Why should you invest proper time and effort into writing a decent brief for your designer/writer/whatever?
Because it will save you time, it will save you money, and without question, it will improve the quality of your project (regardless of whether you are briefing me or briefing yourself as suggested in my Handy Guide To Writing)
Before we get into the ideas or the timelines or who has the final sign-off or even what the budget is, more fundamental questions need asking first...
"What is the problem that you are trying to solve?"
Before we worry about anything else, this is the one question that needs the most considered answer. Without it, we are all only working on assumptions. This is not the same as telling me (or anyone else) what the task is. "I need a new logo", "We want a brochure" "You have to write a blog article about XYZ".
You need to know "why?". Why do you need a new logo? Why do you want a brochure? Why do you think a blog will work for you? Just saying what it is you want without first identifying the problem that needs solving will simply result in answering a question that no one asked. Will a new logo solve your image issues or does something more fundamental need addressing first? You want to be able to give your customers information about your product, but is a brochure really the best way to do that? Does anyone actually read your blog? If not, then how will they find it?
Yes, lots of creatives and agencies will bill themselves as "problem solvers" (see my Handy Guide To Creativity regarding originality), but you don't want a generic problem solved. You don't want my idea of what your problem is solved. You want your problem solved. So if you can answer that question with real specifics, then in the words of Rick Blaine, I think this is the beginning of a beautiful friendship.
"What is the problem that you are trying to solve?"
Wasn't this the last question? Yep, but just like in Fight Club, the first rule is worth repeating.
"What is the ideal outcome?"
You have verbalised the problem; now do the same for the result. Where do you want to be when this project is all over?
Ideally, you will have three answers for this:
1) The outcome you would be happy with.
2) The outcome you think is achievable.
3) The outcome that would make you feel like you had won the lotto?
Excellent, we now know where you are starting from and where you are going, so let's get going...
alex@travelscribe.com - (+61) 0434 080688