The Perfect Brief

40 year's in business and we’ve still never come across the perfect brief. Does it exist? If it did, this is what it might contain.

Target audience:
Who are you trying to communicate with, who are the critical stakeholders, how much do they know about you and your message?

Purpose:
What’s the aim of the item(s)?

Current perception of your brand:
What do people think about you at the moment? Be honest.

Desired perception of the brand:
How do you want people to think about you?

Benefits:
What would be the biggest benefit of this change in perception?

Personality:
What's your brand’s persona? Zany/understated/intimate/professional.

Market Trends:
What’s going on in your market? Are you looking to zig or zag?

Timing:
What’s a realistic budget and timeframe for the project?

OK, now get on with writing the brief! We're expecting you...
christian@crumpled-dog.com