Once upon a time, Sarah was a passionate small business owner with a brilliant idea. She dreamed of sharing her products with the world but felt a little overwhelmed. In her excitement, she hired an agency, but her brief was vague. The agency tried their best, but things weren’t working, the campaigns missed the mark, and Sarah’s vision remained just that—a dream.
One day, Sarah decided to take a different approach. Instead of just paying an agency for help, she poured her heart into writing a detailed brief that talks about more than just the problem she is facing but also shares her story, her audience, and her goals. With this newfound clarity, the next agency she approached for help had a clear path to follow. They created campaigns that perfectly captured Sarah’s vision, and the results were magical. Her business flourished, and her dream finally became a reality.
So, what’s the moral of this story?
Every small business owner has a story like Sarah’s. A well-written brief is your story’s roadmap that guides the agency that you are working with and turns your vision into success. So, take the time to create a brief that truly tells your story and that gives the agency you want to work with everything they need to know to bring your vision to life. It’s the first step in transforming your dream into reality.
Not sure of what to include in an agency brief? Here’s a complete checklist that will help you write a successful agency brief.
Checklist for Writing an Agency Brief
Clearly Define Your Objectives
Be clear on what you want to achieve. Are you looking to increase sales, grow your brand’s visibility, or launch a new product? Whatever it is, make your goals specific and measurable so that the agency knows exactly what success looks like for both you and them.
Know Your Audience
Think about who you’re talking to. Who are your customers? What do they love, struggle with, or need? Share the details—age, location, preferences, and pain points—so the agency can create messages that really resonate with your target audience.
Share Your Brand Story
Every brand has a story, and yours is no exception. What do you stand for? What is your mission? Make sure the agency understands what makes your brand unique so they can help bring that personality to life in everything they create.
Set a Budget and Timeline
Let’s talk numbers and deadlines. Be upfront about your budget and any important dates. This helps the agency plan smarter and keeps everything running smoothly and on time.
Outline Key Deliverables
What do you need from the agency? A new website? Social media content? A full-blown marketing campaign? Spell it out to them so everyone’s on the same page from day one.
Provide Necessary Resources
Think of this as giving the agency a toolbox. Share your brand guidelines, high-res logos, past campaigns, and anything else that can help them hit the ground running. The more they know, the better they’ll deliver.
Communicate Your Brand’s Voice and Tone
Is your brand playful and quirky, or is it all about professionalism and expertise? Be clear about how you want to sound so your messaging stays consistent across every channel.
Discuss Any ‘Must-Haves’
Have any non-negotiables? Maybe it’s a specific colour palette, certain messaging points, or key platforms. Whatever it is, lay it out upfront so nothing important gets overlooked.
Set Up Clear Communication Channels
How do you want to stay in touch with the agency? Do you want to do weekly check-ins via Zoom? A WhatsApp group for quick updates? Clear communication keeps everyone on the same page and avoids unnecessary delays.
Be Open to Collaboration
You have the vision, and they have the expertise. Leave some room for their creativity and insights—they might surprise you with ideas you hadn’t considered. Collaboration is where the magic really happens.
Conclusion
A thorough and thoughtful brief really is your secret weapon for successful agency partnerships. It bridges the gap between your dreams and their execution and ensures that your vision comes to life exactly as you imagine it. By taking the time to create a brief that’s as inspiring as it is detailed, you’re setting the foundation for campaigns that not only resonate but also deliver results.
Remember, your brief isn’t just a document—it’s the beginning of a shared story. Make it count!
Download Your Agency Brief Checklist
If you’re feeling unsure about what to include in your agency brief, don’t worry—I’ve got you covered! I’ve created a handy checklist that breaks down everything you need to include, with prompts and questions to guide you through the process. It’s designed to make crafting the perfect brief simple and stress-free. You can download the checklist HERE and use it as your go-to tool to ensure your agency has all the information needed to bring your vision to life.
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