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A new client recently emailed us a brief here at Mano Design. It was very brief brief indeed. All it said was Texans Benardrick McKinney Jersey , "Can you write me some copy for a postcard?" Resisting the urge to write, "Dear Customers. Having a wonderful time - wish you were here. Love, The Client," we asked him for a more detailed brief and explained why it was necessary.

Why Write a Brief?

Even with something as simple as a small piece of copy, a proper brief will save you time and money.

The agency will also have a better chance of getting the work right first time, so you get the quality of work you expect.

Plus, it gives you something to measure the agency's work against; i.e. how well they responded to and met the brief.

What is a Brief?

A brief (sometimes called a 'creative brief) tells the agency what objective you are seeking to achieve. It answers the 'where are we now' and 'where do we want to get to' questions.

Ideally, the brief should be a written one. It focuses attention and provides the foundation for your marketing campaign. The brief should be agreed by both you and the agency before work begins and it can to some extent form a sort of contract.

The length of the brief does not matter as much as ensuring that it contains key information and objectives. Tell the agency what the business problem is, what you wish to achieve and how you will evaluate success.

What Exactly Do you Put in a Brief?

The format of a brief depends on the task. A website creative brief will need to contain different information from one for a brand-building press ad campaign for example. However, below are some basic guidelines:

1. Project information

Include your company name, contact details, project name and project manager, brand or productservice name, agency name and date.

2. Background (where are we now)

Here, give background information on your company and your industry. Tell the agency about your productservice (including key attributes and benefits) together with the issues it is facing. Include information on past marketing communications campaigns and their results. Provide details of competitor activity.

3. Objectives (where do we want to be?)

Explain what you want to achieve, e.g. increase sales, improve awareness, raise response levels, etc. Try to make your objectives specific and measurable.

4. Strategy (how do we get there?)

Give details of what you want the agency to do for you, e.g. a direct mail campaign, a website, a brochure, etc. Explain how what you are asking the agency to do fits in with your overall marketing strategy.

5. Audience (who are we talking to)

Your objective is to get a response from your audience. Tell the agency who your target audience is. Define your audience(s) as accurately as possible and share any insights you have about them with the agency.

6. Evaluation (what success will look like)

How will you measure success? When will it be measured? Who will measure it?

7. Practicalities

Mandatories:

Is there anything that must be included; for example - offer terms and conditions? Are there any corporate identity guidelines? What legal constraints are there?

Timings:

What are the deadlines? What are the media booking dates (if applicable)? By when do you want to see creative concepts? Does the project have to tie in with dates of other campaigns?

Budget:

Specifying a budget up front will help to avoid reworking of solutions. If you are reluctant to do this, then suggest three budgets and ask the agency which they would recommend and why. Alternatively, ask the agency to recommend a budget.

8. Approvals (who signs off work)

This should be the same person who signs off the brief before you give it to the agency.

The time spent preparing a brief will pay off in the long term. The agency needs a starting point and to know where it is you wish to go. Your brief should inspire them and enable them to do their best work for you.

Copyright 脙茠脝鈥櫭兟⒚⑩€毬吢∶兤捗⑩偓拧脙鈥毭偮?2004, Chris Smith

About The Author

Chris Smith is a partner in Mano Design ( ) - a Vancouver Design and Marketing agency.

Brand identity is the most important factor in creating a brand. It helps in creating awareness among the consumers about a specific company.

Brand identity web design includes the logo, typeface, color, design and everything else that represents the company in front of the customers. But, how did this began? Understanding the history of brand identity can make us realize its priority in a better way.

Take a look at few points that showcases the history of Brand identity web design:

1. The Introduction Of Logos:

There are hardly great logos in the current market. Few claim it’s easier to make a logo while few contradict it. To make an eligible logo one need to be good at typography, symbolism and must have an innovative mind for designs.

Going back to history Logos were driven by these aspects

. Symbolism

A logo is not simply a drawing neither a picture. It needs to be complex. During old ages, logos were driven by human expressions that carry symbols resembling visual codes and literary arts.

Mythology and its concept played an important role in logo designing. They helped in communicating effectively as all were able to relate to it easily. In historical period, people’s intrapersonal communication was held through various marks, signs, and symbols. They understood the objectives of these signs non-verbally.

. Semiotics

Semiotics is the study of signs and symbols for the purpose of interpretation. People believed in the message of signs and symbols for understanding several aspects of life.

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