Creative briefs are the difference between projects that nail it on the first try and projects that spiral into endless revisions. Yet most briefs are either too vague (“make it pop”) or too rigid (crushing creative freedom).
A great brief gives creative teams the context they need to do their best work while leaving room for innovation. It aligns stakeholders before the first pixel is placed or word is written. This framework shows you how to use AI to generate briefs that inspire rather than constrain.
Write a creative brief for our new product launch.
Write a comprehensive creative brief for a product launch campaign. PRODUCT: [Product name and key features] LAUNCH DATE: [Target launch date] BUDGET: [Total creative budget] TARGET AUDIENCE: - Primary: [Demographics, psychographics, behaviors] - Secondary: [If applicable] - Current perception: [How they see us now] - Desired perception: [How we want them to see us] CAMPAIGN OBJECTIVES: - Business goal: [Increase sales by X%, generate Y leads] - Brand goal: [Awareness, perception shift, engagement] - Success metrics: [Specific KPIs we will track] KEY MESSAGE: - Primary message: [The one thing we must communicate] - Supporting messages: [Secondary points] - Proof points: [Evidence that backs up claims] TONE & CREATIVE DIRECTION: - Brand personality: [Adjectives describing the feel] - Visual references: [Describe or link to inspiration] - What to avoid: [Styles, messages, or approaches that are off-brand] DELIVERABLES REQUIRED: [List each asset with specifications: format, size, platform, versions] TIMELINE: - Brief approval: [Date] - Concept presentation: [Date] - Revisions: [Date] - Final delivery: [Date] MANDATORY ELEMENTS: - Logo placement: [Guidelines] - Legal copy: [Any required disclaimers] - Brand elements: [Colors, fonts, imagery rules]
Anatomy of a Great Creative Brief
Every effective brief contains these six core elements. Miss one and you risk misalignment, wasted time, or creative that misses the mark.
Project Overview
A single paragraph explaining what you are creating and why it matters. Anyone reading should immediately understand the project.
Target Audience
Detailed description of who the creative is for. Demographics, psychographics, pain points, and what motivates them.
Key Message
The single most important thing the audience should take away. If they remember nothing else, they remember this.
Tone & Feel
Adjectives that describe how the creative should feel. Bold and energetic? Calm and trustworthy? Include reference examples.
Deliverables
Specific list of assets with sizes, formats, and variations needed. Include technical specifications.
Timeline & Milestones
Key dates including briefing, concept review, revisions, and final delivery. Build in buffer time.
Insight
The VISION Framework
Use this framework to ensure your briefs give creative teams everything they need. Each element addresses a different aspect of creative alignment.
Voice & Brand
Inspiration & References
Scope & Deliverables
Insights & Research
Objectives
Non-Negotiables
Pro Tip
Prompt Templates by Brief Type
Different projects require different brief structures. Use these templates as starting points, then customize based on your specific needs.
Campaign Briefs
For integrated marketing campaigns spanning multiple channels and touchpoints. These require the most comprehensive briefing to ensure consistency.
Write a campaign brief for: [CAMPAIGN NAME] CAMPAIGN OVERVIEW: - Campaign type: [Product launch/Brand awareness/Seasonal/Promotional] - Duration: [Start and end dates] - Budget: [Total budget and breakdown by channel if known] BUSINESS CONTEXT: - Why now: [What is driving this campaign] - Competitive landscape: [What competitors are doing] - Market conditions: [Any relevant trends or timing factors] TARGET AUDIENCE: - Primary audience: [Detailed description including demographics, psychographics, behaviors] - Audience insight: [A key truth about the audience that the campaign should tap into] - Current behavior: [What they do now that we want to change] - Desired behavior: [What we want them to do after seeing the campaign] CAMPAIGN OBJECTIVES: - Primary objective: [One measurable goal] - Secondary objectives: [Additional goals] - Key results: [Specific metrics and targets] MESSAGING FRAMEWORK: - Campaign theme/tagline: [If predetermined] - Key message: [The single most important takeaway] - Supporting messages: [3-5 secondary messages] - Reason to believe: [Proof points and evidence] CREATIVE TERRITORY: - Tone of voice: [Describe the personality] - Visual direction: [Describe the look and feel] - Inspirational references: [Examples of work that captures the right spirit] - Territory to avoid: [What we do not want] CHANNEL REQUIREMENTS: [For each channel, specify:] - Channel: [Digital/TV/OOH/Print/Social/etc.] - Asset types: [List specific assets needed] - Specifications: [Sizes, formats, durations] - Key considerations: [Platform-specific requirements] MANDATORY ELEMENTS: - Logo usage: [Requirements] - Brand colors: [Specific codes if relevant] - Legal/compliance: [Any required copy or disclaimers] - Hashtags/URLs: [Campaign-specific] TIMELINE: - Brief finalization: [Date] - Creative kickoff: [Date] - Concept review: [Date] - First round review: [Date] - Final delivery: [Date] - Campaign launch: [Date] APPROVALS: - Creative approval: [Who and process] - Legal approval: [Requirements] - Final sign-off: [Who has authority]
Design Briefs
For visual design projects like brand identity, packaging, website design, or marketing collateral. Focus on visual direction and technical specifications.
