Branding

Developing a Brief

There are five areas that should ideally be included when developing a brief…

1. A Profile

We will need to know the facts about your company and product, including how it is perceived or positioned in the market place, its competitors, and its strengths and weaknesses.

2. The Target Audience

Who do you want to talk to? There may be several groups. The people who will use your product or service may be one target audience. For some products, though, the people who buy them are not always those who use them – toys are a good example. Other target audiences may include your suppliers, people in a certain age or economic group, local communities or even your competitors. Who are you aiming for? Take an honest look at how these people presently view your company, product or service. How would you like them to view you?

3. Aims and Objectives

Divide these into short, medium and long term goals. Don’t be afraid to set specific goals and structured time frames. That’s how you’ll gauge the effectiveness of your overall marketing. Include aims for your image, and sales aims (dollar return or market share).

4. The End Use

What is the design to be used for? If it’s to be used on packaging, or to be photocopied a lot, these needs will have to be taken into account during design. Make sure you let us know if you’ve had problems in the past which have been related to design.

5. Budgeting

Make sure you have a clear idea of what you’re prepared to spend. Remember, ideas are not the expensive part – putting them into practice is where the money is spent.

Talk to us about what can be achieved within your budget. Make a list of the things you definitely need done, then prioritise them. Think too about the level of co-ordination you will expect from Adstract Art – do you simply want a piece of artwork prepared, or would you like the printing and production organised as well.