How to Write a Brief That Gets ResultsA great brief is a roadmap: it saves time, prevents misunderstandings, and aligns everyone involved around a clear goal. Whether you’re commissioning a marketing campaign, asking a designer for a logo, or tasking a freelance writer, a well-crafted brief turns vague ideas into measurable outcomes. This article walks through practical steps, examples, and templates so you can write briefs that actually get results.
Why a strong brief matters
A weak brief creates assumptions, rework, and delays. A strong brief:
- Clarifies objectives so the team knows what success looks like.
- Defines scope so work stays on-track and within budget.
- Aligns stakeholders to avoid conflicting directions.
- Speeds delivery by reducing back-and-forth and guesswork.
Before you write: gather the essentials
Start with research and internal alignment. Collect:
- Background context and the problem you’re solving.
- Business goals and KPIs (e.g., increase sales by 15%, 10,000 sign-ups).
- Target audience details (demographics, pain points, motivations).
- Any constraints (budget, timeline, technical or brand guidelines).
- Examples you like and don’t like.
Small investment here prevents big revisions later.
Core elements of an effective brief
Include the following sections. Use clear, concise language and avoid jargon.
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Project title
- One-line name that’s specific and searchable.
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Executive summary
- What you want and why in 2–3 sentences.
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Objectives and success metrics
- List primary goals and measurable KPIs (e.g., CTR, conversion rate, downloads).
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Target audience
- Persona-style details: age, role, behavior, needs, and channels they use.
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Deliverables and scope
- Exact items required (e.g., 3 banner sizes, 1 landing page, 2-week campaign).
- Clarify what’s out of scope.
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Timeline and milestones
- Key dates (kickoff, drafts, review windows, final delivery).
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Budget and resources
- Total budget and allocation if needed. Mention available assets and point of contact.
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Brand and tone guidelines
- Provide dos/don’ts, examples, colors, fonts, and voice descriptors.
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Technical requirements
- File formats, dimensions, CMS or platform constraints.
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Approval process
- Who approves, expected feedback time, rounds included.
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Examples and references
- Links or attachments of work you like and relevant competitor materials.
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Risks and assumptions
- Known unknowns and constraints that could impact the work.
Writing tips for clarity and action
- Use bullet lists and short paragraphs.
- Be explicit: say “red” instead of “warm color.”
- Prioritize requirements vs. nice-to-haves.
- Attach assets rather than embedding them in the body text.
- Include success metrics to make evaluation objective.
- Use versioning in filenames and a single source of truth (Google Drive, Notion).
Example brief (marketing campaign)
Project title: Spring Product Launch — Paid Social + Landing Page
Executive summary: Launch new eco-friendly water bottle to increase direct-to-consumer sales and grow email list.
Objectives & KPIs:
- 15% increase in monthly sales vs. baseline.
- 8,000 new email sign-ups in 6 weeks.
- CPA under $25.
Target audience:
- Urban professionals, 25–40, health-conscious, purchases online, follows sustainability influencers.
Deliverables:
- 3 static social ads (1080×1080), 2 short videos (15s), 1 responsive landing page, UTM-tagged links.
Timeline:
- Kickoff: May 1; First drafts: May 8; Final: May 20; Campaign live: June 1.
Budget:
- \(15,000 total; \)9,000 media; $6,000 creative/production.
Brand & tone:
- Friendly, aspirational, evidence-driven. Use brand green (#2A7F4A) and Helvetica Neue.
Technical:
- Images: JPG/PNG; Videos: MP4 H.264; Landing page built in Webflow.
Approval:
- Creative lead + Head of Marketing. Two rounds of revisions included.
References:
- Attach competitor ads and moodboard.
Common mistakes and how to avoid them
- Vague goals: Replace “increase engagement” with a numeric target.
- Overloading scope: Break large projects into phases.
- Missing timelines: Add buffer for reviews and approvals.
- No measurement plan: Define the tools and metrics for tracking success.
Brief templates (quick starts)
Minimal brief (for small tasks)
- Title
- One-sentence objective
- Deliverable(s)
- Deadline
- Contact
Full brief (for major projects)
- Title
- Executive summary
- Objectives & KPIs
- Target audience
- Deliverables & scope
- Timeline & milestones
- Budget & resources
- Brand & tone
- Technical requirements
- Approval process
- References & attachments
Signs your brief worked
- The first drafts closely match expectations.
- Fewer review cycles than usual.
- Stakeholders cite the brief when making decisions.
- Results align with the defined KPIs.
A well-written brief reduces friction and focuses effort where it matters. Use the templates above, be explicit about success, and review the brief with key stakeholders before work begins — that small step often makes the biggest difference.
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