How to Write a Creative Brief

A creative brief is roughly ten questions that you talk through with your client to understand the goal of the project. This will provide all the insight you need to guide you through the project. The brief is made by you and your client for you and your client.

When done right, it will keep your work consistent with the client’s expectations. Here’s how.

Overall, this headline is effective because it is clear, benefit-driven, and encourages you to take action.

Components of a Creative Brief

• Project overview
• Target audience
• Primary and secondary objectives
• Key messaging & elements
• Brand tone
• Deliverables
• Timeline
• Budget

You and the client will be on the same page from the start by talking through these essential elements.

How to Write an Effective Creative Brief

At the bottom of this post, you’ll have access to a creative brief template that you can download and use with your clients. Trust me, you do not want to skip creative briefs.

It doesn’t have to be fancy, it needs to be practical. It’s a simple Word document with roughly ten questions that you and your client will work through together. Make sure that you and your client are collaborating through the brief so that you can ask questions and gain clarity.

An effective creative brief is one that defines the:

• Primary and secondary goals of the project
• Target audience
• The benefit to the audience
• The business objectives this project is meant to meet
• The tone of the project
• Mandatory elements
• Examples that match the client’s vision

Nail these and you’ll have a tool to keep you on track and hold both you and your client accountable. The creative brief is an opportunity for you to understand the true scope of the project. Anything that wasn’t discussed during the brief or isn’t in the contract can be considered outside the scope of the project.

This is how you avoid “scope creep”.

When to Write a Creative Brief

You should go through the creative brief with the client after the contract is signed and you’ve received a %50 deposit (I recommend you incorporate this into your contracts).

This process will take at least thirty minutes, and you need to include this time in your quote. After all, this discussion will streamline the rest of your work.

To Recap

Your creative brief will create alignment between you and your client. It will hold you both accountable for the scope of the project and minimize rework and misunderstandings. It is essential that you and your client work through the brief together and that it is done before your start working on the project.

Incorporate the creative brief into your next project and watch how it streamlines your process and delivers exceptional results.