briefing with colleagues

7 things that should not be missing from your briefing

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Marketing teams in all industries coordinate quite a few projects every day. In doing so, they are constantly in contact with different teams such as internal specialist departments or external service providers. To ensure that agreements are adhered to and ideas are implemented correctly, an information basis must be created before the project starts that picks up all project participants. How? Quite simple: with the right briefing. A consistent briefing process can eliminate misunderstandings even before the project begins.

“We really like the design, but …”

Anyone who works in marketing knows the following scenarios all too well:

  1. The project is in its final stages and the final version will be presented to the internal specialist department for approval. However, this one imagined the final result quite differently. Discussions are held, corrections are made, and deadlines are pushed back.
  2. Within a project, the work of external service providers is called upon. However, the end result does not meet your expectations. Unclear correction loops are opened, the specialist department puts pressure on because deadlines cannot be met and additional costs are incurred.

These additional correction loops cost time and nerves and could be avoided by clear agreements. However, clear agreements often fail even before the actual start of the project, namely during the briefing. Whether for internal projects or cooperation with external service providers – the right briefing is the cornerstone for a successful project process. In the briefing, the right questions are asked so that you, as the marketing team, or your external service provider, can proceed in a targeted and imaginative manner.

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What actually defines a good briefing?

Your briefings should ask the right questions to define ideas as best as possible. The questions should be formulated clearly and concisely.

Because every project is different, the standard briefing often reaches its limits. Therefore, it is useful to have different briefing templates ready for different project occasions. Because an external service provider needs different information from you when it comes to a print medium than when it comes to renewing your website, etc. With the teamnext | Media Hub, you have access to a pool of briefing templates that you can adapt and expand as you wish.

What can’t be missing from my briefing?

There are some points that should not be missing from any briefing, regardless of the project occasion. They ensure you and your service providers have a common understanding of your project vision.

Initial situation

What is the initial situation and what is the project occasion? Important information about the company’s history and vision, as well as its current position in the market. This information is important so that your service providers can get an initial overview of you and your starting situation.


What do your organization and your products or services stand for? Are there any special features that could be highlighted at this point (e.g. price and quality)? What sets you apart from your competitors? Your one-sentence message helps your service providers better understand your vision.


What do you want to achieve with the project? Increase the awareness of your products / services? More presence on social media channels? What exactly do you expect from the collaboration with your service provider? In order to rule out misunderstandings in advance, the objective in particular should be precisely defined.

Target group

The target group must be determined as precisely as possible. People of what gender, age and income should be targeted? What tastes and values, views, attitudes, pursuits or lifestyles should this group possess? Important at this point is also the question of when and to what the target group should react. The more precisely the target group can be identified, the more targeted the implementation.


Draw attention to compliance with certain design specifications in advance. Should a certain font, colors and logos be used? How should the target group be addressed (e.g. promotional or informative). The more precisely the intended design is described, the greater the chance for your service providers to accurately reflect your ideas and avoid unnecessary correction loops.

Stumbling blocks

Not only the strengths, but also the definition of the potential stumbling blocks can be of great relevance. If you can already name a few points at this point, you can work together with your service providers to counteract potential challenges in advance.

Time and budget

A deadline and budget specification avoid misunderstandings and provide a clear structure for creating a schedule.

Want access to a pool of briefing templates to help you and your service providers start projects easily and consistently? Then simply try out the teamnext | Media Hub free of charge!

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