Key Elements & Questions to Answer

A good brief is the starting point of a new project, outlining key elements for stakeholders and teams. Its goal is to help everyone involved understand what’s needed and why.

But there’s a fine line between providing enough information to encourage creativity and bogging a team down in details that restrict their freedom.

A well-planned brief saves time because there will be less back-and-forth between you and the agency or team completing the project. It also documents roles and responsibilities, which clarifies accountability for the deliverable.

A brief can include high-level details on:

• Company history
• Project goals
• Target audience
• Brand positioning
• Creative requirements
• Key messaging and assets (e.g., tone of voice guidelines, logo usage, image formats, etc.)
• Deliverables (e.g., ad campaign, ebook, video, webinar, etc.)
• Expectations (i.e., who is accountable for different parts of a project)

A brief should help teams complete work efficiently and deliver the expected results. Without overwhelming them with details.

In this post, you’ll learn how to write a brief that’s clear and complete. We’ll also cover real-world examples and give you a free creative brief template.

Free Creative Brief Template

A brief template can help you organize your thoughts and outline project requirements. Putting the details in writing ensures your team has all the data they need to do their best work.

Download our free template here to create an easy-to-read brief based on the...