So, what exactly is a business brief? That is a document that entrepreneurs use to promote their goods and services. The document should increase awareness about industry problems and provide viable solutions. The target audience for a business brief is the customers because every business depends on loyal clients to boost their bottom line.
So, how do you write an effective business brief that successfully increases customer awareness about your business activities? You should make it as straightforward as possible because no one will read through a brief that’s more than two pages. From its name, the business brief should summarize everything and yet be as comprehensive as possible. You could always consult with professionals to help you write your business plan essay.
Understand Why You Need A Business Brief
Creating a business brief is standard entrepreneurial practice. All your investors need to go through your business brief before you sign off on a project. Even your creative team need a business brief to guide them through the project.
When you’re writing your brief, ensure that all your creative messages are on-brand. The creative team needs a brand vision to work with throughout the project. After all, your team will use the brief as a way to brainstorm ideas.
Third-party contributors need to understand why your project is worth investing in. The brief should clearly outline the brand's background and the vision you have for its future.
Lastly and most importantly, use your brief to align the budget with what clients expect from you. If clients are going to stake their money, they need to know your project is a worthwhile cause.
Who’s Supposed To Write The Brief?
Ideally, the account manager should be the one to write the business brief. After all, they’re the ones responsible for managing the client relationship.
Account managers should work closes with the clients to reduce client-creative conflict. All third-party contributors should understand your current situation and what you desire as an entrepreneur for the future of your business.
That said, account managers will need input from the creative team who analyze the clients’ vision to determine it’s viable. The marketing team also need to chip in to ensure to come up with a viable media strategy.
Not to forget the account team that’s responsible for analyzing the budget. The last thing you want to do is to spend money you don’t have.
You Need To Understand That You’re Creating The Brief For The Creative Team
Even though you need the clients’ approval to move forward with the project, it’s actually the creative team that’s the end-user of this document. Therefore, the business brief should interpret your vision in a way that the creative team can understand.
That means that you should not use jargons or marker-speak that'll make the document hard to interpret. That means that your brief should not be a solution for clients' problems, but rather a guide for the creative team.
The creative team uses the business brief to come up with viable solutions for your business idea. Therefore, as an entrepreneur, ensure your brief can inspire solutions.
Center Your Brief Around The Product
Your brief should begin and end with the product. After all, that is why you want the attention of customers; to sell your product. Fully understanding the product gives you the power to persuade third-party contributors that your business is worth investing in.
What product do you want to sell? What category does it fall in? What is your product’s current state in the market? Answers to these questions provide a guide to how you should present your brief.
The goal of the business brief is to map your product’s current status in the market and where you expect it to be in the future. Understanding your product’s existing brand value helps you come up with its current brand perception.
A number of factors contribute to your product’s current value in the market. Some of them include quality, quantity, and price. Use your marketing surveys and exciting records.
Understand The Relationship Between Your Product And The Business
Your product and the business have a complicated relationship, but an entrepreneur, you have to understand it. While sometimes the brand exists independently from the product, other times, they overlap in a symbiotic relationship.
Customers can find your brand reliable but find one of your products unreliable. That means that they'll keep buying from you but avoid a particular product. That is why brand perception tramps product value.
Most people buy from brands they trust. So, map the factors that affect brand perception.
Give An Elaborate Analysis Of The Market
The three main factors that influence your campaign include competitors, context, and category. Otherwise known as the three Cs, these three factors determine the success of your business idea.
Understanding your competitor’s marketing strategy helps you determine the angle you should take to overtake them. The tone and advertising messages your competitors use determines what type of customers buy their product. Know your chief competitor and find strategies that guarantee you’re toe to toe with them.
The next factor is the context. How does the market perceive the product you sell? Identify cultural moments you can use to promote your product. Knowing how the economy is doing helps you determine if people are willing to buy your product.
Finally, clearly identify the category your product falls in. What is people’s perception of this category? Identify all category conventions you can use to promote your product.
Who Are Your Customers?
Every business needs customers to survive. You need to be in a position to put yourself in your customers' shoes. You need a deep understanding of the prospective consumers have of your products. That is the only way you can succeed in writing a creative business brief.
Look into different demographics, customer aspirations, as well as frustrations. You need all this data to identify the trigger that will get prospective customers to buy your product.
Writing a business brief is a demanding task. You need to take your time with it because the success of your business depends on it.
About the author:
Natalie Crawford is a seasoned online writer who has made a name and a fortune online. She now focuses on teaching people how to be good writers and also earn online. When she is not writing, she reads about the best writers of all time.
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