- Explain the goals and motivations. You should start your brief by writing about the project background and brand. …
- Highlight specific objectives and challenges. …
- Describe your target audience. …
- Examine competitors. …
- Ask for feedback.
Types of briefs
You could write a few different types of briefs, including the following:
What is a brief?
Briefs are summaries, guides, or arguments used to communicate key points to stakeholders. It might highlight important details or list objectives, difficulties, and other information. The specific information contained in a brief depends on its type and ultimate goal.
Before agreeing to move forward with projects, key stakeholders, whether clients or a creative team, typically expect a brief. If you’re drafting a legal brief, the court might ask you to take your client’s request for relief into consideration.
How to write a brief
The general steps you should follow when writing a brief are as follows:
1. Explain the goals and motivations
Your brief should begin with a description of the project’s history and brand. Add a few sentences that provide background information on the brand and explain why it is launching this project or campaign after writing one or two sentences that briefly state the company’s or person’s mission. You could put this information in a paragraph or two, or you could use headers to separate the information.
2. Highlight specific objectives and challenges
The brand challenges you intend to address and overcome with the project should be highlighted in the following section of your brief. You can then go into more detail about how your campaign will address and overcome those challenges after introducing them. This section explains project expectations to the creative team.
3. Describe your target audience
Finding the target audience for the campaign is the next step. Include details about their demographics, such as their gender, age, and location, as well as their potential purchasing motivations and the problems the product will help them solve. If the client has a thorough buyer persona, you can use that to gather data for this section.
4. Examine competitors
It’s crucial to include competitor information because doing so can help the creative team refine their plan and come up with fresh concepts for the campaign. A brief list of competitors and what they have to offer should be included in this section. Examine the similarities between the client’s business and those of the competition and how the client has set itself apart.
5. Ask for feedback
When you have a finished draft, it’s a good idea to show it to a few important people or even arrange a meeting to discuss the guidelines and solicit feedback.
Elements in a brief
Depending on what kind of brief it is, a brief’s components can change. The components of a legal brief and creative brief are shown below:
Creative brief
Since a creative brief is developed internally at an agency, anything the account manager thinks will aid the creative team in understanding the products and brand may be included. Creative briefs typically include:
Legal brief
In order for a legal brief to be accepted by a court, it must:
Brief template
Here is a sample creative brief that you can use:
Company background
The [company] has been providing quality [product/service] to [target audience] for the past [number] years.
The accomplishments of [Company] are numerous and diverse, including [list of achievements]. Our company has also worked on [names of additional projects]
Challenges and objectives
The agency intends to address issues pertaining to [list of issues the campaign will address/resolve] with this campaign.
Target audience
The target demographic for this campaign is [gender], [age range], and residents of [certain geographic location]. They enjoy [likes] and dislike [dislikes]. [List of websites or social media platforms where they spend time online] is where they spend their online time. They might work in the spheres of [certain positions they might have] Their pain points include [list of specific pain points]. [List of products they frequently use] are probably some of their favorite products.
Distribution
The agency will advertise the campaign on platforms where the target audience regularly hangs out, such as [certain communication platforms]. We’ll use the following messages as part of the campaign:
Brief example
Here is an illustration of a creative brief that you can use as a model for your own.
Company background
Scent Diffuse has been providing families with high-quality, natural air fresheners for the past four years.
Scent Diffuse has a number of accomplishments, including being named the best new product in the category of all-natural products.
Challenges and objectives
The agency’s goal with this campaign is to address consumer misconceptions about the chemicals used in plug-in air fresheners.
Target audience
Women in the United States, primarily in the Midwest, between the ages of 25 and 45 make up the campaign’s target demographic. They are concerned about the quality of the products they have in their home, enjoy cooking, and lead a healthy lifestyle. They spend time online on social media platforms viewing DIY and recipe content. Finding safe products to use in the home is one of their problems.
Distribution
The agency will advertise the campaign on the platforms where the target audience frequently hangs out, such as significant social media platforms. We’ll use the following messages as part of the campaign:
Tips for Effective Brief Writing
FAQ
What is an example of a brief?
Briefs are described as concise written or spoken statements or summaries of the key arguments in a case. A five-minute news segment covering a quick presidential announcement is an example of a brief. A paper that outlines the reasons a person is responsible for a crime is an example of a brief.
What should a good brief include?
- Describe your company. …
- Summarize the project. …
- Explain your objectives. …
- Define your target audience. …
- Outline the deliverables you need. …
- Identify your competition. …
- Include details on the tone, message, and style. …
- Provide the timing.
What is a written brief?
A brief is a written legal argument that is submitted to a court in the United States to help it reach a decision regarding the legal issues raised by the case. When there is no oral argument, it is always used in appellate courts and is extremely important.
How long does it take to write a brief?
Even a short case will probably take you at least 15 to 25 minutes to read, while longer cases may take up to 30 minutes to an hour to complete. It might seem strange that it would be difficult to reference a short case, but even a short case will probably take you at least that long.
