MARKETING / 3 MIN READ
A better brief makes room for better ideas.
Turn a broad request into a shared understanding of the problem.
Agree on the problem
Before discussing a style or a channel, ask what needs to change. Separate the business objective from the deliverable. A website, campaign or identity is an approach to a problem rather than the problem itself.
Name the audience and the constraints
Describe the people you need to reach, the context they are in and what they already know. Record the practical limits: time, budget, available content and decisions that are already fixed.
Leave space for discovery
A useful brief gives direction without prescribing every answer. Include a question worth exploring, agree on how feedback will work and define what a successful response would help someone understand or do.
Progress starts with a little curiosity, followed by a little practice.
Keep exploring.More from the journal ↗