Briefing: What it is and how to make it


Anglicisms populate the world tech and The one that concerns us this week is no less. If we use a dictionary to search for the original word, brief, we will see that there are many meanings for this term. One of them refers to the action of "giving instructions" or "informing."

Indeed, a briefing we could define it as an informative document that provides useful data for the development of an action. It is not exclusive to the digital world. It is very present in any workplace, although many people (even those who often work with them) are unaware that this is what it is called.

For example, before you can ride a plane the crew has made more than one briefing. The pilots with the flight office, these with the crew, are with the cabin attendants and finally, the pilots among them reviewing the flight procedures (if they are going to encounter adverse weather conditions or if there is dense fog at the destination airport) .

But we are not pilots, we are bloggers or webmasters and our work is always directly or indirectly related to marketing. This profession is also (or should be) very present briefing, that is to say, a document that establishes the set of ordered actions that we will follow so as not to crash: how are we going to do it, when, why, with what resources … The typical questions that yes or yes you have to ask yourself. And if our project is for a client, we will have to hold a meeting or skype with him to ask him the same questions, so that we will see clearly the viability of what he is asking us and serve as a manual or guide at all times while we work. A full-fledged work plan that leaves no room for error.

How is or should be a briefing

We are tired of hearing that the best business ideas came out in a tavern, which quickly materialized on a napkin and in a short time everything was already going aft. Yes, we do not say that there have been no such cases, but they are not the majority or much less. Either because we do not have the genius of these people or because in our niche we find tremendous competition (there are thousands of heads giving everything to be the best in their field) we will need yes or yes to capture any idea that we have in a document or brief and detail each characteristic as obvious as it may be.

Make it realistic

That is to say, your plan must have signs of being fulfilled. Imagine what would happen if your strategy is not for you but for a third party. There is nothing worse in the eyes of a client who cannot deliver what you have agreed. If you follow a logical path from a starting point that you have worked well, it will be easier to reach a destination. It is preferable to take small steps at the beginning to subsequently expand horizons.

In MEDIAKIA we always say, why run while flying? and also, that you have to think of giant. And yes, we keep it. Now, to fly I must first learn to walk without stumbling and at a good pace. And I will only achieve this if I set coherent goals that I can meet. I will not be able to get off a marathon in 3 hours if I am not able to run 10 kilometers in 40 minutes.

Have personality

Your client wants to know how you will solve the ballot and for unique projects or problems, you have to apply unique, personal and as personalized solutions as possible. Your client will want to know (always, regardless of whether you are designing a web page or an email template) how you are going to do it and will want to hear the appropriate answer to any of your questions. Because he is aware that his project is unique and personal, and ultimately, he needs to see that you take his project as seriously as he takes it.

Make it clear

Would you trust a pilot who does not 100% assure you that you will arrive at the airport? Well do the same with your customers, Concisely detail what your working method will consist of and, please, clearly. Do not get entangled in technicalities or sell smoke. If he has turned to you, it is because he is clear about what he is looking for and you and your team (if you have one) should let him see that he was not wrong.

What is the cost of our work?

In both human and economic resources. Your client must know yes or yes, so We have to make a realistic approach to costs. You have to specify to your client what is the value that as a professional you will be able to contribute to their work. A creative professional does not charge for the hours of work that he dedicates to a project but for the one that he will be able to contribute to his project (and here they influence aspects such as his training, his experience or the previous investigations that he must do before starting work with your brand, to name a few examples). You must explain what you are going to offer him that the others have not promised him.

Develop your own personal brand to attract your customers, so that you get attention and work with you is a longing.

We conclude …

Discarded the idea of ​​working to jump of kills, he briefing It is the tool that we must always use to adequately specify the details of our work, either own or for third parties. He brief It must be a clear, concise and effective guide to what you are going to do and how, so you have to pamper it. In exchange for this enormous effort it will help you to leave nothing to chance, decrease your uncertainty and, therefore, the possibility of error. Or what is the same, will increase your chances of success. Having it or not having it, will depend greatly on how you make it. If you have doubts, you can surely find very good templates and worked on the Internet, check out!

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