Stop the Chaos: Use Project Briefs to Streamline Agency Projects

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As I watch insurance agencies expand their scope of responsibilities, I also see them needing to take on a whole collection of new tools and skills. Sometimes, it's internal team members who take on the new responsibilities, and sometimes, it gets outsourced.   

In either case, agencies find themselves moving into new and complex territory. As easy as it is to access software that can do virtually anything you need, it takes knowledge and hard-earned time to use it effectively.  

We see agencies taking on marketing, communications, or complex reporting, which is often a completely new activity. So not only do you need to know what you want, but you also need to know how to do it.  

I know how this works: the owner goes to the first person they think would "get" marketing or reporting or is particularly tech-savvy, and they dump an idea on them, saying, "We need to start doing social, create a client communication campaign, or create a new set of reports," and then walk away, expecting it to magically appear.  

While the assigned person may be able to do it, they likely have many questions that need to be addressed first. This is where a project brief comes in. Whenever one person wants another person or a team to create something, they should initiate the project with a brief. 

What is a project brief? 

A project brief is a structured document that outlines the essential details of a project. It provides clear direction, ensuring that everyone involved understands the goals, expectations, resources, and timeline. 

When you first start using project briefs, they will likely feel like an imposition and an unnecessary speed bump on the way to your project. However, the time spent writing the brief allows the team doing the work to create with clarity and efficiency.  

Once you experience briefs with task management, status updates, and linked resources, your team will wonder how they ever functioned without them. The people on the receiving end of the briefs will insist on using them all the time.  

Why is a project brief necessary? 

A project brief is a planning tool and a safeguard against ambiguity. 

Clarity for everyone involved

A well-written brief eliminates assumptions. Even when working closely together, team members have different perspectives and information. A brief ensures that key details are captured and shared. 

Efficiency and organization

Without a brief, critical details get lost in email threads, scattered messages, or conversations. A single document keeps everything in one place, streamlining execution. 

Prevents scope creep

Projects can easily expand beyond their original intent. A written brief sets clear boundaries, helping teams stay focused on the intended project. 

A centralized information hub

Including links to resources, such as documents, client information, reference resources, or past discussions, ensures that everyone has immediate access to necessary materials. This prevents repeated requests for the same information and reduces frustration. 

How we use project briefs at Q4i 

At Q4intelligence, we rely on project briefs to keep our work organized and efficient. Without them, it’s too easy to leave out half the necessary information because we assume others already know the details.  

Since implementing briefs several years ago, we have significantly increased efficiency, allowed for better time management, and improved creativity. With all key details outlined upfront, we're not up against deadlines to finalize missing information that should have been explained at the beginning.  

Our philosophy is that the brief should be so clear that someone not familiar with the project should be able to read it and follow the instructions with the information included. Don’t just take my word for it; hear firsthand how our team leader feels about them:

“Implementing design briefs was an absolute GAME CHANGER for our team. They eliminated confusion, clarified expectations, and gave our team members the agency to move forward on a project without the need for unnecessary meetings and back-and-forth. 

Giving our briefs a structure across all projects has empowered even our newest team members to have confidence in their ability to understand the core components of a project. Processes can often infantilize a team, but with design briefs, it’s the opposite. We all know exactly where to go for information, no matter what project we’re working on and at what stage we’re working on it.  

The word “empowering” is often overused, but in this case, it’s the perfect description of the impact briefs have had on our team. We now work more effectively, independently, and confidently than ever.” 

~ Eliza Leder, Q4intelligence

How to implement a project brief in your agency 

Implementing project briefs is simple. Tools like Asana, ClickUp, or Google Docs can serve as the home base for your briefs. At Q4i, we use Asana to create and manage our projects, allowing us to attach links, assign tasks, and track progress all in one place. 

Create an outline for what your brief includes and make it available for easy insertion or copy/paste where you'll track your projects. You may need multiple briefs depending on the type of projects your agency does. For example, a marketing project may have some questions that are different from those of a reporting project. Here are some ideas to consider.  

• Project name - Be descriptive to easily identify what the project is and to find it when searching. 

• Project purpose and description - What are you trying to accomplish? Be very clear in the description. If the project includes multiple steps or items, use bulleted and numbered lists to fully explain them.  

• Intended audience - While this may seem obvious, it's an important question to avoid assumptions. 

• Intended time investment—How long does the assigner intend for the assignee to spend on this? If there is a discrepancy between intent and reality, the time to discuss it and set clear expectations is when the project brief is assigned.  

• Key stakeholders – Who is asking for the project, responsible for it, and the go-to person for questions?  

• Deliverables and deadlines – What needs to be completed and by when? 

• Resources and assets – What relevant links and documents should be referenced for this project? 

• Potential challenges or blocks – What obstacles are currently in place or might arise, and how can they be addressed? 

Set up your project planning 

Whether it’s rolling out a new benefits plan, launching a marketing initiative, or implementing a client communication campaign, a project brief ensures that all the details are addressed and nothing falls through the cracks.  

Insurance agencies need precision. Without it, the results can be literally life-changing. With a team that already knows how to work with precision, using project briefs to ensure the rest of the work is up to the same standard will likely be a welcome addition.   

If you’re not using project briefs yet, now is the time to start.