{"id":3547,"date":"2016-04-14T10:00:09","date_gmt":"2016-04-14T08:00:09","guid":{"rendered":"https:\/\/sophierohart.com\/portfolio\/?p=3547"},"modified":"2022-12-20T13:39:33","modified_gmt":"2022-12-20T12:39:33","slug":"cest-quoi-un-bon-brief","status":"publish","type":"post","link":"https:\/\/sophierohart.com\/portfolio\/cest-quoi-un-bon-brief\/","title":{"rendered":"un bon brief c’est quoi ?"},"content":{"rendered":"

A moins que vous ayez envie de recommencer 15 fois le m\u00eame document, pour cr\u00e9er n’importe quel support visuel, il est important d’avoir un bon brief au d\u00e9part.<\/strong><\/p>\n

Mais un bon Brief c’est quoi ?<\/h1>\n

Pour ma part, je me base sur le grand classique : qui, pour qui, quoi et comment (QPQC). Voici le principe :<\/p>\n

QUI ?<\/h2>\n

L’objectif \u00a0du \u00ab\u00a0qui ? \u00a0\u00bb est de bien identifier l’entreprise, ou la marque pour qui on doit r\u00e9aliser le document.
\nAvoir un bref historique de la marque ou de l’entreprise, est toujours utile pour comprendre ce que le client recherche.
\nCette partie permet aussi de comprendre\u00a0le client<\/a>, ce qu’il aime ou ce qu’il n’aime pas. Je laisse souvent le client d\u00e9border un peu. Je le laisse parler et apprends \u00e0 le conna\u00eetre pour mieux cerner ses attentes.<\/small>
\nOn ne travaille de la m\u00eame fa\u00e7on pour une personne qui cr\u00e9e son entreprise, que pour une grande marque. Ils n’ont pas les m\u00eames attentes, ni les m\u00eames objectifs.
\nIl est \u00e9galement important de v\u00e9rifier si l’entreprise a une charte graphique \u00e0 respecter, ou si la cr\u00e9ation est libre.<\/p>\n

POUR QUI ?<\/h2>\n

Qui \u00a0le client, veut-il cibler ? Y a t-il plusieurs cibles ? Une seule ? Est-elle clairement identifi\u00e9e ? (\u00e2ge, habitude, cat\u00e9gorie socio-professionnelle etc. )
\nCette partie est tr\u00e8s importante. Il faudra y repenser tout au long de la cr\u00e9ation du document. Est ce que mon document est bien en accord avec la ou les cibles ?<\/em><\/p>\n

QUOI ?<\/h2>\n

C’est la partie o\u00f9 l’on pose le message<\/strong> que l’on veut transmettre.
\nIl est bon de savoir quel support le client veut-il cr\u00e9er ? Parfois, il n’a aucune id\u00e9e, il a juste fix\u00e9 des objectifs mais ne sait pas par quel support les atteindre.
\nLe plus souvent, il sait s’il veut un support papier ou web.
\nIl est important de se renseigner sur l’\u00e9ventuelle r\u00e9currence du projet (y aura-t-il plusieurs actions ? y a-t-il des supports existants ?)
\nC’est aussi dans cette partie que l’on d\u00e9finit le contenu<\/strong>. (faut-il pr\u00e9voir des achats d’images ou une s\u00e9ance photo ? faut-il r\u00e9diger des textes ou sont-ils fournis ?)<\/p>\n

COMMENT ?<\/h2>\n

Quelles sont les contraintes techniques<\/strong> ? les d\u00e9lais<\/strong> ?
\nQuel support faut-il livrer<\/strong> ? Combien d’\u00e9changes<\/strong> sont pr\u00e9vus ?
\nMon meilleur conseil est de poser un maximum de questions au d\u00e9part<\/strong>. Cela vous permet \u00e0 vous de d\u00e9finir clairement le projet et de pouvoir le deviser de mani\u00e8re pr\u00e9cise. Mais cela permet aussi au client de se projeter et de s’investir. <\/strong>Ces questions permettent \u00e9galement de d\u00e9montrer votre professionnalisme. N’ayez donc pas peur de les poser, elles sont r\u00e9ellement n\u00e9cessaires.
\nUne fois le brief de d\u00e9part clairement expos\u00e9, vous pouvez choisir de le retranscrire par \u00e9crit, et de le joindre \u00e0 votre devis sous forme de cahier des charges, ou de garder vos notes dans un coin et d’\u00eatre plus synth\u00e9tique.
\nPersonnellement, je suis d’avis de mettre le brief par \u00e9crit, mais si vous connaissez d\u00e9j\u00e0 le client ou si vous travaillez avec des d\u00e9lais serr\u00e9s, un r\u00e9sum\u00e9 sur le devis fera l’affaire.
\nPour conclure, je vous dirai de NE JAMAIS PASSER \u00e0 c\u00f4t\u00e9 de ces questions. Un bon brief est essentiel dans la d\u00e9marche cr\u00e9ative.<\/p>\n","protected":false},"excerpt":{"rendered":"

A moins que vous ayez envie de recommencer 15 fois le m\u00eame document, pour cr\u00e9er n’importe quel support visuel, il est important d’avoir un bon brief au d\u00e9part. Mais un bon Brief c’est quoi ? Pour ma part, je me base sur le grand classique : qui, pour qui, quoi et comment (QPQC). Voici le […]<\/p>\n","protected":false},"author":1,"featured_media":3550,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"categories":[20],"tags":[],"class_list":["post-3547","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategie-image-de-marque"],"yoast_head":"\nun bon brief c'est quoi ? - Sophie ROHART - Charg\u00e9e de communication & Marketing<\/title>\n<meta name=\"description\" content=\"pour cr\u00e9er n'importe quel support visuel, il est important d'avoir un bon brief au d\u00e9part. 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