In today’s world, where online presence is an integral part of every business’s success, preparing a brief has become crucial to ensure that a new website or advertising campaign is tailored to the client’s needs. A brief, a short document containing key information and project objectives, serves as a bridge between the client and the creative agency. This article will examine what briefing is and why a well-prepared brief is so important in creating effective online stores and advertising campaigns.


What is a Brief?


A brief is a detailed description of an order containing information about project goals, target audience, client’s expectations, and any relevant details. It is a document that serves as a starting point for the agency, helping them understand exactly what the client expects.

A good brief is crucial for understanding what the client truly needs. As a commerce agency, it allows us to tailor our actions to the client’s specific business goals, translating into the effectiveness of our efforts.


How to write a Brief for an online store?


When briefing a new website, it is essential to define the business goals, visual expectations, and functionality precisely. Additionally, it is important to consider the company’s unique features and values, which should be reflected on the website.


Radosław Opałko, Head of Sales & Marketing, adds:

A website and an online store are the company’s online business cards. However, it is essential that during the briefing, we focus not only on aesthetics but also on conveying the values that the company represents. To provide an accurate estimate, it is necessary to understand the business and sales model and grasp a few technical aspects that may seem complicated at first glance but can be easily understood with expert guidance. As professionals who have been conducting client meetings for years, we know that not everyone is knowledgeable about everything, and our task is to gather the necessary information in a non-invasive and stress-free manner so that both parties are satisfied at the end of the process.

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Briefing Process for Advertising Campaigns


A good advertising brief involves identifying the target audience, specifying advertising channels, and setting a budget for advertising campaigns. The brief must also include the expected results and campaign success indicators.

Lidia Malcherek, Business Development Representative, notes:

The first meeting is crucial to prepare a suitable offer tailored to your needs. The more information you provide to the agency, the smoother the further cooperation will go.


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The Importance of the Briefing Process


The briefing process is fundamental because it allows the agency to provide clients with a perfectly tailored solution. A lack of a precise brief can lead to misunderstandings, project delays, and limited effectiveness of marketing activities.


Content of a Good Brief


To write an appealing brief, it is crucial to convey information about business goals, a target audience description, competition, visual expectations, functionality, and budget. The more information provided, the better the agency will understand the client’s expectations.

The content of a good brief should include:

  • Business goals – a precise description of what the company wants to achieve with the new website.
  • Target audience – a detailed description of the customer groups to whom the company’s products/services are directed.
  • Competition – information about competing companies and their online presence.
  • Company values – unique features and values that the company represents.
  • Business type – whether the store is B2B or B2C.
  • Offer structure – what products will be included in the offer, how many there are, what features they have, etc.
  • Information about systems integrating with the store, such as Baselinker, ERP, etc.
  • Often, customer preferences regarding similar stores can also be very helpful.


When creating an effective marketing brief, you should specify:

  • Target audience – identifying demographics, online behaviours, and preferences of the target audience for the Ads campaign.
  • Advertising channels – specifying preferred advertising platforms (e.g., Google Ads, Facebook Ads).
  • Campaign budget – determining the available funding for the advertising campaign.
  • Expected results – specifying campaign goals, such as increasing brand awareness, generating leads, or increasing sales.


However, remember that presenting your company is essential in both cases. Nobody knows your business better than you do. During the meeting, present the company’s current state and explain what matters most to you. This will help the agency understand your priorities and what is essential for your company.


So, how do you write a proper brief? We can help you with that!


Gathering all the valuable information for the agency can be demanding, but don’t worry – as a commerce agency specializing in designing and implementing online stores and ad campaigns, we are ready to help you gather all the necessary information. You don’t have to stress – let us guide you in creating an effective online presence for your company.

If you have any questions or doubts, please feel free to contact us. We will be happy to assist you in developing your business and create a solution perfectly tailored to your needs.

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