January 25, 2023

The voice of a brand needs to be prominent enough to reach a huge pool of its target consumers. Now, if it cannot even reach the marketing team, it must be getting lost down the several lanes that get built up between team members.

The problem is huge while the solution is simple: a marketing brief! A single strong bridge that helps in clear communication of a brand’s style, statement, aesthetic, goal, plans and strategy to showcase these to customers and simply enchant them into brand loyalty.

What is a Marketing Brief?

Simply put, a marketing brief is your marketing plan which explains the brand and its goals in detail so each marketing campaign with clearly set targets can be centred around it and carried out swiftly to success.

The marketing brief is the blueprint that you must follow to avoid losing yourself in the huge jungle of marketing strategies and several communications. It is a comprehensive and clear set of guidelines and information about your marketing campaign/plan- it is your treasure map to success!

A well written and communicated marketing brief should contain everything about the brand’s goal/marketing campaign. A precise and compact sketch of the marketing activity - its purpose, target audience, aesthetic, significant beliefs, brand USP, tone, and other vital information plays a key role in brand positioning in a marketing campaign.

The marketing brief should be the official communication of your marketing plans/campaigns to your team members, agency or stakeholders taking care of the brand’s communication to its target customers.

Role of a Marketing Brief in Overall Brand Communication

A marketing brief bridges all these gaps and ensures smooth communication and execution of plan among company and agency or within employees and teams. The key function of a marketing brief can be chalked down to proper and strategic brand communication. This makes working easier, saves time and all these ingredients together make a great recipe for success.

Without a proper marketing brief, it is difficult to correctly communicate the technicalities of a brand and its marketing goals to each member without creating confusion. There might be information conflicts or misinformation circulated among team members which hinders the expected output.

If not aligned with the brand’s positioning, the entire marketing wing of a company would land into incomprehensible failure. Therefore, to avoid such chaos, a marketing brief becomes an indispensable part of a company's marketing and branding, without which, team members and strategies become dysfunctional and inefficient.

Advantages of a Good Marketing Brief

A marketing brief consists of a clear communication of your brand and marketing campaign along with the purpose and the expected outcome.

To ensure a smooth functioning, your brief should surely include a section invested on understanding the purpose of the campaign and also, list all the key deliverables by each member involved for easy execution and planning so there is no scope for any person to miss out or misunderstand their duties. This ensures hundred percent output from each person involved, leading to success at its best!

Next, there should be a listing of the marketing channels and stance that you’ll be using to reach and communicate to your stakeholders. This might be through email newsletters, influencer engagement activities, marketing plans related to announcement/marketing activity, increasing interaction with customers by magnifying social media presence, or through Public Relation activities.

Lastly, comes the sweetest part of all work, the results! The brief should include the expected output of the campaign so the team never loses vision of its goal and also receives motivation to work towards it.

The Treasures a Good Marketing Brief Promises

A good marketing brief will surely lead to creation of a prominent brand voice that reaches its target customers and influences them to become one of your brand loyalists. It also leads to success of campaigns that focus on creating better brand awareness, increasing brand ROI, driving in higher website traffic, magnifying social media presence, and any other brand goal.

A marketing brief is crucial for any brand, be it a start-up or an established brand as it helps to maintain a proper brand tone which is consistent throughout different campaigns and on several platforms. For a new company, planning out everything with clear notes and maintaining correct communication is indispensable. A clear and comprehensive marketing brief is a life-saviour for any brand.

Now that you know what a marketing brief is and its importance, sparing zero seconds on second thoughts, get in touch with unwwind. Our team is all set to help you with your brand success journey, focussing on igniting change by providing you with easy and cost effective marketing and communication solutions.