Write a design brief for: [PROJECT NAME] PROJECT OVERVIEW: - Deliverable: [What is being designed] - Purpose: [How it will be used] - Context: [Where it lives in the larger brand ecosystem] DESIGN OBJECTIVES: - Primary goal: [What the design must achieve] - Functional requirements: [What it must do] - Emotional requirements: [How it must feel] TARGET USER: - Who will see/use this: [Description] - Context of use: [When, where, and how they encounter it] - User needs: [What they are trying to accomplish] BRAND ALIGNMENT: - Brand guidelines: [Reference to existing guidelines] - Core brand attributes: [Key personality traits to express] - Existing assets: [What already exists that this must complement] VISUAL DIRECTION: - Style: [Modern/Classic/Minimalist/Bold/etc.] - Color palette: [Specific colors or direction] - Typography: [Font requirements or direction] - Imagery style: [Photography/Illustration/Abstract/etc.] - Mood/Feel: [Adjectives describing the desired impression] INSPIRATION: - Reference examples: [Describe or link to examples you like] - What you like about each: [Be specific] - What to avoid: [Styles or approaches that are wrong for this project] TECHNICAL SPECIFICATIONS: - Dimensions: [Exact sizes] - Format: [File types needed] - Resolution: [Print DPI or screen specs] - Versions needed: [Variations required] - Responsive requirements: [If digital] CONTENT TO INCLUDE: - Headlines/Copy: [Specific text if known] - Imagery: [Photos, icons, or graphics needed] - Mandatory elements: [Logo, legal, contact info] CONSTRAINTS: - Budget: [If relevant to design decisions] - Production method: [Print, digital, or both] - Technical limitations: [Platform or production constraints] DELIVERABLES: - Files needed: [List all final files] - Source files: [If editable versions required] - Style guide: [If documentation needed] TIMELINE: - Concept presentation: [Date] - Revisions: [Number included and dates] - Final delivery: [Date] - Production handoff: [If applicable]
Pro Tip
Content Briefs
For written content including website copy, blog posts, email campaigns, and social media content. Emphasize voice, messaging, and audience understanding.
Write a content brief for: [CONTENT PROJECT] CONTENT OVERVIEW: - Content type: [Blog/Email/Web copy/Social/etc.] - Word count/Length: [Approximate length] - Format: [Long-form/Short-form/Script/etc.] CONTENT PURPOSE: - Primary goal: [Educate/Persuade/Entertain/Convert] - User journey stage: [Awareness/Consideration/Decision] - Desired action: [What should the reader do next] TARGET READER: - Who they are: [Demographics and psychographics] - What they know: [Current knowledge level on topic] - What they feel: [Emotional state when they encounter this] - What they need: [Information or emotional need this content serves] TOPIC & MESSAGING: - Subject: [What the content is about] - Angle: [Your unique perspective or approach] - Key message: [The one thing they must remember] - Supporting points: [Secondary messages to include] - Proof points: [Data, quotes, examples to include] VOICE & TONE: - Brand voice: [Overall personality] - Tone for this piece: [Specific emotional register] - Examples of good tone: [Reference content that nails it] - Words/phrases to use: [Brand language] - Words/phrases to avoid: [Off-brand language] SEO REQUIREMENTS (if applicable): - Primary keyword: [Main search term] - Secondary keywords: [Supporting terms] - Search intent: [Informational/Navigational/Commercial/Transactional] - Competitor content: [What already ranks] STRUCTURE: - Headline approach: [Style of title] - Subheadings: [Key sections to include] - CTA: [Call to action and placement] - Internal links: [Content to link to] - External links: [Sources to reference] ASSETS NEEDED: - Imagery: [Photos, graphics, or video needed] - Pull quotes: [If applicable] - Data visualizations: [Charts, stats to include] REFERENCE MATERIALS: - Source documents: [Background reading] - Subject matter experts: [Who to interview/consult] - Existing content: [Related content to reference] TIMELINE: - First draft: [Date] - Review/Feedback: [Date] - Final version: [Date] - Publish date: [Date]
Video and Multimedia Briefs
For video content, animations, podcasts, and interactive media. Include technical specifications alongside creative direction.
