In business a client brief refers to a document that details the requirements of a project and the solution required. The word brief means a set of instructions given to a person about a job or task and to instruct or inform (someone) thoroughly, especially in preparation for a task. In this blog post I write about the purpose of client briefs and the things that need to be included in yours.
A ‘brief’ history
Brief is a French word that derives from the Latin word ‘brevis’ meaning summary or short document. In English the word denotes shortness or conciseness — chiefly in speech or writing or in regard to time, as in ‘a brief description’ or ‘a brief visit.’
The word brief originally referred to an official letter or mandate, especially a papal letter on matters of discipline, before being applied to legal matters. Generally today, the word simply refers to a short statement or report of something, as in ‘a news brief,’ or a set of instructions regarding work to be done and areas of responsibility. In a court of law, brief refers to a concise statement (or memorandum) of a client’s case that is written for the instruction of an attorney, or to the formal written presentation of an argument that sets forth the main points regarding a specific motion or point of law with supporting precedents and evidence.
Have you ever wondered how underwear came to be known as briefs? In the early to mid 19th century, both men and women wore drawers (loose type of knee length trousers suspended from the waist), men also wore hose (long johns) which extended to the ankle but as fashions changed, underwear became shorter, becoming known as ‘briefs’, it is believed because of their ‘brief’ length.
How does a client brief work
The purpose of a client brief is to ensure both parties are in agreement with what needs to be delivered, how it needs to be delivered and by when. There are two parties involved in a client brief — the client and the person or company the client hires to work for them. When starting a project, it is essential both parties understand the requirements and goals, as such the client brief is crucial in establishing effective communication.
Reduce misunderstandings and ambiguity
Client briefs are standard practice in many industries because they reduce misunderstandings and ambiguity. After the client creates the brief, they communicate it to the person or company they approach to undertake the work and that person or company will go through the document to establish what the client requires from them, whether they can deliver on it and what price they should charge.
A brief ensures the timely completion of the project as per the client’s instructions and enables the person or company undertaking the work to follow the client’s exact specifications. In case of any confusion, both parties can refer to the brief which provides a useful resource, containing answers to any questions about the work and assurance that the client’s expectations and goals for the project are being met.
Must haves
A client brief will vary from project to project but there are some ‘must haves’.
- Title and description
Give your brief a title and a short description so everyone involved understands what the project is and the role they play in it. - Goals and objectives
Why does the project need to be undertaken? What will successful completion of the project look like? These may seem obvious questions but you need to define the goals and objectives of the project upfront. Ask yourself what the work needs to accomplish and how you will know if you have met your objectives. - Stakeholders
Identify all stakeholders upfront. Everyone involved in the project should know who is involved, who is responsible for what and how their work impacts others working on the project. - Know your client
Knowing your client will enable you to better tailor your work to them. Spend time with them to understand what they value, want and need from you that they cannot get in house. Are there areas when the client is willing to be flexible and what is non negotiable? - Budget
Include exact numbers and costs — if the budget is shared across a number of requirements, detail what the spend is on each. - Timeline
Establish a timeline early on. Decide on a start date and end date and if possible as many important dates as you can in between. - Project specifics
This section of the client brief needs to include specific tasks or requirements, so, if say the work requires the creation of a document, things to include here would include layout, fonts and tone of voice. If a client has branding guidelines it is important these are provided and examples of work previously done for other projects would also come under this heading.
Scope creep
Scope creep is a term used to describe significant change to the original brief which occurs due to the evolving needs of the client as a project progresses. Including the ‘must haves’ detailed above will reduce the chance of scope creep, however it can still occur, which is why it is important to outline the scope and exact specifics of the project in a written document which both parties can refer back to. If the brief changes midway through a project this is perfectly acceptable but clients should expect to be billed extra for any additional work that falls outside the original scope of the project.
Future proofing
Your brief may include more points than those listed above but they provide a good road map on which to build upon. Allow yourself enough time to write a comprehensive brief as it will pay dividends down the line. The more you can nail down about a project at the start, the less problems and questions will arise later.
Further information and sources
- Indeed: What is a client brief? (including steps to write one)
- Indeed: What is a client brief? (plus how to write one)
- Indeed: What is scope creep – common causes and how to avoid it
- Merriam Webster: A brief on ‘brief’ and ‘de-brief’
- The Conversation: A brief history of ‘briefs’
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