The Marketing brief is the written document that allows you to effectively communicate what your brand is, what your products or services are and what you contribute.

Surely you have ever met someone.

In those cases, have you noticed what the first thing you say is?

Your name, because that is the first thing that distinguishes you.

If the context allows it, talk about your profession or trade and tell some details of how and where you do your work. If the conversation flows with empathy, tell an anecdote that makes everyone laugh. And, in the end, you may share some problems that you have been able to solve with your clients.

That, accompanied by a friendly tone of voice, a smile and always thinking of making a good impression is your briefing.

What is a marketing brief?

Your brand’s cover letter.

The Marketing brief is the written document that allows you to effectively communicate what your brand is, what your products or services are and what you contribute.

The first step to have a quality brief is to answer who you are and what you offer.

The briefing transmits our values ​​as well as what we offer.

Some advantages of having a Marketing brief:

  • Create your brand identity
  • Define your purpose, goals, and brand promise
  • Design the visual content that will identify you
  • Guide the customer towards your products or services

Who could be interested in your brief?

The function of a Marketing brief is to effectively communicate the identity and values ​​of your brand. Designers, clients, financiers, partners, entrepreneurs and all those agents with whom you could start a business relationship, will need to know your brief.

There are different types of briefing, each one adjusted to the objectives and needs of the brand.

Types of brief according to each need

1. What is a client brief: what do you do, what do you offer, what are the values ​​of your brand

This brief is basically the elementary information of your brand, starting from the name. Here you must develop your vision as a company, your mission (objectives) and the value proposition that you will deliver to customers.

Having this information is very important to introduce yourself to anyone who asks you: what is your business about?

So what is the client brief? The document that defines the identity of your brand

2. What is a creative brief: design and form

In the creative brief, the visual identity of your brand is defined and presented. Colors, typography, effects and shapes. In these cases, the client’s brief is essential to start the design process.

If you are thinking of starting a Marketing campaign, this brief is essential to define the style of infographics, videos, photographs and any visual material that the team determines.

So what is a creative brief? The document that defines the graphic line of your brand

3. What is an advertising brief: campaigns

This brief serves to break down the processes of your brand’s advertising campaigns. In it, objectives are defined, the scope, audience, resources and results are evaluated.

The advantage of having an advertising brief is being able to evaluate achievements and failures in each of the campaigns carried out. This will help you decrease the margin of error.

So what is an advertising brief? The document that helps you improve your advertising campaigns

4. What is a product brief: marketing strategies

The product brief is the guide with which you will develop your product strategy. This will help you define which services to promote, which tactic to apply, what are your goals and how to achieve them.

In these cases, the advertising brief will help you define what and how your campaigns will be in future marketing strategies.

What is a product brief? The document that will guide you to design the marketing strategy of your product

5. What is a business brief: general brand identity

The business brief is the one that concentrates all the information of the brand: identity, design, campaigns and Marketing strategies.

The importance of having a business brief is to organize all the aspects of your brand to evaluate its growth and its failures. Some of the elements it contains are:

  • Value proposal
  • Target or target audience segmentation
  • Broadcast channels
  • Sources of income
  • Key resources
  • Networkers
  • Cost structure

What cannot be missing in your brief is detailed information about your brand, graphic identity, previous experiences, advertising campaigns, successes, failures, expectations and projections.

Before developing each of these briefs, you must be clear about who it is aimed at.

Now that you know what a Marketing brief is, remember that in it you communicate the essence and values ​​of your brand. So before doing so, think about your client, convey confidence, use concise, clear and fluent language.

Always keep in mind: your brief, your brand.

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