions About the Marketing Brief
How long should a marketing brief be?
A marketing brief should be concise and clear. Typically, it ranges from one to two pages.
Is a marketing brief necessary?
Yes, a marketing brief is incredibly important. It helps prevent misunderstandings and focuses the creative team on delivering the expected results.
Can a marketing brief be modified during a campaign?
Yes, a marketing brief can be modified during a campaign if there are changes in objectives, strategies, or other significant factors.
Is a marketing brief only used by marketing agencies?
No, a marketing brief can be used by both marketing agencies and internal teams within companies.
What information should be included in a marketing brief?
A marketing brief should include information about objectives, target audience, messaging, preferred communication channels, budget, timeline, and other essential aspects of the campaign.
