The Mood Project’s definition of a good briefing: context, context, context and strategic opportunity.
At The Mood Project, we still believe that a good briefing makes all the difference in the development of any project. But what makes a good brief?
As you may have already guessed, the two fundamental pillars on which a good brief should be based are context and strategic opportunity. So let’s explain what each of these mean:
A good brief should provide context for those developing the project. But only the strictly required context. We must provide an understanding of the brand’s situation, the motivation or motivations that led to the current needs, the brand’s previous limitations and concerns, or those of its competitors. Providing context that goes back to the founding of the company is rarely necessary. The real value lies in synthesising what is truly relevant regarding the brand, business, public perception, and competitors.
Contrary to what many people think, the brief is more than just dumping the content of a meeting onto a document. The brief is actually the cornerstone of a project’s kick-off and the first strategic challenge our consultants face. At The Mood Project, our executive consultants analyse the context, understand the client’s objectives and history, and detect opportunities for the brand strategy to thrive. This allows them to set a clear path towards achieving the objective.
The best way to conduct a briefing is to brief properly. This means not just sending the relevant document by email but also setting up a small meeting with the entire team to discuss the necessary aspects, address any questions, provide additional information, and establish a common foundation for the project.
So, if you are setting up a branding project and think The Mood Project can help with the briefing, please don’t hesitate to contact us.