Common Problems When You Plan a Brand Brief

Even with good intentions, issues can arise when creating or using a brand brief. Being aware of these common pitfalls can help you avoid them.

Vague or Unclear Goals

Problem: A brief that says "we want to be more visible online" isn't helpful. It's too broad and doesn't give a clear direction for the work. This often leads to solutions that don't quite hit the mark or satisfy the actual need.

Fix: Ensure your objectives are always SMART (Specific, Measurable, Achievable, Relevant, Time-bound). Instead, aim for "increase organic search traffic by 25% to the website within the next 4 months." This gives a clear target and a way to measure success.

Missing or Incorrect Target Audience Information

Problem: If you don't know who you're talking to, your message won't connect. Creating content for "everyone" often means it resonates with no one. This can result in wasted budget on campaigns that don't reach the right people.

Fix: Invest time in understanding your audience. Create detailed audience personas, which are fictional characters representing your ideal customers. Include demographics, interests, challenges, and media habits. Update these regularly as your understanding grows.

Unrealistic Budget or Timeline

Problem: Setting a budget that's too low for the expected deliverables or an impossibly tight deadline. This can lead to hurried, low-quality work, burnt-out teams, or projects being delivered late and over budget. It often stems from a lack of research into what similar projects typically cost and how long they take.

Fix: Research industry standards for similar projects. Consult with potential collaborators (designers, writers, developers) before finalising the brief to get their input on what's realistic. Always build in a small buffer for unexpected delays or changes.

Lack of Clear Brand Voice or Style Guidance

Problem: If your brand's personality, tone, and visual style aren't clearly communicated, you'll end up with inconsistent outputs. One piece of content might be formal, while another is casual, making your brand seem fragmented and unprofessional.

Fix: Provide specific examples of your brand voice. Include a "do's and don'ts" list for language. For visual style, share a mood board, brand guidelines document, or links to existing content that perfectly represents your brand. The clearer the examples, the better.

Too Much Jargon or Internal Language

Problem: Using acronyms, internal project names, or industry-specific jargon without explanation. While familiar to you, external partners or new team members might not understand, leading to confusion and errors.

Fix: Write your brief for someone who knows nothing about your internal workings. Define all acronyms and explain any specific terms. Keep language simple, clear, and direct. Imagine you are explaining it to a new friend.

Advanced Tips for Brand Brief Planning

Once you've mastered the basics, consider these advanced strategies to make your brand briefs even more effective and your projects run smoother.

Create a "Brief Bank" or Template Library

Don't reinvent the wheel every time. Develop a set of customisable brand brief templates for different types of projects (e.g., website redesign, social media campaign, content creation). Store these in a central, accessible location.

Also, keep a "brief bank" of past successful briefs. These can serve as excellent examples and learning tools for future projects, helping you refine your approach and ensure consistency across your workflow.

Involve Key Stakeholders Early

Instead of writing the brief in isolation, involve key decision-makers and contributors from the very beginning. This includes marketing, sales, product development, and even customer service teams.

Early input ensures that all perspectives are considered, helps prevent major revisions later, and fosters a sense of ownership among those who will be impacted by or contribute to the project. It also identifies potential challenges sooner.

Use Visual References and Mood Boards

Words are powerful, but images speak volumes. Supplement your written brief with visual aids. Create a mood board that includes colours, typography, imagery, and design styles that reflect your brand and the project's desired aesthetic.

You can also include links to websites, advertisements, or other creative work that inspires you or exemplifies what you want to achieve (or avoid). This helps creative teams grasp the emotional and visual direction more quickly.

Implement a Review and Approval Workflow

For larger or more complex projects, establish a formal review and approval workflow for the brief itself. This means clearly stating who needs to review and sign off on the brief before it's finalised and distributed.

Using a project management tool to track these approvals can ensure that no crucial step is missed and that everyone agrees on the project's foundations before work begins. This structured approach minimises disputes down the line.

Regularly Update Your Brand Guidelines

Your brand isn't static; it evolves. Ensure that your core brand identity elements – mission, vision, values, tone of voice, visual assets – are regularly reviewed and updated. If your brand guidelines are out of date, any brief built upon them will also be flawed.

Schedule annual or bi-annual reviews of your core brand documentation. This ensures that every brand brief you create reflects the most current and accurate representation of your business.

Brand Brief Planning Guide FAQ

Final Checklist for Brand Brief Planning Guide

Before you finalise and share your brand brief, run through this checklist to ensure you haven't missed any critical elements.

Once you've checked off these points, your brand brief is ready to empower your team and partners for success.