The Essential Elements of An Agency Brief

Most marketers find it challenging to curate their digital agency brief because it needs to be as clear and concise as possible.

Creativity comes in waves. Forcing yourself to come up with concepts can be extra challenging, especially when you need to sound like an expert on something you aren’t entirely familiar with. 

Researching is a must. You need to go over numerous sources to discover how to write a short document to help your business find the best digital marketing firm.

To make things simpler for you, I have decided to discuss all the relevant elements you should include in your brief.

The Goal

Give the readers an overview of your purpose. What’s your intention for your company? It would be best if you were specific to avoid any confusion. The reason this should be at the start of the brief is to give readers a chance to gauge for themselves the actions they can take and discover an option that can be most beneficial for your business.

Don’t forget to give the lowdown on your company and the products or services you are offering.

The Target Market

State clearly what population you are aiming to attract with your products or services. Be as detailed as possible. It’s your job to determine who these people are, their interests, and other pertinent information about them. One way to understand your audience better is to conduct a survey and perform different studies.

The Problem

Informing the firm about your objectives, target audience, and an overview of your business is merely laying the groundwork. These details help readers establish the most fitting way to reach your business goals. However, by citing which problems your products and services can solve for your clients, they can laser in on how to market your company.

The Solution

After naming the problems, provide more product information to let them know how your product or service can be the hero that saves the day. Point out to the agency which features or services you want to highlight. By doing this, it can help lure potential consumers.

The Brand Message

Famous brands have famous taglines. These taglines convey a specific message. 

Your brand message doesn’t need to be extended. KFC’s “It’s finger-licking good” is barely a sentence, yet it evokes strong emotions! I can taste their chicken and gravy in my mouth soon as I hear their tagline. 

Capture the essence of your services or products with your brand message. It should embody all that your business stands for. One other important brand message characteristic is being convincing. It should be short but sweet, making your individuals curious about your product and pushing them to give it a try. If it’s not powerful enough to make an impact, it won’t matter if it represents your service or products accurately. 

To figure out which words evoke positive emotional responses, you should conduct a thorough study of your target audience. 

The Medium

There are various channels you can use to communicate your chosen brand message. Some of the most popular ones are social media, display advertising, search engine ads, etc. You could include this in your survey by asking which media they’re usually exposed to. The digital marketing firm must have all the necessary tools and know-how to operate your campaign through your chosen channels. To make sure they can handle it, you could ask for sample work.

The Intended Customer Action 

Why are you launching a campaign in the first place? It’s usually because you want to lead potential customers to do something, such as participate in your contest or read the blog on your website. Include this point in your brief. Explain to the agency what you are expecting the consumers to do so that they can work out a compelling call to action (CTA). Take a cue from Evernote and Netflix and how they phrase their CTAs for their campaigns.

The Psychological Action

Do you want to know what generates the most guaranteed feedback? Emotional marketing. Take viral posts on Facebook, for instance. Most of them are real-life heart-rending stories that gained traction because of all the feels they generate. 

These days, you can use empathy in your campaign to make sure it gets spread around. Build a narrative surrounding your target market’s possible reaction after purchasing your product or using your service and add a dramatic twist. You could also allow them to share their stories and start a movement. Social campaigns have been going around for a long time. Maybe it’s high time for your brand to participate.

The Campaign Performance Measurements

Once you’ve set up a campaign, the next step is to determine ways to verify if it’s gainful for your business or not. List out KPIs for every aspect of your business, such as sales, customer value, income, etc.

The Must-Haves

Make a list of all the basics, which you are not willing to change in any circumstances. Some of the most common non-negotiables are budget, tagline, logo, signature music/images/symbols, timeline, and approval methods. Others have specific demands. Should you have any, add them to the list. Be precise to avoid miscommunication problems that will spell trouble in the future, but don’t over-complicate the details.

The Competition

Even if your products are revolutionary, you will still have competitors. They may not be offering the exact products you have, but if they are offering other solutions to solve your target problem, they are still your competitors. Identify other key players in your industry. Your agency can help you determine your brand’s weak points and work on them. 

You can make it easier for everyone and include what you want them to work on in the brief. Either way, provide pertinent info that highlights your edge over your competitors. 

Things to Remember When Preparing an Agency Brief

An Agency Brief must be Clear and Direct

Focused and easy-to-digest. These two adjectives should describe your agency brief documents. Forego unnecessary words or sentences, even the pleasantries. Directly state your business requirements and goals, putting emphasis on your non-negotiables.

A Clear and Concise Brief Saves Effort and Money

With less confusion, the agency can focus on giving you, their client, exactly what you want. They can quickly provide you with a list of services that may be beneficial for your business. 

Each company is distinct. Your brand is different from other brands in your niche, even if they offer similar products and services as your company. Emphasize the unique characteristics that your brand has.

Don’t forget to read the brief a few more times to see that there are no flaws. 

Ask the Firm about Their Plan of Action

How do they intend to meet all the elements mentioned above? Don’t forget to ask this all-encompassing question. Their answer will allow you to pinpoint whether their firm is the right fit for your business. 

If you have managed to provide your ideas in the brief, the firm should be able to come up with a thorough response. 

Keep in mind that having a good grasp of marketing basics will allow you to see both points of view and the value the firm can provide.

After providing the brief and ensuring no confusion, leave the agency to deal with the project. Agencies appreciate companies that put in the time and effort to write a thorough brief. They’ll be more than happy to go along and assist you in reaching your goals.




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