Louis Lucas PublishingCampaign planning
How to Write a Creative Brief (With a Simple Outline)
A creative brief tells designers, writers and marketing partners what you need, for whom and by when. Learn the sections to include and common mistakes.
Quick answer: A creative brief is a short document that tells a designer, writer or marketing partner what you need, who it is for, why it matters and when it is due. A good brief covers the background, objective, audience, key message, tone, deliverables, budget, timeline and how success will be measured. One to two pages is usually enough.
What is a creative brief?
A creative brief is the starting point of creative work. It turns a business need into clear instructions, so the people doing the work understand the problem before they begin solving it. The idea is common across the industry, and you can read a short definition of a creative brief on Wikipedia.
Why a good brief matters
A clear brief saves time and money. It reduces revisions, keeps everyone aiming at the same goal and makes it easier to judge the work when it arrives.
Most marketing partners will ask for a brief before they quote. If you are not sure what to expect, read our overview of full-stack digital marketing, and use the ten questions to ask before you choose a partner when you compare providers.
The sections of a creative brief
1. Background
Who you are, what you sell and what has led to this project. Two or three sentences are enough.
2. Objective
The single result the work must achieve, for example more enquiries, event sign-ups or sales. If you are working with a limited budget, our guide to planning a campaign on a small budget shows how to choose one goal.
3. Audience
Who you want to reach, what they care about and where they spend time.
4. Key message
The one thing you want people to remember. If you cannot say it in a sentence, it is not ready.
5. Tone and style
How the work should feel, for example warm, professional or bold. Add examples of work you like and work you dislike.
6. Deliverables
Exactly what you need: a logo, a set of social posts, a landing page, a video. Include sizes and formats where you know them.
7. Budget
The amount or range you can spend. A budget helps the team propose realistic options.
8. Timeline
The final deadline and any important dates in between, such as review points and launch dates.
9. Success measures
How you will judge whether the work succeeded, such as clicks, enquiries or sales.
10. Approvals and contacts
Who gives feedback and who has the final say. One decision-maker avoids delays and conflicting comments.
A simple creative brief outline
| Section | What to write |
|---|---|
| Background | Who you are and why this project exists |
| Objective | The one result you want |
| Audience | Who it is for and what they care about |
| Key message | The one thing to remember |
| Tone and style | How it should feel, with examples |
| Deliverables | What you need, in what formats |
| Budget | The amount or range |
| Timeline | Deadline and review dates |
| Success measures | How you will judge results |
| Approvals | Who decides |
Example brief (fictional)
| Section | Example |
|---|---|
| Background | A small online bookshop is launching gift cards for the holiday season |
| Objective | Sell gift cards to existing customers before the holidays |
| Audience | Readers who buy gifts for friends and family |
| Key message | Give a story they will love, delivered instantly |
| Tone and style | Warm, simple and friendly |
| Deliverables | One email header, three social media graphics and one website banner |
| Budget | A fixed fee agreed before work starts |
| Timeline | Concepts in one week, final files in two weeks |
| Success measures | Gift card sales and email click-through rate |
| Approvals | The shop owner |
Common mistakes
- Writing a brief that is too vague to act on
- Asking for several goals at once
- Leaving out the budget or deadline
- Giving no examples of the style you want
- Having several people give conflicting feedback
Tips for a better brief
- Be specific. Replace phrases like modern and eye-catching with examples.
- Share constraints early, such as brand colours, legal wording and file formats.
- Keep it short. A brief that is read beats a brief that is thorough but ignored.
- Update it if the project changes, and tell everyone.
Frequently asked questions
How long should a creative brief be?
One to two pages. It should be long enough to be clear and short enough to be read.
Who writes the creative brief?
Usually the client, often with input from the creative team or the marketing partner.
What is the difference between a brief and a proposal?
A brief describes what you need. A proposal is the response: how a provider would meet that need, with its approach, timeline and cost.
Related reading
- What Is Full-Stack Digital Marketing?
- How to Plan a Digital Marketing Campaign on a Small Budget
- Our services