Crafting the perfect brief: A PM’s guide for charity web and design projects

Introduction

Before starting any new project with an agency, you’ll want to set time aside to devise a brief. Whether you’re launching a website rebuild or tackling smaller web updates, learning how to write a brief should always be your first step.

A brief serves as a comprehensive guide that outlines the scope, objectives, and expectations of a website or design project. Using a brief template ensures that everyone involved in the project’s delivery is on the same page, helping to align expectations and digital strategy goals. 

So, no matter the size of the project, a brief is an essential part of its success. To help you get started on your next website or design project, we’ve put together a guide to take you through all the steps to creating the perfect brief. 

Remember: A well-structured brief serves as a roadmap for the agency, outlining your expectations, preferences, and project goals. It ensures that both parties are on the same page and reduces the risk of misunderstandings.

Identify key objectives and goals

The first step in learning how to write a brief is identifying your key objectives and goals for the project. What are the primary outcomes you wish to achieve? Why are you undertaking this work? Whether it’s to increase user engagement, improve site functionality, or enhance your brand’s visual identity, being specific about your goals will guide the agency in tailoring their approach to meet your needs.

Outline both short-term and long-term objectives, and consider how this project fits into your overall digital strategy. Clear goals not only provide direction but serve as benchmarks to measure the project’s success. This applies to smaller scale projects too because every new functionality or change will have a purpose or an objective that needs to be met.

Detail your brand identity and audience

A critical component of your brief is a detailed description of your brand identity and target audience. Provide insights into your brand’s mission, values, and unique selling propositions. Include any existing brand guidelines, such as colour schemes, typography, and tone of voice. This helps your agency understand who you are and where the challenges and opportunities are with your existing brand.

Understanding your audience is equally important for your agency. Offer demographic information, behavioural traits, and any other relevant data that paints a picture of who your audience is. This can help the agency create quality design and functionality that best resonates with your users and inspires action. The more information you provide, the better the agency can tailor their solutions to meet your brand’s needs. 

We are likely to have this information for all of our existing clients here at Studio Republic, but it’s always useful to ensure we have the up to date guidelines and information on brand and audience!

Specify design and functional requirements

Next, clearly outline the design and functional requirements for your project. This could include specific features you want to implement, such as a new module, e-commerce capabilities, or interactive elements. Be as detailed as possible to avoid any ambiguity. If you’re not sure what functionality you need, explain in detail what you want to achieve and we can help advise! 

In all instances, it’s always useful to share any design inspirations or references you have in mind. This part is really important to ensure we can deliver a product that meets your expectations and aligns with your vision.

Set clear timelines and budget expectations

Another critical element of how to write a brief is establishing clear timelines and budget expectations. Specify any critical deadlines, such as launch dates or key milestones and any internal pinch points that resourcing needs to be mindful of when scheduling the work. This will help the agency plan the workflow and allocate resources effectively.

Be transparent about your budget from the outset. Providing a realistic budget range allows your agency to propose solutions that are effective and in line with your financial constraints. Clear communication about timelines and finances ensures that the project stays on track and within budget keeping everyone happy!

Try our brief template

All the above tips should give you a clear overview of brief requirements that optimises a small website or design project’s success. However, we have gone one step further at Studio Republic and have a template brief you can use and download for all your future projects:

Remember: While a template brief provides a solid foundation, it’s essential to customise it to fit the unique needs of your project. Flexibility and attention to detail in customising your brief can significantly enhance the project’s success and ensure it meets all expectations.

By clearly defining what you want to achieve, you provide the agency (us!) with the necessary context to deliver a product that aligns with your vision. This helps in setting the tone for the entire project and establishes a foundation for effective collaboration.

If you want to learn more about writing a brief for larger, more complex projects such as a full website rebuild, click here to read more.