Writing a Brief That Gets Results
The quality of the brief directly impacts the quality of the work. A clear, well-thought-out brief saves time, reduces revisions, and leads to better outcomes.
What to Include
1. Background
Tell us about your business:
- What you do and who you do it for
- Your history and current stage
- Your competitive landscape
- What makes you different
2. Objectives
Be specific about what you want to achieve:
- "Increase website enquiries by 30%"
- "Launch our new brand identity"
- "Build an eCommerce store to sell directly to consumers"
3. Target Audience
Describe your ideal customer:
- Demographics and psychographics
- Pain points and motivations
- How they currently find and interact with you
4. Scope
Define what you need:
- Specific deliverables (website, brand, campaign)
- Number of pages, assets, or pieces
- Technical requirements or integrations
5. Budget Range
Sharing your budget helps agencies propose appropriate solutions. You don't need an exact figure — a range is helpful.
6. Timeline
Be realistic about deadlines and flag any fixed dates (events, launches, seasonal peaks).
7. References
Share examples of work you like (and don't like), even from other industries. This helps align creative direction.
Common Brief Mistakes
- Being too vague — "make it modern" doesn't help
- Being too prescriptive — you hired an agency for their expertise
- Skipping the objectives — without goals, success can't be measured
- Not involving decision-makers — ensure all stakeholders input upfront
- Unrealistic timelines — rushed work rarely produces great results
Our Approach
When you work with us, we start every project with a discovery phase to refine and expand on your brief. Even if your initial brief isn't perfect, we'll ask the right questions to get clarity. Start a conversation and we'll guide you through the process.