The importance of briefing in digital strategy

September 29, 2022

“Hello, I need a website.” This is how many of the conversations with our clients begin. They are clear that they want to digitize their brand or build a successful e-commerce, but many times they do not know exactly what they need. Right there lies the problem, in the lack of definition. That's what we're going to talk about in this article, how to define a briefing on digital strategy.

If we are not able to fine-tune the digital needs of our clients as much as possible, the possibilities of failure multiply. And a good briefing is the key. It not only allows you to accelerate the project, but also to establish the correct direction of the team and resources.

Getting it right is always the goal, as well as fleeing from false steps and false expectations. The objective is to design an excellent roadmap that allows us to achieve excellence. But let's start at the beginning... What is a briefing? It is a document that companies share and, when done well, becomes an excellent communication tool between them.

Getting it right is always the goal, the key: a briefing

A good briefing for a digital strategy project has all advantages, here are some:

  1. Clear definition of the project.
  2. Savings in equipment time (which has a direct impact on the budget) and energy.
  3. Productivity increase.
  4. It allows establishing optimal execution of timings.
  5. Control of expectations.
  6. Motivation of the team in charge of executing the project, since it has clear guidelines and timing and this allows the client's recognition once the project is finished.
  7. Client satisfaction, given that with a good briefing and good execution your objectives are achieved.

Knowing the importance of carrying out a good briefing, why is it not always done?

  • In many cases this is due to the time factor. When deadlines are very tight or when the client is in a hurry, there is a tendency to start from scratch. This is still a paradox, since what can most accelerate a project with very extreme deadlines is a good briefing.
  • In others, due to lack of experience or not knowing how to undertake it. There are times when the client is an example of rigor and sends a document with all the necessary information, but if this is not the case, our recommendation is that they always be sent a battery of questions that manage to provide the maximum possible clarity to the project and execute our own briefing.

And, finally, because the client does not have all the answers. This may seem curious, but we encounter this situation often. What to do with that client who is not clear about what they want or what they need? The ideal is to invest more time if necessary and work together to define as much of the project as possible.

When deadlines are very tight or when the client is in a hurry, there is a tendency to start from scratch.

Here we leave you a list with the information that it is recommended that a good digital strategy briefing contain:

  • Brand identity manual: To have completely clear visual guidelines (logo, fonts, colors, etc.).
  • Marc's Philosophyto. Storytelling, values, insights... Everything you need to know the intangibles of the brand.
  • Historical: Analyze what they have done to date and what digital platforms they have worked on to draw conclusions, past KPIs and general feedback.
  • Brand context. News, sector, competition, competitive advantages and differentiating factors.
  • Market references. Identify the brands that are an inspiration for our clients and analyze what added value we can provide.
  • Project objectives. Define the KPIS desired by the client.
  • Target.  Who is our target audience and our potential audience is key to knowing how to reach them.
  • Strategy to follow. Define the roadmap that we are going to follow to achieve our objective.
  • Budget. The more the budget, the more resources we can use to achieve the project.
  • Timming. Execution deadlines, delivery date, follow-up meetings, etc.

This list is at a general level, but as we already know, each brand is different. Next, we would also have to go into details that are already exclusive to each brand and specific needs.

How many times do we at Midrocket find ourselves faced with projects with a perfect or almost perfect briefing?

The truth is that many fewer than we would like, but every day we dedicate more time and resources to this first phase. We try to help the client define their needs almost to the millimeter. Getting it right is the key!

Whether you have a multi-page briefing in your hands or you have no idea where to start writing it, ask mid-rocket!