Align your brief to what really matters

Too many briefs confuse event objectives with business objectives. Lindsay Neyjahr, Client Services Director at Identity says that if you want your investment in experiential to deliver real impact, start by defining what success looks like for your organisation, not just your event. 

Before any successful event takes shape, it starts with a clear understanding of what your organisation truly wants to achieve. We see so many briefs that go straight into event objectives: “we want to engage,” “we want to inspire,” “we want it to look premium.” But what if we take a step back and start by defining the business objectives first? Then we can not only deliver an incredible event but also see much bigger impact and reward in the long run. 

Events are powerful tools, but they can do so much more if you begin by asking what success should look like for your business overall. These insights are invaluable when it comes to shaping the event for the best possible result. 

Be specific and measurable 

I’ll be honest: business objectives should always sit right at the top of your brief. They need to be specific, measurable and relevant to the challenges you’re trying to solve. Are you looking to gain market share in a new region? Change perceptions of your brand? Drive uptake of a product? The more we understand, the better we can help. 

Sharing this detail isn’t a bad thing. It removes the need to go back and forth second-guessing intentions, which ultimately saves time, money and effort. Once that clarity is in place, then we can start drilling down into event objectives. The event’s role is to serve your business goals, not the other way around. 

Expect constructive challenge 

Some clients can feel uncomfortable when agencies ask probing questions about the brief. It’s sometimes seen as criticism, but it’s not. It’s a sign your agency is serious about delivering value, not just putting on a show. If your agency doesn’t encourage you to connect your event plans back to your business strategy, you might want to ask why. 

Here’s an example. A client once briefed us to create an immersive experience to showcase their sustainability credentials. The initial document listed all the ways they wanted the event to feel: dynamic, authentic, bold. But nowhere did it outline what business impact was required. Were they trying to attract investors? Influence policymakers? Build internal engagement? Each of those goals requires a different approach. Once we worked together to define the business objective, everything else became much clearer. 

Clarity is non-negotiable 

This is where clarity pays off. A good agency will take time to test whether objectives are agreed internally and whether measures of success are realistic. The questions might feel challenging, but the hard work at the start always saves disappointment later. 

So if you’re starting to draft a brief, begin by asking yourself: what are we trying to achieve for the business? Be precise. Be honest. Be prepared to have constructive conversations that refine your thinking. 

Some might call it tough love, but it’s often the most effective way to achieve meaningful results.