Whether you're kicking off a major brand campaign or fine-tuning a social ad rollout, everything starts with the brief. It’s the blueprint, the instruction manual, the shared source of truth for everyone involved, from the creatives to the media team to the client. And while it’s tempting to breeze through the briefing process to get to the “real work,” skipping this foundational step is one of the fastest ways to derail a campaign before it begins.
What Is a Brief?
At its core, a brief is a document that outlines the essential information needed to execute a marketing campaign. It typically includes the objective, target audience, key messaging, deliverables, timing, and budget. But more than just a checklist, a good brief provides clarity, context, and direction. So the entire team is aligned and empowered to deliver great work.
Why a Good Brief Matters
- Sets clear expectations, minimizing back-and-forth and miscommunication.
- Helps teams focus on outcomes, not just outputs.
- Saves time and budget by reducing rework and last-minute pivots.
- Inspires better creative by providing meaningful constraints and insight.
How to Write a Brief That Works
A strong brief doesn’t have to be long, but it does have to be intentional. Here’s a step-by-step guide to writing one that actually helps your campaign succeed:
1. Start with the “why?”
What problem are you trying to solve? Whether it's low engagement, brand awareness, or conversion, clearly state the campaign’s objective and how success will be measured.
2. Define your audience
Avoid vague descriptions like “millennials” or “busy professionals.” Get specific. Who are they? What do they care about? What motivates them to act? Whether this information is in the brief or in subsequently shared documents, your creative team shouldn’t have to guess.
3. Clarify the message
What’s the single most important thing your audience should know or feel? Keep it sharp and focused. If you want to test out multiple messages, make that clear as well so your team can work within those individual guidelines.
4. List the deliverables
Be clear about formats, channels, and quantities. Is this a static display campaign, a video series, or an email drip? Be as specific as possible.
5. Outline timing and budget
6. Provide context and constraints
Is this part of a bigger campaign? Are there brand guidelines, legal considerations, or platform requirements to keep in mind? This is where you preempt creative dead ends and vocalize guidelines with the right team members
7. Leave room for creativity
A brief should guide, not dictate. Avoid being too prescriptive, as this can limit the creativity of your team. Think guardrails, not roadblocks. Allowing them to take some freedom over the project or share their ideas that could benefit the client and campaign.
Considerations: What Separates a “Fine” Brief from a Great One
Even well-intentioned briefs can fall short. Here are four common shortcomings, and how to avoid them.
1. It’s too vague
A brief that says “make it pop” or “we want something fun” isn’t helpful. Be specific in your descriptions of tone, format, and expectations. Include examples if needed.
2. It focuses too much on tactics
Saying “we need a video for Instagram” without explaining why often leads to weak creative with a lot of back and forth. A good brief ties tactics to strategic objectives.
3. It tries to say everything
Overloading the brief with multiple messages, audiences, or goals can dilute the impact of the campaign. Prioritize. What’s the one thing that matters most?
4. It lacks insight
A good brief doesn’t just say who the audience is, it shows you understand them. Include behavioral data, quotes, pain points, or anecdotes that can unlock stronger creative ideas.
Final Thoughts
A great marketing campaign doesn’t start with great design or catchy copy, it starts with clarity. And clarity begins with a good brief. While it might feel like just another step in the process, the brief is the foundation your entire campaign will stand on. Do it right, and you’ll give your team the direction and confidence they need to deliver work that not only looks good but drives real results.
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.
