02 — Client Requirements
Purpose
This SOP defines what we need from the client before and during a social media engagement: onboarding requirements, brand guidelines, tone of voice, target audience, and competitor context. It ensures we have the inputs required to create aligned, effective content.
Scope
| Context |
Applies to |
| Client engagement |
All social media engagements with clients |
| Own channels |
Internal reference; we use PRODUCT-CONTEXT |
Definitions
| Term |
Definition |
| Brand guidelines |
Logo, colours, fonts, visual style; do's and don'ts |
| Tone of voice |
How the brand sounds: authoritative, casual, formal, etc. |
| Target audience |
Primary personas; where they are; what they care about |
| Competitor context |
Key competitors; how we differentiate |
Context: Client vs Own Channels
| Aspect |
Client engagement |
Own channels |
| Source |
Client provides |
PRODUCT-CONTEXT |
| Owner |
Client Lead gathers |
Internal |
| Format |
Brand pack, brief, or structured call notes |
Single context doc |
Client Onboarding Requirements
Required before content creation begins
| Requirement |
Format |
Owner |
| Brand guidelines |
PDF, link, or shared doc |
Client |
| Logo (high-res) |
PNG/SVG |
Client |
| Colour codes |
Hex values |
Client |
| Tone of voice |
Written brief or examples |
Client |
| Target audience |
Persona doc or bullet points |
Client |
| Competitors (if relevant) |
List + differentiators |
Client |
Optional but recommended
| Requirement |
Format |
| Previous content examples |
Links or assets |
| Messaging hierarchy |
Key messages by situation |
| Dos and don'ts |
List |
Brand Guidelines & Tone of Voice
What we capture
| Element |
Notes |
| Visual |
Logo, colours, fonts, image style |
| Voice |
Authoritative / casual / formal; sentence length; jargon |
| Personality |
3–5 adjectives |
| Avoid |
Words, tropes, or approaches to avoid |
Ganguly Consulting (own channels)
Per PRODUCT-CONTEXT:
- Voice: Authoritative, calm, grounded. No hype, no fluff.
- Style: Short, clear sentences. Personal (founder names, specific moments).
- Contrarian when it serves: "We said no." "Fix the bucket first."
- Brand assets: Navy (#0d3b65), Orange (#f97316), Teal (#14b8a6)
Target Audience & Competitors
Target audience
| Element |
What we need |
| Who |
Roles, company size, geography |
| Pain |
Top 2–3 problems |
| Where they are |
Platforms, behaviours |
| What they respond to |
Content types, hooks |
Competitor context
| Element |
What we need |
| Key competitors |
2–5 names |
| How we differentiate |
2–3 clear differentiators |
| What to avoid |
Lookalike messaging |
Roles & Responsibilities (RACI)
| Deliverable |
Project Lead |
Content Lead |
Client Lead |
Client |
| Gather requirements |
R |
C |
A |
R |
| Brand pack / brief |
I |
R |
A |
R |
| Approve brief |
I |
C |
A |
A |
| Update during engagement |
R |
R |
A |
C |
Prerequisites
- Signed contract or SOW
- Kickoff scheduled
- Access to shared drive or folder for assets
Procedure
- Pre-kickoff — Client Lead sends requirement checklist to client. Client completes or marks N/A.
- Kickoff — Walk through requirements; capture gaps; agree timeline for missing items.
- Document — Content Lead creates brand brief (or updates existing); Client Lead and Client approve.
- Ongoing — Revisit brief at quarterly review; update if positioning changes.
| Item |
Location |
| Requirement checklist |
To be created; store in shared drive |
| Brand brief template |
To be created |
Escalation
| Trigger |
Action |
| Client cannot provide core requirements |
Escalate to Client Lead; consider phased start |
| Conflicting guidance from client stakeholders |
Escalate per 08 Governance |
Version & Approval
| Field |
Value |
| Last updated |
February 2025 |
| Approver |
— |