5 things to consider when writing an agency brief

A good brief is an inspiring, conversation-starting document. It gives an agency as much relevant information as possible, so they can understand a brand’s challenge & start thinking about how to solve it. 

How long or complex a brief is varies from company to company, but the best examples are flexible: they remind both sides of what the big ambition is while allowing space for that to evolve & grow. Plus however detailed your document, it should never be a replacement for a proper, face-to-face discussion with a potential agency.

Here’s 5 questions that should help shape your brief-writing:

Why are we doing this?
Identify & explain the catalyst for the brief. For example, are you launching a new product or entering a new market? Have you got a distinct tone of voice & set of values that’s not reflected in your packaging? Are you a retail brand that’s experiencing decreased footfall, & needs to drive awareness? Is your website too complex to navigate?

What’s the big ambition?

Understand what success looks like for your brand, whether that’s more sales, better awareness, a new demographic, a deeper connection with customers, future investment or any number of tangible & intangible outcomes. Tell the agency where the brand is now, & where you want it to be. It won’t be the same journey for every company – & different agencies may suggest different solutions – but be clear about the ultimate goal.

What inspires us?

Show other brands or work that you admire, & explain why. This doesn’t need to be limited to direct competitors or even the same sector – you could focus on companies you share an audience with, for example. Often, looking further afield avoids your brand looking like an identikit version of everyone else in your industry. Plus you don’t need to think of sharing inspiration as ‘copying’ other companies; it’s just another channel to express your ambition or attitude.

How much will we spend?

Be as clear as possible on your budget, & the list of things you expect to be included in that spend. Sharing this from the get-go gives you instant feedback on whether your budget is aligned with your expectations of the work, & the tier of agency you ideally want involved. By letting agencies be upfront about whether they can actually work to that range, you ensure all first meetings are with teams that are on the same page. 

What other information do you need to share?

Give the agency as much relevant detail as you can, for example timelines that are set in stone, regulatory challenges that will inform how they approach things. The brief is also a place to lay out the kind of team you’d ideally work with – for example, are you looking for someone with experience in a specific sector, or at a particular stage of growth? Would you prefer a small or large team? Communicating this early on helps filter out wasted conversations with agencies that aren’t a good fit.

Toby Wilkinson, Co-Founder of AUFI

AUFI helps businesses of all sizes find their perfect agency partner for branding, web, product, social, growth, marketing and MORE.