The Design Brief

At Ibis Marketing, we pride ourselves on the help and advise we offer our clients. We are on hand from the very beginning to get your project off to a flying start, but it is still important for you to create a brief pinpointing exactly what it is you want the project to achieve. Making decisions will be quicker and easier with a brief in place, and you will feel in control and fully involved from the word go. If you've never written a brief before it can sound more daunting than it really is and remember we are always on hand to help if required.

Here are a few points to get you started:
Look at other companies' promotional material, particularly businesses within your own field, and write down what elements you like about them. And what you don't like. This could be the elegance of their logo, the atmosphere created by their brochure, or the impact of their website.

Consider what the principal aim of the project will be - is it to generate sales, create brand awareness, or simply to give information to existing and potential clients?

Give a detailed profile of your company - describe your products or services, your target market, the image or style you aim to portray, what sets you apart from other companies in the same field, and who your competitors are. The target market should be explained, is it mainly business to business or business to consumer or a mixture of both. As individuals the importance might be age, gender, education and position in the social economic scale.

Which words best describe the way you want your communication to come across:Professional, business like, smart, serious, fun, friendly, approachable, small, big, innovative, clever, young, traditional, whacky, quality, cheap, good value, expensive, local, national, European, International and any other descriptions that would help the tone and manner of the company or service.

Corporate Identity:
Your company's logo is the most important aspect of your identity and communication, as it creates a first impression for customers. Spend some time considering the values that your company represents, as this is what your logo should reflect.

Consider your target customer. Who is your current market? What future market do you want to reach? This will have a significant bearing on the image you portray, helping you decide on a classic look or a more contemporary feel. Again, consider your competitors. Provide some examples, both good and bad.

Websites:
You will need a basic idea of what you want the web site to incorporate - company info, product listings, services, a news section, the ability for customers to select and purchase directly from the site? Roughly how many pages do you imagine your web site will need?

This will help you to gauge what services you might need us to provide- depending on what you want the web site to do , you may require database/ecommerce software, photography, copywriting, animation and sound, or additional graphic design (for a new logo, for example). Would you like to update parts of the web site yourself as and when you need to?

Design for Print:
With any advertising material, from company stationery to a brochure, it is vital to think about the content and the aim of the publication. Whether you are looking for increased brand awareness or are planning an aggressive sales campaign, we can generate a wide range of solutions to suit the project.

Consider the practical details. Is it a colour brochure and is it to be used as a mail shot therefore size and weight might be important considerations.

Budget:
If you have a budget and timescale it is worth mentioning these now. Your designers will be able to assess just how realistic they are and advise on any likely difficulties. A good designer will be asking these questions so better to be prepared.