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How to Write a Creative Brief Decide on a name for the project. Write about the brand and summarize the project's background. Highlight the project objective. Describe the target audience. Interpret the competitive landscape. Prepare the key message. Choose the key consumer benefit. Select an attitude.

A project brief outlines the high-level details of a project, while a creative brief provides requirement details to a creative team. Creative briefs often include input from a client, whereas a project brief is a summary of a project plan.

"Creative briefs contain instructions for producing a wide range of creative deliverables?not just written content. Among other things, they generally include company background information, campaign goals, key messaging, and brand statement(s).?

Key messages represent what you want the creative to convey to customers. These should include both what you want the customer to feel and what the business wants to convey. You likely already have a brand style guide for visuals and words.

What are the elements of a good creative brief? Include your company's background. Outlining your company's background is particularly important when briefing an external agency. ... Summarize the project. ... Identify your target audience. ... State your objectives. ... Define your competition. ... Tone, message, and style. ... The final details.

How to write a project brief with examples Summarize the project and its purpose. ... Outline what the project needs to accomplish. ... Provide some background about the client. ... Introduce key players and their project roles. ... List key deliverables with dates. ... Include any other important items of note.

As a base, a written video brief should cover: An Overview of Your Business. Video Objectives. Your Target Audience and Market. Project Specific Information. What the Video Needs to Include. Other Videos You Might Like. Brand Strategy/ Brand Guidelines. Expected Video Deliverables.

To write a good creative brief you need to make sure it's absolutely clear what needs to be done and by when. It should clarify the objective, make clear any deadlines, and provide as much information about the product or service as possible. Ideally both the agency and the client should have input into the brief.