How To Use A Creative Brief

The Smarter Message for Better Business and Sales

A Creative Brief is a smart way to start every marketing communications project. But what’s involved? Who does what? How does a Creative Brief get you the results you want?


What Is A Creative Brief?
It’s a document business marketers can use to gather and distribute information that’s essential to the success of a project. It distills a lot of details into guidelines that everyone involved can rely on going forward. Without it, your project may not succeed—it’s that important.

A good Creative Brief addresses a range of details, including:

  • business goal(s)
  • project objectives
  • target audience
  • the message
  • obstacles to sales
  • budget

My Creative Brief template also requests details about the product/service benefits and features, copy tone and style, general layout specs for the actual piece (online or print) and schedule. I like to have as much background as possible to plan and execute for the specific results desired.


Benefits Of A Creative Brief

  • It makes it more likely that your effort will meet your expectations. When people know where you want to go, they can help you get there.
  • It’s a convenient, effective way to gather a lot of important information.
  • It puts the same information into everyone’s hands at the start of the project.
  • It gets you thinking about crucial aspects of your marketing.
  • It provides master guidelines that can be reviewed when questions arise.
  • You can update it easily when things change!

Who Develops The Creative Brief?
Usually, I provide my custom Creative Brief template to clients, who then fill in the information requested. For each point, I include sample information to spark ideas and responses.

If you don’t have a lot of time due to the demands of your core business, consider completing the brief with the help of your creative point person.

If a business has an in-house marketing team, it may provide the creative team with the completed brief.


Organize Your Marketing Effort For Best Results
If you tend to kick ideas around without ever settling on a specific direction, a good Creative Brief will help you and the folks you hire to get the job done. Try it out on your next project.


Contact Liz Manning at