A good brief is the difference between getting what you want and a lot of time, endless amends and ultimately, frustration for everyone involved.
The good news is you don’t need to be creative to write a good brief. You just need to know what to include (and what to leave out).
Let’s start with some honesty, most standard briefing forms are a one-size-fits-all affair, covering everything from a single social post to a fully fledged multi-channel campaign, so it’s no surprise they cause most people to tear their hair out.
Here’s how we’d approach the task of creating a brief that gets results.
1. Start with the “Why”
Before jumping into what you want, explain why you want it. What problem are you solving or the opportunity you’re trying to capture? A little bit of context goes a long way.
Here’s how this might look in practice:
We’re launching a new product in May and want to raise awareness amongst our existing customers to stimulate sales.
2. Get Clear on the Objective
What do you want your audience to think, feel, or do after seeing this? Instead of a vague objective like increasing sales or improving customer satisfaction, get specific.
Here are a few examples of how this might look in practice:
Sell 1000 chairs to home office users in the UK
Schedule 50 product demos in Q3
Reduce the number of order tracking enquiries our customer service team receives.
Marketing teams love a clear target. Help them help you.
3. Define Your Audience (Properly)
Who exactly is this for? Think beyond basic demographics (spoiler: 18-65 with a pulse isn’t the correct answer), what do they care about, and what might get in their way?
Here’s an example:
We are targeting Heads of Procurement who are under pressure to cut costs but still need reliable suppliers. They’re cautious and don’t have time to read long emails.
The new chair is aimed at UK users who regularly work from home at least one day a week. They are currently using a standard swivel office chair and are open to upgrading. Their primary concern is health, particularly back, neck and shoulder pain, but they are also very design conscious.
The sharper the picture, the sharper the creative.
4. What should they remember?
What key message do you want your audience to take away, and why? This isn’t simply a list of features (although this is helpful for the team to see!), it’s boiling that down to what will make the difference to the customer. Is it that the product is cheaper, more attractive, or that it performs better than the competition?
5. Don’t Write the Ad
You don’t need to be clever. You just need to be clear.
Avoid writing taglines or copy in your brief. Tell the team what needs to be communicated, and trust the team to bring it to life.
Here’s how this might look:
We want to show customers that this new chair can help improve their posture and upgrade the look of their home office set up.
Give the person receiving the brief an opportunity to engage their creativity, and you will be rewarded.
6. Non-negotiables vs Nice-to-haves
If brand guidelines or legal disclaimers need to be considered, this is the place to flag them.
But be honest: what’s a non-negotiable vs. a nice-to-have?
What to include:
- Logos that must appear
- Mandatory messaging
- Tone of voice considerations
What to leave out:
- Every stakeholder’s opinion
- Vague requests like “make it pop”
7. Deadlines Matter
If you’re up against tight timings, say so, but be realistic. Good work needs breathing room.
It’s worth querying deadlines with stakeholders, is the deadline for final work, could work be staggered, or are all assets required in one go? We often find there is more flexibility than it first appears when we ask the question.
Final Thought
Writing a brief isn’t about creating the campaign or using jargon; it’s about clarity. The more specific you can be, the better the work. Investing time in this part of the process is the shortcut to nailing the creative and getting the results you actually want.
