Free Template: How to Write a Great Marketing Brief

by Marielle Reussink

Whether you’re just contemplating hiring a consultant or freelancer for the first time, or you’re already managing a team of in-house and external marketing partners, learning how to properly brief your team is a skill that will always serve you and your business.

When you hire someone to help you with your marketing, you’re entrusting them with your brand. Does that sound scary to you? It doesn’t have to be! Instead of thinking of it as an exercise of letting go of control, consider it your responsibility to make sure your brand is always held up in the best possible light - and true to your vision!

The first step is to make sure you’re hiring the right people to work with you. From there, it’s your job to give everyone you bring on board the information and inspiration they need to do their best work.

Why Do You Need to Brief Your Partners?

One of the most important attributes of a strong brand is consistency.

As your business grows you may find yourself relying on multiple different people to tell your story in different ways. Perhaps you have a social media consultant, a PR agency, and a graphic designer all working on separate but related projects. If each of these consultants has full creative freedom, odds are you’ll end up with a brand experience that’s confusing for your customers, and ultimately not very helpful to your business.

Even if you’re hiring people you really respect to help you with your branding, there’s no one who knows your business better than you. By providing clear guidance, you can help your brand partners produce their best work, work that feels authentic, intentional and cohesive.

To build a consistent brand, everyone should begin with the same clear understanding of what you do and who you are. And on that note, don’t be afraid to introduce your partners to one another. Sometimes the magic really happens when everyone in the team has the chance to come together to put their heads together!

What Should You Include in a Brief?

No matter how big or how small the project, it’s helpful to start off with an introduction to your brand, your business, and your overall objectives. This will set you up for success from the beginning, instead of leaving everyone to interpret things in their own way.

Depending on the scope of the partnership, you should also include expectations for the project itself. This will ensure that everyone is aware of their role, and how it fits into the bigger picture.

The more you share with your partners, the more they’ll be able to help you. When in doubt, it’s always best to provide as much information as possible. Leave it to the team to decide what they need from your inputs.

Is There Anything a Brief Can’t Do?

Hopefully, by now you’ll agree that providing a solid brief is a useful way to kick off a partnership. But just remember, it’s only a first step! Over time as your business evolves, it’s important to check in from time to time to make sure everyone is still on the same page.

Also, keep in mind, as you launch new campaigns or prepare to make changes to your business, let your partners know in advance, so they can prepare to support you when the time comes. This is especially important if you’re doing a rebrand or a brand refresh. You may find you need to create a new brief to send to your existing marketing partners, including people who know your business inside and out.