When working with a designer, it's essential to write a detailed briefing before the beginning of your project. It is through the briefing that business owners and marketing professionals know exactly what to expect from their designers, and it's where the designers go to acquire the necessary information to do their work.
Keep in mind that the briefing is a valuable part of the designing process and should be dealt with care. The more information you provide to your designer, the better results you will get. An easy way of preparing yourself to write a briefing is by answering a series of questions about your organization and your project.
To help you start writing your briefing I wrote a few questions around three major aspects that every successful briefing should cover, take a look:
Regarding Your Company Profile
- What are your business services and/or products?
- What is your company history?
- What are your business strengths and weaknesses?
- What are your strategic goals? Who are your main competitors?
- How does your brand differs from the competition?
- Who are your customers?
- What is your target demographics and psychographics?
- Who is the target audience?
It's quite important for you to try to avoid using jargons when talking about your company, products and services. The designer will use theses answers to create a mindset to work in your project, so try to be as clear as possible.
Regarding Your Project Goals
- How do you want your business to perceived by your target audience?
- What kind of reaction do you expect from your target?
- What kind of impression you expect your target to have from your design?
- What are the key messages do you want to deliver?
- What other results do you want to get from this project?
Regarding Your Project Guidelines
- What is the exact type of work you want? What is the format?
- If it's a print job, what are the print requirements?
- What is the information that must be included in this project?
- Do you want this project to fit in a previous existing style? If yes, do you have samples of it?
- There are any requirements that need special attention?
- Who is the person that is going to approve the job?
- What is the project budget?
- What are the deadlines for the project?
Taking the time to write a detailed briefing will help you save money and time by improving the chances of the designer to get right first time. Yes, it does take some time to write a proper briefing, but it's worth every minute you dedicate to it.
On the other hand, if you are a designer and you're dealing with a client that does not know how to write a design briefing, try to help by educating them about it and perhaps even sending them a briefing template. Doing that will show that you are highly professional in your processes and create a great impression with them.