Brief

What is a brief?
What is the purpose of a brief?
Differences between a brief and a technical assignment
Types of briefs
Structure of a brief
How to create a brief

What is a brief?

A brief is an important document that helps the client clearly formulate the goals and objectives of the project. It usually takes the form of a questionnaire with questions, which the client answers to reveal the essence of their idea. The initiative to fill out the brief can come from either the client or the contractor; however, more often than not, it is the contractor who suggests filling it out at the application stage, before signing the contract and making a prepayment. Despite the fact that many clients dislike filling out briefs in writing, it is important to convince them of its usefulness for the successful implementation of the project.

What is the purpose of a brief?

A brief is relevant in the context of complex work when the contractor is performing several tasks simultaneously. It is widely used in areas such as PR promotion, consulting, event organization, marketing, and digital. The main tasks that a brief addresses include:

Clarification of the project's essence: The client describes the problem they want to solve, and the contractor assesses the scope of work and clarifies the tasks. Thus, both parties can evaluate if they are suitable for each other.
Time savings: It is easier to agree on all questions in the brief than to constantly clarify details through phone calls or messengers. A well-structured brief also helps new participants to quickly understand the essence of the project.
Used for estimating timelines and costs: Based on the brief, the contractor forms a commercial proposal, and the parties discuss the optimal cost and possible discounts.

Differences between a brief and a technical assignment

Although a brief and a technical assignment (TA) may seem similar at first glance, they have several key differences:

Criterion	Brief	TA
Purpose	To provide general information about the company and project, showing the vision of the outcome.	To establish clear tasks and requirements for the work.
When it is created	At the acquaintance stage, at the beginning of the collaboration.	After filling out the brief, before starting the work.
Legal force	Has no legal force.	Has legal force if attached to a contract.
Who sets the requirements	Only the client.	Client or contractor.

Types of briefs

Briefs are classified based on various criteria. Here are some of them:

By level of detail:
- Questionnaire: Contains general information about the client and project goals.
- Expert: Includes detailed descriptions of the business and analytical data.
By specificity:
- Generalized: A template brief for clients from different business sectors.
- Individual: Developed for a specific client.
By project goal: Goals can vary from marketing promotion to website creation.

Structure of a brief

There is no universal template for a brief, as its content depends on the project's tasks. However, there are general points that are suitable for most digital projects, including:

General information about the client: Company name, field of activity, philosophy, achievements, and contact information.
Information about products and unique selling proposition: Data on products, their advantages, and competitive differences.
Project tasks: Clear formulation of the goals the client wants to achieve.
Budget range: The range the client plans to adhere to.
Description of the target audience: A detailed portrait of the potential client.
Information about competitors: Data about competitors and their offerings.
References: Examples of works that the client likes.
Organizational information: Timelines for completion and contact details of responsible parties.

How to create a brief