You can’t do it all, right? Whether it’s lack of time or limited knowledge, it’s best to engage a specialist for some projects. You’ve come to terms with this and you’ve even found yourself the expert business to work with – aka your ‘warrior’ – great news!
So, now what? The next step is to develop your brief and immerse your warrior in your business. Whether they’re a photographer, website developer, graphic designer, public relations specialist, or all the above, the more your warrior understands about your business, the better the solution they can provide.
Let us give you a simple example...
You can’t expect a chef to serve your favourite dish if you don’t tell them what you like, right? And your hairdresser can’t give you a cut that’s on-point if you don’t share your thoughts and ideas on what you want. The same applies when you engage external support for your business.
This means that you need to pause, think, and write your brief. And we suggest written over verbal so that you can work through what you need – even if you only manage bullet points on a post-it-note!
This all makes sense you say, but where do you start? Here are our tips to brief like a boss.
1. What does success look like?
It’s important to set clear, objective, and realistic goals, so you know what success looks like. You don’t need to know how to achieve them – that’s the job of your warrior – but you do need to know what you’re striving for and by when. When setting brand objectives, start by asking… “I want to improve or increase…”
» Brand awareness
» Market share
» Brand engagement
» Consumer loyalty
» Distribution
Or it may be something else! There are a wide variety of marketing activities that can be tailored to help you achieve your objectives, including advertising, public relations, digital marketing, events, and sponsorship. And asking these questions before you seek assistance will help you identify your aspirations.
2. What do you need help with?
Understand what it is you need from your warrior, and clearly articulate.
For example, you’ve engaged a photographer for content. You need to think about A) what photos you want and B) where you are going to use them. By articulating how and where you will use them will allow your photographer to take the right style and format to meet your needs.
For instance, you might need them to take your social media to the next level and provide content for EDMs. Or you might need them for a public relations push, and you want to provide editors with plenty of choice. Or you might be embarking on an advertising campaign! Whatever the reason, being clear on your purpose means that you’ll get the right material for your marketing activities.
3. What do you want to say?
Think about what it is you want to say, and how you want to position your brand. You know your story better than anyone else, and while people like us can help you refine it, you know it best. So, think about what makes you different or unique, what you want to be famous for, and your key messages. Know your brand! And of course, who you will be talking to – your target market!
Also think about whether there is something you want to promote (a new brand or product), or if you simply want to build your brand. Whatever it may be, get a handle on your message before you engage your warrior for a productive first encounter!
4. What’s your timeline for success?
A goal without a plan is just a dream! So, whether it’s written in stone or an approximate date in your head, lock in a deadline.
Be ambitious while also being realistic.
5. What’s your budget?
It’s important to understand what you’re prepared to invest to get results. If you’re feeling ambitious, then put a decent budget behind your marketing activity, but do so with a plan, and understand where you’re spending, and what this is likely to achieve (not all marketing activity translates into instant sales) – marketing is a long term track to success.
Work with these tips and you’ll be briefing like a boss in no time. And of course, feel free to contact us if you need assistance with brand marketing.