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Surely you often ask yourself a question, how to create an ideal brief accurately and efficiently so both participating parties have the same entry information that they are clear with. That is the only guarantee that the result will be simply perfect and you will receive the desirable and measurable results.

Unfortunately, we will disappoint you. Ideal brief does not simply exist. But there is at least 15 points to help out both parties to come up to the best solution possible.

This simple document supposes to be a form of help, please note this is not any dogma. Each product and brand has its own specifics, and this must be taken into account while creating a brief. Your additional comments and extra information provided are always truly welcome. The aim of this document is to have the best brief possible. We simply want to be partners!

1. WHY

  • Launch of a new product / outdated design / marketing concept / competition has something extra / has more sales points, it is a new project/ start-up, new business, boss simply wants it…

2. FOR WHOM

  • Who is the target market / group - focus on current / new customers, passers-by, a specific target audience segment – which one?
  • Age / financial / demographic criteria of the ideal buyer 

3. WHERE TO

  • Location /sales point type – individual, chain, shared with other brand, specific destination, geographic / cultural differences or production limits...

4. TARGET /OBJECTIVE

  • For whom are we doing it, what are the results supposed to be like?
  • Sales / image / branding/ promotion / new location
  • Sales increase /brand penetration /building a new brand /product line

5. WHAT

  • What type of goods will be sold / what amounts, by purchasing goods?
  • Type of service and customer approach 

6. EXTERIOR / INTERIOR

  • Location (outdoor x indoor x combination), older or historical building, shopping mall /center etc.

7. DURABILITY

  • Short term vs long term solution /promo
  • How long you want to stay at the location?

8. LOCATION

9. TECHNICAL ISSUES AND BRANDING

  • Dimensions, range of products, specifications of the color or shape, the demand for lighting / brightening, materials, anti-theft protection, etc.
  • Corporate identity
  • Product Samples

10. DISTRIBUTION / LOGISTICS

11. NUMBERS

  • How many pieces /stores do you need in total
  • Timing issues, deployment schedule…
  • The preliminary budget for design and implementation

12. MINIMAL TIMING

13. CLIENT EVALUATION

  • Define evaluation criteria, what kind of output you expect (sketches, 2D, 3D visuals, proofing, photo-fit into the establishment, electronic visualization etc.)
  • Design / sketching fees
  • Requirements that must all be obliged in order to meet and evaluate objectively criteria / results of the tender; bidding options
  • Setting the objectives /measurables for selection

14. DATA

15. COOPERATION

In the case of multi-party cooperation, it is necessary to enter the brief /inquiry as detailed as possible, and work together simultaneously as a team. That assures better results and objective expectations among both parties. We want to be partners!

= Everyone at the same table!!!

Each side is always a team of people who can enter and evaluate and take output as a result

Always follow the rule of KISS

KISS = KEEP IT SIMPLE OR BE STUPID /Kelly Johnson/

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