The Importance of Getting the Brief Right

It's all in the planning. The more you plan you, the better your results will be. I often get emails from prospective clients asking the wrong question first. Usually, it's something like: "I'm thinking of having a video for my company, how much will it cost?" It's tough to answer this with little or no information. You wouldn't go to a car dealer and say, "I want a car," without some idea of the model or what you want to spend? It's the same when you're looking for a video company or person, and the best place to start, even before you begin looking, is to write a brief 

Don't just be a quote collector 

I receive many enquiries, and a large percentage of these have not been thought through. I can almost imagine the scene in which a business meeting is taking place about a new website. Someone announces, "We should have a video," and afterwards the marketing assistant rushes out to get a quote with no real idea or regard to what they want. For this reason, the idea rarely turns into reality. You must plan for your video, as it should be a significant part of your communication strategy. Don't leave it to a junior member of the team to source, as all you'll get is a set of numbers on a quote, and it's hard to make an informed business decision by looking at a piece of paper. 

If you are not sure how to proceed or engage with a video company or commission a video project, contact me first for a free strategy consultation over a zoom call.

If you think it's expensive to hire a professional to do the job, wait until you hire an amateur." Red Adair 

Writing a video brief 

The brief is the document you give to the production company informing them what you want in your video. Think of it as a cross between a manifesto and a shopping list. Divide it into the content:

• What messages you want to convey
• Who you want to appear, e.g. the interviewee or CEO
• Who is your audience
• What do you want them to take away
• What you want the audience to see
•  How you want the video to look and feel
• and, most importantly, the results you want and visuals

Give as much information as you can. For example, if you love the opening sequence on Top Gear, explain that's the kind of look you want. Then give some guidance on logistics – is the location you wish to film at only available on a Thursday, for example?. 

An indication of the budget is also important to provide. Don't be shy in sharing this number, it will help the video producer determine what they can deliver for the price, and will give you a point of reference to compare with other quotes. Finally, outline your timescale. The brief is not a stand-alone document, but it should be a handy reference during the whole production process, especially at the start of your relationship with the video producer. 

The seven key tips on how to write a brief: 

1. Introduce your company and quickly establish the purpose of your video - Doing so will set the tone for your project and, consequently, the rest of the brief. Write it clearly and concisely. Your objectives will determine the style, duration and content of your video. 

2. Establish your target audience. Who is your video aimed for? What is their level of understanding of the topic? What are the key messages you want to get across? What do you want your viewers to Think, Feel and Do? 

3. Detail any background information surrounding the project - For example, you may give some information about a new product your company is promoting. Map out some of your stylistic expectations for the project. For example, you may be using actors in your video or relying on skilled staffers to demonstrate your product's functions. As far as narration is concerned, determine whether you will include a voiceover and background music. If so, state the genre (this may depend on your intended audience). 

4. Key considerations - Is there any content that must be included, e.g. any particular messages, an interview with your CEO? Is there any existing video footage that could be used? Where is filming likely to take place? Are there any specific constraints? You should also work out a project deadline that will, ideally, be about one to three months away. 

5. Is there a type or style of video you think you want? YouTube is a great resource for seeing what is out there. Take a look at what your competitors are doing. Although you probably don't want to copy them, it could inspire you to make a video better than theirs. Again, type and style are not set in stone. Depending on your budget, you can ask the company how they would approach your project, as some will suggest some creative ideas. 

6. How will the video be distributed? Where will it be distributed? Will the video be part of a promotional campaign and need different versions for social media platforms? If not, be sure to ask the video company what your options are. 

7. Set a production budget - As with the rest of the brief, this will not be set in stone, but you should at least have a ballpark figure for the production company. You will also need to work with your accounts/financial/procurement team to work out what processes you are required to follow. Setting a budget will help the video producer show what they can deliver for this price. Quite often they will quote under the figure you give, in the hope, this will differentiate them from other companies. 

In the next article, I will cover sending out the brief and how to evaluate the responses and decide who is the right video company for you.