Brief: What It Is and How It Helps in Work
A brief is a document in which the client describes their project in detail and sets tasks for the executor. It serves as a "bridge" between the two parties, leading them to a common understanding of goals and objectives.
Brief – example template from projectmanager.com
In practice, the brief is usually provided by the contractor. This happens at the application stage, before signing the contract. However, not all clients are keen on filling out a written brief. The task of the executor is to explain how beneficial the brief is for the successful implementation of the project.
Below, we will learn more about what a brief is and why you really need it.
Why Use a Brief
This tool is helpful in complex projects where the contractor performs various tasks. It is most commonly used in consulting, event organization, marketing, and the digital sphere.
What Is a Brief For?
To specify: The client formulates the problem they want to solve, and the contractor uses the brief to assess the scope of work and understand the essence of the task. This way, both parties get to know each other better. A contractor’s suggestion to fill out a brief indicates their serious approach to the job. The client realizes that the contractor is approaching the project thoroughly.
To save time: A brief eliminates the need for constant calls, emails, and messaging clarifications. The contractor doesn’t waste time waiting for responses or searching for information in correspondence. With a well-completed brief, new team members can quickly understand the project’s essence, saving resources for all participants.
To understand deadlines and costs: A brief serves as a solid basis for the contractor to form a commercial proposal. Using the obtained information, the parties determine deadlines, optimal project costs, as well as discounts and bonuses during negotiations.
A brief saves time and resources, ensuring that both parties work towards achieving a common goal.
Types of Briefs
In modern business, the briefing system plays an important role in establishing effective collaboration. There are many types of briefs, each suitable for a specific task.
Types by Task
Advertising campaign: For this, you need a media brief that outlines all the details for planning and launching the campaign.
Developing a new product or its image: A creative brief will create the necessary image and help with the preparation of accompanying promotional materials.
Brand launch: An expert brief is your choice. It includes a detailed market analysis, marketing research, and information about the company itself.
Website, application, or software design: There are special technical briefs (or simply "website design briefs") for developing such projects.
Additional information about a deal: A questionnaire brief will help.
Types by Depth of Detail
Questionnaire or general briefs: These are short documents with information about the client and the project's goals. They are suitable for understanding the main tasks and are often found on contractors' websites.
Expert or individual briefs: These delve into details. They contain a detailed description of the business, technical specifications of the project, analytical data, and research results. They are used for complex tasks.
How to Create a Brief
Developing a brief is a two-way process. The contractor typically creates the structure, highlighting the main sections and questions necessary to understand the project and ensure its successful implementation. They also focus on the most important elements, such as goals, tasks, timelines, and budget. The client provides the contractor with all the necessary information for the job.
A quality brief includes the following information:
Concept: Describe the main idea of the product and the unique selling proposition (USP). Provide information about your company, including its mission, values, and relevant achievements. Include links to social media profiles and your website. This background information will help the contractor understand the essence of your business.
Project goals: Clearly define the desired outcome. Do you want to improve your website's search ranking? Increase your social media followers? Develop a unique brand identity? Specify the desired numerical targets, such as the percentage increase in sales or the target reach of your social media page. If the goal cannot be measured numerically, describe the preferred format (e.g., brand book) or characteristics (e.g., website color scheme).
Target audience: Describe who you are targeting. Who is your customer, what do they do, and what are their interests? The more detailed the profile of your ideal customer, the better. Include demographic data (age, gender), lifestyle factors (marital status, social status, profession), spending habits (average purchase value), interests, needs, online behavior, and potential concerns or objections. If you have any analytical data on your customers, be sure to include it.
Technical requirements: The requirements will vary depending on the project. For example, for a website, specify the desired server load and the number of pages. For an article, specify the volume and writing style. Share examples of work that you find appealing (websites, texts, logos). The contractor will also present their portfolio. Discussing references together will minimize the risk of misunderstandings and ensure the successful completion of the project.
Communication channels: How is the best way to present your product to potential customers?
Deadline: Set clear deadlines for the work to be completed.
Payment: Specify the approximate amount you are willing to invest. This information will help the contractor understand the project's scope and determine which tasks are feasible within your budget.
Competitor information: Identify your main competitors. Briefly describe their products or services, strengths, and weaknesses. Highlight what makes your brand stand out. Provide links to competitors' websites and social media profiles.
Source: smartsheet.com
- Contact information: Include the contact person responsible on the client's side.
It is important to remember that the structure of a brief often varies. It depends on the client's field of activity, the nature of the product, and the contractor's requirements.
The more information you provide, the better. With a detailed document, the contractor will understand the tasks and complete the work according to your expectations.
A Few Tips
Review examples of briefs that are suitable for your field of activity before you start drafting your own.
Discuss the document with the contractor to ensure they accurately understand your requirements.
Don’t hesitate to ask questions and clarify details.
You can create a brief online—some resources provide ready-made templates.
Brief or Technical Specification?
A brief and a technical specification (TS) are two important documents for effective work. However, their goals and functions differ significantly.
A brief provides the contractor with general information about the company and the project. Through it, the client conveys their vision of the end result and states their preferences. The structure of the brief is drawn up by the client at the very beginning, during the initial phase. It does not have legal force and serves more as a tool for mutual understanding.
The technical specification (TS), on the other hand, is a more detailed document. Its goal is to specify exactly what needs to be done and how. The TS is drawn up after the brief is completed, just before the official contract is signed. Depending on the specifics of the task, it can be prepared by either the client or the contractor. If this document is attached to the contract, it acquires legal force, and in case of its violation, the client has the right to demand compensation.
Thus, a brief is a kind of introductory memo that outlines the overall picture of the project and specifies the client's goals and preferences. It does not carry legal consequences.
The TS is a more precise and detailed document that clearly defines all work requirements. It serves as an official agreement and is sometimes used to resolve disputes.
When to Use a Brief and When to Use a TS?
A brief is recommended at the beginning of any project to give the contractor a general understanding of the tasks and expectations.
A TS is drawn up after the specific work requirements are determined.
It is important to understand that a brief and a TS do not exclude each other. They are used together. Additionally, the content of these documents varies depending on the project's specifics.
Their application will allow you to:
Clearly formulate your requirements.
Ensure the contractor has a clear understanding of the project.
Avoid misunderstandings and disputes during the work process.
Increase overall efficiency.
Conclusion
A brief serves as the foundation for fruitful collaboration between the client and the contractor. With a clear and informative brief, you will achieve the desired results. It maps out the entire project journey: goals, tasks, audience, budget.
Briefs are not just documents but tools that allow the client to clearly convey their vision and the contractor to precisely understand the tasks and expectations.
This reduces the risk of misunderstandings, saves resources, and ensures the project is completed more efficiently and effectively. Ultimately, a well-crafted brief is the key to the success of almost any project.