The importance of a good briefing

Think again. After all, your input determines your output. In other words, crap in, crap out. A good start is half the work, and that starts with the briefing. Little attention to writing a good briefing or no time for oral explanation does not improve the quality. Read more about the importance of a good briefing and what's in it, or not.

Why a briefing?

A briefing is a tool that helps you communicate clearly and clearly. Especially at the beginning of the project or process. This puts you off the table with countless revisions or a disappointing end result. A good briefing also ensures that you are ultimately on the same page when you start the project and that it stays that way.

A briefing that is too short, lengthy or unconcrete

In practice, briefings are often too short, too long or not concrete enough for a creative agency to show their magic. For example, a briefing that is too short often creates noise on the line and it is sometimes expected that everything is already a piece of cake for the performing party. Even if half a word is enough for an agency, they don't operate in your core business every day. They are not involved in your daily activities and do not know the force fields and history. So it's better to share much than little information.

But too long is also possible. For example, the outline of the program is nice to know, but you can omit the content per slide in a briefing. Also leave room for (creative) input from the agency. It would be a shame if hiring an external party came into its own because there is no room for personal input.

Flying blind without a briefing: prevent a false start

A set of guidelines, an anchor point, goal and a clear expectation are at least necessary to make a good proposal. The better the briefing, the better the proposal. Both in terms of concept, content and costs. In short, the quality of the briefing is reflected in the end result.

No one likes to fly blind. And that is exactly what both client and contractor do with a project that is not based on a good briefing. The briefing for an event, for example, always includes a number of basic details such as budget (which costs are included), number of people, location (or location forecast), a rough outline of the program and date. For a website or brochure, other things are important to include in the briefing.

For a successful project, it is also essential for an agency to know:

• Which 'problem' needs to be 'solved' or what goal needs to be achieved.
• What are the goals?
• What are the expectations?
• What is the vision of both parties and is it realistic?

In short: a briefing ensures that everyone points in the same direction. Is a project not working out as desired? In any case, you want to rule out that this was because the briefing was not good, or did not even exist at all.

In addition, at effect group*, we believe that the input determines the output, but that a personal explanation also makes a world of difference. Think of receiving the briefing in person and getting to know each other. This is how you get to the question behind the question. You set expectations and create a basis of trust. You can also immediately check whether both parties are interpreting everything correctly. Is it clear? Then you prevent a false start. This is also what effect group director Simon Renes underlines: “Your input determines your output. That's why you should carefully ask for time on both sides. A client also comes to better developed offers and better relationships if they can, want and are allowed to put in a little more time themselves.”

Your input determines your output. That's why you should carefully ask for time on both sides. A client also comes to better developed offers and better relationships if they can, want and are allowed to put in a little more time themselves - Simon Renes, effect group director*

Share your kpi's

What KPIs can be contributed to? The success of every piece of content that is produced today can be measured. Whether it's the number of newsletter subscriptions, the CTR of the Facebook ad or the number of visitors to an event. More than ever before, each project needs to demonstrate its contribution to business goals. The briefing serves as an anchor for both parties. In a good briefing, these objectives are clearly stated, so that you do not stray from what is really important to you as a client.

Easier anticipation of obstacles

In addition to understanding and aligning goals, the briefing process is also about anticipating obstacles. When the briefing and (business) goals are kept in mind at every step of the process, it is much easier for both parties to justify and understand choices. And in doing so, to prevent discussions.

Tip: Whenever possible, it is also nice if decision makers interfere with the briefing. After all, they are also the ones who must agree or determine the final assessment.

Consider a debriefing

Do you want to make sure that the agency has understood you correctly and vice versa? Then consider a debriefing as an extra check. It is a brief summary of the briefing from the office. We ourselves are fans of the debriefing, preferably orally. As a client, you can then explain the written briefing, and the agency can ask questions. This way, you can be sure that you are on the same page and the document can be used for further steps. In addition, this also prevents interpretation errors. What is' hip ',' modern 'or' luxurious' for you may mean something completely different to others. With a debriefing, you can also — where necessary — adjust the proposal. An additional advantage for you as a client is that some tips are often given about the expected proposal. Admit it: that curiosity needs to be nurtured!

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