Overview
This is the final version of your brief. When we say "brief," we mean that intentionally. The final document should be no more than two pages, single spaced.
In this final version, you will provide concise direction for a specific set of actions that your brand should take with a clear goal of growing the brand either through bringing in new customers or expanding brand usage by existing customers (or both). The brief should be for a specific action or assignment--not just a broad briefing for general strategy. It's your choice what that assignment will be. It should focus on one of the five "impact areas" we will have studied in the early modules of the class:
- Brand product (such as a new product offering or innovation)
- Customer service (some set of actions that would focus on direct customer connection)
- Customer experience (a change or innovation that improves how customers use or interact with a brand)
- Design & access systems (any design oriented innovation that will make the brand more noticeable or easy to use)
- Communication (such as an advertising, PR, or branded content initiative)
Briefly describe the assignment. This should be short--no more than a few sentences.
Based on the assignment you envision, you should write your brief as if it's intended to be for teams of people who will be implementing the actions you want to take. If, for example, your assignment is to redesign the physical stores for a restaurant brand, it should be aimed at designers.
In the remainder of the brief, follow this outline:
- Context--What is the current situation of the brand? Set the stage for what you want to do. Give us the most important information needed for background on the brand--but keep it concise (remember, you only have one page, so don't give us the brand's ancient history). Look at this section as your level-setting opportunity, a sort of, "these are the most important things you need to know about his brand and situation.
- Goal--What do you want to achieve? Are you looking to enter a new market, grow an existing one, some combination of both? Get as specific as possible with what you want to accomplish. Very important: don't confuse a goal with a tactic or strategy, i.e., don't say your goal is "to launch successful social media campaign." Tell us what you want to achieve to bring about brand growth (market share increase, establish a certain level of trial, improve brand reputation).
- Key Insights--What are one or two important things that will guide your actions? What have you learned about consumers that will help you in this effort.
- The Main Idea--What is the most important thing that will guide what you do? What should be the main idea behind the action you're taking? KEEP THIS TO ONE SHORT SENTENCE. MUST BE CONCISE!
- Supporting Ideas and actions--What are a few key ways to implement that main idea? Remember that the purpose of the brief is to give guidance to a team or teams who will take direction and carry out the full assignment. So plant seeds, offer possibilities, suggestions for action.
- Measurement/evaluation--How will you know you have achieve your goal or goals?
LENGTH: No more than two pages, single spaced