Briefing documents

I always recommend that a website and/or a brand strategy brief is jointly prepared with the Client.

To facilitate this, I have prepared a couple of documents that will help to focus collective thoughts on your brand positioning and/or website needs. This, in turn, will enable us to meet the commercial objectives of any resulting campaign and provide a benchmark for monitoring, measurement and optimisation. Of course if you don't feel like filling in a form, just call me or we could do it over a coffee.

Brand Communication Strategy/Creative Brief
Your nameYour companyYour email addresspoint of differenceWhat is the differentiating and motivating idea that the brand should stand for?the role for communicationWhy are we talking to people now?What do we want people to do as a result of our communications?How exactly will our communications help to achieve this?evaluationHow exactly will the success of the brand positioning, campaign or activity be judged?Proposition To Change Behaviour What does our target think/feel now?What do we want them to think/feel?What is the one thing we should communicate to make them think/feel this way?Target AudienceWho are we trying to affect with the brand/communications (demographics, behaviour, attitudes and choice making)?What have we discovered about our target that makes us think our brand/communications will work?How will our brand/communications benefit the target?SupportWhy should they believe us (competitive product points, motivating facts)?ConsiderationsWhat tone / personality does the brand need to project?Can we do anything extra to make them act (is there an offer/incentive)?Is there any other relevant activity happening at the same time as our communications (client and competitor comms marketplace)?Mandatories?Additional InformationWhat learning is there from previous campaigns and/or activities?What is the one thing we should communicate to make them think/feel this way?What research and testing has been done / is required before the work is presented/rolled out?

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Website Strategy/Creative Brief
Your nameYour companyYour email addressBackground InformationNew or refreshment site?

NewRefreshment

If replacement, what is the current domain (URL)?Do you currently use Analytics for visitor measurement and analysis?

NoYes

What is your motivation for change?What are your objectives for the website – what do you want to achieve from the new/refreshed site?Target AudienceWho is your target audience?Do you have an ideal customer profile? What will they come to your website for? (articles/reviews/contact details/pricing)ContentWhat does the organisation do? (Short summary, with products/services/history etc). Is there a variety of content available to tell the story (photos, videos, text, diagrams, etc).Who is going to write the content, or edit the old content for the new site?Call to actionWhat do you want people to do when they get to the site? (Book/buy, complete enquiry form, call direct, sign-up to a newsletter database, etc)Social Media and SharingWhat channels do you utilise for sharing your content (eg. Social Sharing to LinkedIn, Facebook, Twitter, etc)Functional requirementsDo you have specific requirements? (blog, social media widgets for activity stream, members only content area, E-commerce, advertising/sponsors, etc).Brand Design/IdentityIf a rebuild of the current site – what do you like / dislike about the current site?Please think of three to five websites with design ideas that you like (can be from your industry, or another industry)Competitor’s websites (three to five)?Search Engine Optimisation (SEO)Do you have a set of priority keywords and phrases?Practical IssuesWhat’s your budget? (Is it realistic for the features and functions you want?)
What are the priority issues, and can it be staged if the budget doesn’t cover the wish-list?AOBAny other information, thoughts etc?

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Briefing documents

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