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Creative Briefings

creative briefing

A creative briefing is a short document where the details of a project are specified, such as the target audience, what is the competition or the message that you want to convey. In this way, the person in charge of carrying out the project will have the necessary information to be able to do it. 

This document It is flexible and will have the fields that the creator considers. In addition, it also depends on the project to which it is directed, if it is a logo, a web page or an advertising campaign, for example. 

However, there are data that every good creative briefing should include to ensure that the project meets customer requirements. These are:

  • The target audience: This will be the one that marks the rest of the elements that make up the project. Within the target audience it is important to set age, location, the language you speak, what your interests are, and what your priorities are when it comes to consuming.
  • The objective of the project: This must be achievable, concrete, realistic, measurable and have a fixed period of time to achieve it.
  • The promise: the value that the product will bring to the customer. this promise must be justified.
  • Company information: what is the sector in which it moves, its values and its products or services.


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The first steps

Business Description

First, it is important to make it clear who is the client. At this point you will have to summarize the brand trajectory, what it has done since its birth and where it is. It is also essential to specify the values of the firm, in order to create a project that coincides with them and supports them. In the same way, you will have to talk about brand competition

The goals to be achieved with the project

Here you will have to clarify the objective that the client intends to achieve with the final project. It may be reaching new customers, repositioning the brand or getting more conversions. In addition, you will also have to specify the strategy to follow to achieve said objective.

The tone

For the identity of any brand, it is important that all its contents contain the values that your target has associated to the signature. In this way, there must be a consonance between the project and the character of the firm. This point is closely related to the first. We must know the brand, its principles and its history, in order to establish tone and register have the project.

delivery time

This point serves so that all the people who participate in the project take into account the deadline and avoid delay with the delivery of the order. It is crucial to establish a realistic deadline with the client, taking into account the number of people who are going to participate in the project and their availability.


Detailing the cost of the project can condition the professionals who are involved in its preparation. In this way, they will see the investment made and will carry out a job according to.

What is a creative briefing for?

Discover the advantages you can obtain by creating a creative briefing

clarify the ideas

All the information provided by the briefing on the client, the value of the project, the target audience and the goals to be achieved they help team members to be clear about what they should do and how they have to do it.

Achieve the objectives set

This point is related to the previous one. Thanks to the fact that the work team has all the relevant information, it will be able to carry out a project in line with your goals, making you reach them effectively.

Reduces possible corrections

A creative briefing will help you save time in continuous corrections. The professional or the team in charge is clear about what you want, so possible modifications will be reduced.

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The importance of a creative briefing

How a good creative briefing can influence

Success or failure?

A creative briefing is of the utmost importance when a project fails or achieves success. This is because this document contains all the information on which the project will be based. Thus, will serve as a guide for professionals in charge, who will base all their work on the points indicated in the briefing. 

Clear the way to your target audience

This is why defining the target of the project is a point that must be included in the briefing. Each type of customer has tastes, needs and preferences. With a creative briefing, each team member will have a clear who are you addressing, so the creation process will be done by and for your target audience. This greatly increases the chances of success

Define the competencies of each team member

With this document, professionals will be able to understand their role within the project and the connection that their tasks have with the rest, creating a global vision in which they find their place.

The optimization of a creative briefing

How we can help you from MyContent

At MyContent we have a team of writers who specialized in each market sector. For this reason, we will be able to respond to your needs and demands, helping you to achieve your goals with briefings that define your brand identity and the characteristics that make your project special.

In this way, we optimize each briefing so that it meets your requirements. This we do:

  • Distributing the work among the most suitable professionals for its realization.
  • Developing unique briefings for each client and each project.
  • Visualizing the objective of the work in each phase.

Frequent questions

Can a creative briefing be modified?

Of course, it is a flexible document. The customer needs may change as the project evolves. Similarly, new strategies can also be discovered during the creation process. All this would have to be reflected in the briefing, making the necessary modifications.

What information do I have to provide to prepare a creative briefing?

The client is asked a series of questions. so that the person in charge of carrying out the briefing has all the necessary information. It is important to clarify the current situation of the company, what is the objective to be achieved, what benefits does the brand offer, what is the target audience, what problem must be solved in their relationship with the brand and how it is positioned the brand in relation to the competition.

How many types of briefing are there?

In addition to the creative, there are the advertising, marketing and business briefing. They all have the same function: to clarify all the information related to the project. As they belong to different fields, they are distinguished by the data required in each one. 

How can you measure the success of a project?

There are different ways to assess the success of a project. Among them are the KPI, or quality indicators. It consists of a series of metrics that are used to check the results of a strategy and see which decisions have been most effective.

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