Completing a brief can feel like an onerous administrative task. You want to get on with creating your brochure or putting together your social media calendar. You have an amazing idea for a leaflet and you’re going to get 10,000 printed. You know what you want to say, so do you really need to waste time thinking about strategy?
No prizes for guessing that I think the time spent completing the brief will pay dividends.
Any kind of communication costs money. And if it doesn’t cost money, it definitely takes time. Every time you spend time or money talking to customers who aren’t going to buy your product you’re wasting the opportunity to talk to one who will.
Being focused on your business’s growth strategy, targeting the most valuable customers and being very specific with your message will ensure you get the biggest bang for your communication buck.
Here are some typical things you’ll be asked to consider when completing a communication brief and why they matter.