4 minutes read time.
We’ve seen it firsthand. A creative team spends weeks crafting a campaign, only to hear, “This isn’t what we wanted.” Cue frustration on both sides wasted time and resources—and yes, sometimes tears. Mismatched expectations rarely have a single cause, but the root problem is often the brief. So, let’s break down how to write a clear, useful creative brief that helps everyone stay on the same page.
The Anatomy of a Good Creative Brief
1. Clear Objective
Why it matters: Without a clear goal, creatives are guessing. Are you launching a product, rebranding, or boosting engagement? Clarity avoids confusion.
- Bad Example:“Make our product stand out.”
Stand out where? To whom? Compared to what? It’s vague and impossible to measure. - Good Example:“Increase sign-ups for our eco-friendly app by 30% among urban millennials by Q4, emphasizing ease of use and sustainability.”
This gives creatives clear, actionable information: the short-term goal, target audience, timeline, and key message.
Pro Tip: Use SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound).
2. Target Audience Insights
Why it matters: Creatives aren’t mind-readers. The one-size-fits-all advertising era is long gone. Detailed audience insights help shape the tone, visuals, and channels.
- Bad Example: “Ages 25–40, everyone.”
- Good Example: “Women aged 28–35, urban professionals who care about wellness and value time-saving solutions but distrust overly polished ads.”
You know your customers best. Or at least, you should. If not, define the kind of customers you want to reach.
Pro Tip: Add quotes from customer surveys or real-world feedback to bring the target audience to life.
3. Key Message & Brand Voice
Why it matters: Mixed messages confuse audiences. A clear core idea—and a defined tone—keeps communication consistent.
- Bad Example: “Just write something catchy” or “make it sexy.”
We’ve heard this one too many times. - Good Example: “Highlight our 24/7 customer support in a friendly, reassuring tone. Keep it conversational—no jargon.”
Pro Tip: Share past campaigns that nailed the tone you’re after. A clear reference can save time and guesswork.
4. Deliverables & Technical Specs
Why it matters: The creative format affects everything—from design choices to messaging.
- Bad Example:“Social media posts.”
For which platform? In what format? - Good Example: “Six Instagram carousel posts (1080x1350px), one 30-second TikTok video (9:16), and a print ad for magazines (A4, 300 dpi, CMYK).”
Pro Tip: Attach brand guidelines for fonts, colors, and logos. Even if the team can’t follow them perfectly due to media limitations, they’ll get closer.
5. Timeline & Budget
Why it matters: Unrealistic deadlines and budgets force teams to cut corners.
- Bad Example: “ASAP. Budget TBD.”
- Good Example: “Launch date: October 15. Allow two revision rounds. Budget: $10,000, including stock image licenses.”
Pro Tip: Flag non-negotiable dates early—like trade shows or seasonal events.
6. Inspiration & References
Why it matters: “I’ll know it when I see it” is a creativity killer. Examples help creatives visualize what you’re aiming for.
- Bad Example: “Make it pop.”
- Good Example: “We like Apple’s minimalist product shots and Glossier’s relatable Instagram style. Avoid overly flashy animations.”
Pro Tip: Create a mood board or Pinterest folder to give the team a clearer picture. It can save a lot of back-and-forth.
7. Feedback Process
Why it matters: Endless revisions with unclear feedback drain time and morale.
- Bad Example: “We’ll all review it and get back to you.”
- Good Example: “Primary contact: Jane Doe (Marketing Director). Feedback will be consolidated in one document within 48 hours of submission.”
Pro Tip: Limit feedback rounds to two. Creatives aren’t psychic, and constant revisions usually don’t lead to better work.
Final Thoughts
A good brief isn’t about bureaucracy. It’s about giving creatives clear, useful information and combining it with their expertise. When clients and creatives align early, projects run smoother, resources are used wisely, and fewer tissues get used along the way.
Struggling to write a brief ?
Download our simple, fill-in-the-blank template for clearer, more effective briefs. Or, if you’d like to practice, take our Typeform survey and apply what you’ve just learned—fill it in for real, and we’ll get back to you.