The Importance of Knowing What You Want—Or The Project Brief

Whenever I'm invited to an event—whether it’s a networking function, wedding, opera, or party—I always ask about the dress code. The one thing I can't stand is being underdressed or, worse, dressed inappropriately for the occasion. For me, asking about the dress code is like getting “the brief” for the event. Knowing what to wear sets the tone for everything else. It’s not just about the outfit; it’s also about expectations, preparation, and even behavior.

Let’s face it—most of us don’t really know what we want. We might say, “I’d like to have a good time,” or “I want to be more confident,” but when asked to elaborate, we often struggle. Yet, we all know that clear goals and precision are essential to achieving desired results. This applies whether you're trying to lose weight or develop a property. A clear vision of the end result, down to the tiniest detail, is crucial.

So, let’s explore what this looks like in property development and why it’s so important.

What is "The Brief" in Property Development?

Defining your goals for a construction project is known in professional jargon as RIBA Stage 0-1: Defining The Brief. You might wonder why you need to go through an entire phase of brief definition when you think you already know what you want.

Well, let me ask you this: If your finished project were an event, what would be the dress code for it? Describe it in detail, please. Most of us struggle with this question unless we've spent significant time thinking about it. This first phase of your project is precisely the time for you and your architect to establish all the needs, wishes, and requirements for your project—down to the smallest detail.

Here is a list of the main areas you need to cover to define your brief:

1. Clarity of Vision and Objectives:

   
   The brief captures your vision for your future home, considering your needs, wishes, and all possible practicalities. Your architect might ask you questions like:

• Do you prefer showers or baths?

• How much storage do you need, and for what: a 40-year-old vinyl collection or 15 travel bags?

• Do you frequently have friends or family staying over, and for how long?

• How do you want to feel in your home when it’s finished?

• What impact will the project have on your family and work life?

• How important is outdoor space, if at all?

Some of these questions may be easy to answer, while others might require more thought. Take your time to figure out what matters to you and your partner, and share it with your architect. You might have already collected images representing your vision, found material samples, or even drawn inspiration from literature or movies that reflect the atmosphere you’d like in your future home. Share all of this with your architect. One of the greatest advantages of working with an architect is that they are trained to distill ideas and inspirations into a tangible, brick-and-mortar project. For you, as the client, that’s a gift. Use it to your advantage—the outcome may pleasantly surprise you.

2. Budget and Time Management:

During this initial phase, your architect will help you establish the project’s budget and timeline. Your input is invaluable here, and open dialogue is crucial to finding what works best for you and the design team. Establishing the budget and timeline early minimizes the risk of overruns and sets clear expectations for everyone involved.

3. Risk Management:

The more detailed and clear your brief, the better you and your architect can identify potential risks. These could involve planning issues, cost management, or selecting suitable builders. Whatever the risks may be, identifying them early allows for proactive planning and the development of mitigation strategies.

4. Stakeholder Alignment:

In other words, everyone involved understands what’s at stake. The brief serves as a communication tool, ensuring all stakeholders are on the same page. Aligning expectations and defining responsibilities clearly reduces conflicts within the design team and between clients.

5. Quality Control:

A well-defined brief outlines the standards and quality requirements for the project, ensuring that everyone involved knows the desired outcome and can contribute to achieving that goal. The design team and clients can refer back to the brief whenever a discussion arises, confirming what aligns with the initial vision. This helps prevent misunderstandings and conflicts later on.

Here are some questions from our client’s questionnaire related to success and quality:

• How does success look to you concerning your home development project?

• Imagine we’ve completed the project together—what needs to happen for you to be satisfied and thrilled with the result and the process?

• If the project is unsuccessful, what impact would that have on you and your life?

Your architect will document all your answers and will form the basis for the design development. The brief will continue to evolve throughout the concept design and feasibility study phases, helping to create a clear picture of what you’re aiming for and allowing your architect to understand you better.

The Old School

Steps for a Successful Brief Definition

We’ve covered why it’s essential to establish your brief. Now, let’s look at the steps you can take to make the brief definition successful:

• Involve All Stakeholders Early:
  This is a crucial step that’s often overlooked: get everyone involved from the start. Whether you’re a couple, a young family, or a board of directors, let everyone participate in defining the brief. This will help you avoid many issues later in the project. Some tips:

  • For couples: Even if you believe you have entirely different views, share them with your design team. They will help you find a shared solution.

  • For young families: Ask your kids what they wish for. Even toddlers have opinions, and it’s worth considering their input. It strengthens the family bond, and you might get some truly inspiring ideas from your 4-year-old!

  • For company directors, CEOs, and managers: Start with a survey of your wider team. Make it anonymous to find out what your employees want. Get all decision-makers around the table and have an open conversation about your company’s vision, way of working, and design preferences. Don’t try to convince others of your views. Involve your architect in these conversations early, and let them solve the design challenges for you.

  • For larger projects, whether private residential or commercial, involve the engineers, quantity surveyors, and contractors as soon as possible. Their perspectives are invaluable for design development, budgeting, and scheduling.

• Ask and Answer the Right Questions:
  Your architect will guide you through defining your brief and will have a set of questions for you as the client. However, your questions are just as valuable and might lead the conversation in unexpected, creative directions. This can result in innovative solutions. So, ask questions, and keep a record of the answers.

At the very first meeting with your architect, hand over all surveys, existing plans, and documents you have for your property. Mention any easements on your land, such as a neighbor's right to cross it, and any other constraints you’re aware of. All of this could affect the design and what is possible.

• Document Everything Clearly:
  As mentioned, all answers and outcomes from meetings related to the brief should be documented. Your architect will handle this, but keeping your own records can be helpful.

• Review and Share:
  Once the brief is completed, share it with all parties involved and gather feedback. If adjustments are needed, make them.

• Review Regularly:
  As the project progresses, review the brief with your architect at the beginning and end of each stage. During planning and tender stages, you may need more frequent reviews, depending on the complexity of your project.

• Remember Flexibility:
  While the brief should be detailed, it should also allow some flexibility to adapt to unforeseen changes or challenges.

Final Thoughts on Brief Definition

The brief is the foundation for your project and sets its direction. Getting clarity at this stage is essential to avoid misunderstandings and difficulties later on. Even at this early phase, your architect may propose new ideas you hadn’t considered. Be open to these suggestions, take your time to think them through, and try not to be too constrained by past habits. A new property, or even a renovation, is an opportunity to explore and consider doing things differently.

Consider all proposals seriously without letting habit or fixed notions unduly influence you. Be realistic, but also be inspired by your architect, and at the same time, inspire them with your ideas. You might be pleasantly surprised by what can emerge from such a creative exchange.

By investing time in this process, you’re setting your property development on the right path to success. It’s an opportunity to gain clarity and set intentions for the next steps. This small investment of time will pay off significantly later: a clear brief will help you make decisions, enable your architect to design a project that aligns with your needs and vision more quickly and accurately and ensure your construction team understands what is expected from them.

It’s like a dress code for an event—it gives everyone involved a framework for what to expect and how to contribute. When everyone takes care of their part, the project, like a well-planned event, can be enjoyable, straightforward, and stress-free for all.

If you have further questions or wish to discuss a specific project, please get in touch.