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What is a "Briefing" and What is its Purpose in Visual Identity?

Despite this post on briefing being dedicated to the studio's clients, designers reading this blog will also relate quite a bit. After all, let's agree, colleagues, that there's nothing more despairing than when a client says "I trust your creativity."

Isn't that true for you? It is for me, because besides the client placing all the project's responsibility on my shoulders (which is a mistake), I'll have to guess what they want.

And that takes up a lot of working time, making it less practical and tiresome.

And worse: I charge for alterations from the 4th modification onwards, so it becomes more expensive for the client too.

Every creative process needs information on what needs to be done so that the professional can use their creativity and create the project. It's no different for designers.

We who work in the field of arts and design are indeed creative, we work with ideas, but we don't have a crystal ball.

We need to know initially what the client needs, what they have in mind, and what they expect from the project so that we can create it in the best possible way.

Otherwise, we'd be shooting in the dark...

Because although it may theoretically seem better to have the freedom to create, excessive freedom can block the process and make it more time-consuming.

Many professionals are reluctant to have a form because they think being creative is synonymous with being "disorganized."

So, they spend months and months trying to "hit and guess" what the client imagined.

The client even starts to lose confidence that their project will be completed because there are so many alterations that the client is already looking for another professional while becoming frustrated with the hired designer.

Now, let's be honest, it's already difficult for us to know what we want ourselves,

imagine for the next person, right?

That's why the briefing becomes a bridge between the client's mind and the professional.

Okay, but what is a briefing?

The briefing is a form. It's just that. The marketing and design folks love foreign words, neologisms, but roughly speaking, the briefing is a form where you, the client, should provide information such as:

  • Business data

  • What type of services/products your business provides

  • What your purpose is in creating the visual identity

These pieces of information enable the designer to have greater control over the creative process and advise you on what is best for your type of business.

What SHOULD NOT be missing in a briefing?

  • The purpose of your brand

  • The target audience you serve (and no, it's not everyone)

  • What message you intend to convey to people

  • What you like and dislike (colors, shapes, fonts, etc.)

  • Your mood board with photos, color palettes, and things that inspire and visually convey the idea of what you intend to convey with your visual identity

I consider these items essential, crucial, MINIMUM to start a project. Without them, I can't even have the slightest idea of what the client needs, where I should go with the project, if I don't even know the type of business this client has or who will be the people buying from this client.

It's important to emphasize that the briefing is not the same for everyone.

Each designer knows the best way to ask and extract information from their client, so each designer has a different briefing.

How should I fill out a briefing?

If the designer you hired is professional, they sent you a briefing, with some of the questions above (or even more than these).

The briefing is fundamental (and yes, I'm really trying to convince you that it's very important).

So, read the questions carefully and answer them according to what was asked of you.

For example, if the designer asks you to talk about your target audience, it's important to answer who are the people buying from you.

Even if you have a children's clothing store, the ones buying from you are not the children, but their mothers and fathers.

So your target audience is the parents of the children, not the children themselves.

Therefore, this completely changes the project's focus. Creating a project focused on children won't make you sell because children don't buy.

You have to win over the hearts of moms and dads so that they feel confident and willing to buy from you.

What happens if I don't respond to the briefing?

Simple and quite sad: you will have spent a lot of time and investment on a visual identity that probably won't give you any return because it was done without any preparation or planning.

It's like building a building without the planning of an architect.

It's going to look awful, isn't it?

So, clients: pay attention to the briefing, fill it out with care and dedication, after all, many of you spend months saving money to invest in your dreams.

Don't waste your money out of laziness to fill out the form that will be the basis of your project's conception.

Remember: visual identity and branding are investments that can make your company grow exponentially.

It could be the chance of success for all of you. Don't underestimate the initial process.

How can I, as a client, make the creative process better?

It's quite simple too: be present! Respond to your designer's emails and WhatsApp messages.

Read about your business niche, get as much information as possible about your competitors. All of this can help the designer create more quickly and, most importantly, accurately.

And consequently, your briefing will be quite robust.

Your designer will thank you so much that they'll deliver a project beyond your expectations.

Always remember: the project is 50% the client, 50% the designer.

I hope I've helped. If you have any remaining doubts, complaints, or problems, don't feel oppressed, I'll be here with open arms to welcome you and answer everyone's questions.

Thank you very much for reading this far. For quotes, click here!

Kisses and until the next post.


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