Brief Encounter: Top 5 tips to create a brief
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3 March 2022, by , in News, No comments

It’s mind-boggling –  it is really quite astonishing how many marketing or business development projects are created without a clear brief.

What we all need when starting work on a project is a very clear idea of what the company needs and how it can be achieved.

It is often the case that a business person needs help in the early stages of defining what they need as part of the brief.   This is a natural part of the process.

You’re probably working right in the centre of your company, amongst the spinning plates and sometimes, it really does help to bring in someone with a new perspective and clear, fresh ideas to unpick what is needed.

I met a new client, for the first time a couple of months ago.  Within the hour we’d established the 5 or 6 key areas of the brief, examined in some detail the complex challenges faced, I asked some pertinent questions and received honest, open answers.

Then, with a clear brief, I was able to write a proposal which provided some powerful solutions and mapped out a clear path forward.

A great brief can be a simple, beautiful thing.  So, give a little time before you meet with your marketing or business consultant to address these top 5 tips to create a brief.

  1. What do you want to achieve?
  2.  Who are your audiences?
  3. How do you think you want to achieve this?
  4. What are the challenges or barriers?
  5. What are the timescales and budget?

That’s it in a nutshell.

But be prepared to have your idea challenged. Perhaps what you think you want to achieve, is slightly different from what you need to achieve.

You may have a clear idea of who your audiences are, but there may be a different, more effective way to engage with them.

Sometimes –  just sometimes – the challenges can form an elegant solution and create a more cost-effective way forward.  When that happens, it really can be mind-boggling.

expert : cost-effective : flexible

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About author:
Emma Finn is the Founder and Director of Pathfinder East. Read more here.

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