Client briefs; do you brief your staff, clients and possible market in the right way? We’ve got a few thoughts on it at the moment. They aren’t in any way complete, or intended as something that we think will suit everyone, it’s just what we are thinking about at the moment….
We’ve been thinking about briefs and how to focus on particular needs in areas of business. This is prompted by lots of different things, but for the most part, it’s about how we get inside the brains, thoughts and emotions of our clients so that we can work out what they want, even when they aren’t sure themselves. What should a brief include? Well a good brief will include;
1) A budget – this is really important. You need to keep the finances in place and on target to ensure your project is on time and the monetary value doesn’t become a shock to anyone
2) Bullet points on what you want to achieve – a mixture of SMART and intangible is ok by us
3) Be specific with anything you really know you will like or won’t like
4) Targets – set targets whether timed or led by statistic it is really important to be honest about what you expect to be achieved, how and when by
5) Leave room for creativity, after all that’s the fun part!
If a brief isn’t thorough then the planning can’t be. Although there has to be room to negotiate terms and targets there also needs to be structure so that everyone knows what is expected. It also means that everyone knows where they fit into a team and how their part is as important as their clients or co-workers.
Investment in planning means you are more likely to succeed. It might seem time consuming now but in the long run you will reap the benefits.