How to write a watertight marketing brief
Posted: Thu Dec 26, 2024 6:47 am
Briefing external suppliers who will be creating marketing for your business is rarely straightforward. All too often instructions get lost in translation and, in our increasingly digital world, it can be difficult to make 100% certain that you and your supplier are on the same page. This usually results in a long process of rectifying changes and sending back work for editing.
This isn’t just time-consuming (and very tricky when you’re working towards a deadline) it can also create bad feeling between you and your chosen supplier. This is just one reason why getting your marketing brief spot on and absolutely shipshape is so important. If you want more successful projects and a faster-turnaround of projects here are 9 tips to help you write the perfect marketing brief…
1. Make your introductions
It may seem extraneous to the task at hand, but ensuring your rcs database supplier knows who they are creating work for is crucial. If a supplier isn’t clear on the brand, their ethos, what they do, their brand guidelines and their corporate identity, it is next-to-impossible to create pitch-perfect work.
The feel could be too formal or too colloquial, representations of products and services may be vague or even incorrect, so take time to familiarise your supplier with your brand thoroughly before you do anything else.
2. Clarify your goals
It’s quite common for businesses to commission work without sharing the “whys” and “wherefores” with their supplier. If your provider doesn’t know the strategy behind the work they are undertaking, how can they possibly ensure that the work they produce achieves the effect you are looking for?
It may be time consuming to share overall strategy in a marketing brief, but the more information suppliers have and the better they understand their role in your plan, the more effective the finished product will be.
This isn’t just time-consuming (and very tricky when you’re working towards a deadline) it can also create bad feeling between you and your chosen supplier. This is just one reason why getting your marketing brief spot on and absolutely shipshape is so important. If you want more successful projects and a faster-turnaround of projects here are 9 tips to help you write the perfect marketing brief…
1. Make your introductions
It may seem extraneous to the task at hand, but ensuring your rcs database supplier knows who they are creating work for is crucial. If a supplier isn’t clear on the brand, their ethos, what they do, their brand guidelines and their corporate identity, it is next-to-impossible to create pitch-perfect work.
The feel could be too formal or too colloquial, representations of products and services may be vague or even incorrect, so take time to familiarise your supplier with your brand thoroughly before you do anything else.
2. Clarify your goals
It’s quite common for businesses to commission work without sharing the “whys” and “wherefores” with their supplier. If your provider doesn’t know the strategy behind the work they are undertaking, how can they possibly ensure that the work they produce achieves the effect you are looking for?
It may be time consuming to share overall strategy in a marketing brief, but the more information suppliers have and the better they understand their role in your plan, the more effective the finished product will be.