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How to Write a Creative Brief

Whether you’re creating an ad campaign for a new brand, designing a logo, or developing a website, you need information in order to produce an effective end product. The specific information you need will vary depending on the type of project, but there are some basic elements that most creative briefs include:

Background Overview - This section provides information about the company, service or product. How would the client describe their business? What background info is relevant, including previous marketing campaigns? What do you need to know about their product or service for the current project?

Objectives - Goals need to be clearly defined because they will affect all other decisions on a project. Does the client want to sell more products, increase brand awareness, or attract more donors? Do they have a call to action? How will they measure success? Having a concise objective provides a focus for the rest of the project roadmap.

Target Audience - Who is the buyer or intended audience? This may include demographic information such as age, gender, education, or income level as well as info on how often they use the client’s product or service. Knowing your audience will shape the style and messaging of your campaign.

Message - What are the key points that need to be said? What message needs to be conveyed to the target audience, and what is the best way to deliver it?

Tone - What is the tone or image that suits the client’s message or brand? Are there certain colours or fonts that help communicate this? Ask the client to describe the tone, whether it’s sophisticated, fun, or bold, and for to share colour, brand, or style guidelines.

Scheduling - Having a timeline is critical for planning any project. Find out if there’s an advertising or publishing schedule you need to track against and solidify your deadlines are for each deliverable.

Assessing Competition - Who is the competition and what do they offer? What makes your client unique? Understanding the competition can provide a clearer picture of where your client stands in the market, which will help you shape your campaign.

Budget - The budget sets the parameters for how much time you have to work with and what materials the client can afford. It’s also how you get paid, so make sure you have a detailed understanding of what costs are included in the budget.

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