Write a video brief for: [VIDEO PROJECT] VIDEO OVERVIEW: - Format: [Brand film/Product video/Social content/Tutorial/etc.] - Duration: [Target length] - Platform(s): [Where it will live] - Quantity: [Number of videos if a series] PURPOSE & OBJECTIVES: - Primary goal: [What this video must achieve] - Viewer journey: [Where they are before and after watching] - Success metrics: [How we measure if it worked] TARGET VIEWER: - Who they are: [Description] - Viewing context: [Where/when/how they watch] - Attention span: [How much time we have to hook them] CREATIVE CONCEPT: - Core idea: [The central creative concept] - Narrative approach: [Story arc, testimonial, explainer, etc.] - Key message: [Single most important takeaway] - Emotional journey: [How we want viewers to feel] VISUAL STYLE: - Overall look: [Cinematic/Documentary/Animated/etc.] - Color grade: [Warm/Cool/High contrast/etc.] - Pacing: [Fast-paced/Contemplative/etc.] - Reference videos: [Examples that capture the right feel] AUDIO REQUIREMENTS: - Music style: [Genre, mood, tempo] - Voiceover: [Yes/No, if yes: gender, tone, accent] - Sound design: [Level of SFX needed] - Subtitles/Captions: [Required formats] CONTENT ELEMENTS: - Key scenes/Shots: [Must-have visuals] - Talent: [On-screen presenters, actors, real people] - Graphics: [Lower thirds, text overlays, animations] - B-roll needs: [Supporting footage] - Product shots: [If featuring products] SCRIPT REQUIREMENTS: - Scripted or unscripted: [Level of structure] - Key talking points: [If interview-based] - Mandatory copy: [Legal, brand, CTA] TECHNICAL SPECIFICATIONS: - Resolution: [4K/1080p/etc.] - Aspect ratios: [16:9, 9:16, 1:1, etc.] - File formats: [Delivery specs] - Versions needed: [Cutdowns, social edits, etc.] BRAND COMPLIANCE: - Logo placement: [Requirements] - Brand elements: [Colors, fonts, graphics] - Legal/Disclaimers: [Required text] TIMELINE: - Creative concept: [Date] - Script approval: [Date] - Pre-production: [Date range] - Production: [Shoot dates] - Post-production: [Date range] - Review rounds: [Number and dates] - Final delivery: [Date] BUDGET NOTES: - Budget level: [Approximate range] - Constraints: [What this affects]
Warning
Rebranding Briefs
For brand identity projects ranging from refreshes to complete overhauls. Balance respecting brand equity with enabling evolution.
Write a rebranding brief for: [COMPANY/PRODUCT NAME] REBRAND SCOPE: - Type: [Full rebrand/Refresh/Evolution/Extension] - Elements included: [Logo/Visual identity/Verbal identity/All] - Timeline: [Target completion and rollout] CURRENT STATE: - Current brand position: [How we are perceived now] - Brand strengths: [What works that we should keep] - Brand weaknesses: [What is holding us back] - Equity to protect: [Recognition, associations to maintain] REASON FOR REBRAND: - Business drivers: [Why now - merger, expansion, pivot, etc.] - Market changes: [Competitive or industry shifts] - Audience evolution: [How customers have changed] - Current problems: [What the current brand cannot do] FUTURE STATE: - Vision: [Where the business is heading] - Desired position: [How we want to be perceived] - Key differentiation: [What makes us unique in the market] - Brand promise: [What we commit to stakeholders] TARGET AUDIENCES: - Primary audience: [Who matters most] - Secondary audiences: [Other important groups] - Internal audience: [Employees, partners] - How each should perceive the brand: [Specific impressions] BRAND STRATEGY: - Brand purpose: [Why we exist beyond profit] - Brand values: [Core beliefs that guide behavior] - Brand personality: [Human traits that describe the brand] - Brand voice: [How we speak and write] COMPETITIVE CONTEXT: - Key competitors: [Who we compete with] - Competitive positioning: [How we differentiate] - Category conventions: [What is typical in our space] - Opportunities to stand out: [Gaps to exploit] CREATIVE MANDATORIES: - Elements that must stay: [Protected equity] - Elements that must go: [What we are leaving behind] - Evolution vs. Revolution: [Degree of change expected] - Stakeholder considerations: [Political or practical constraints] DELIVERABLES: - Logo system: [Primary, secondary, marks, lockups] - Color palette: [Primary, secondary, accent] - Typography: [Headlines, body, display] - Visual system: [Photography, illustration, iconography, patterns] - Verbal identity: [Tagline, messaging, tone of voice] - Brand guidelines: [Scope and format] - Applications: [Priority touchpoints to design] ROLLOUT PLAN: - Phase 1: [Internal launch, priority touchpoints] - Phase 2: [External launch, primary applications] - Phase 3: [Full implementation] - Transition period: [How long old and new coexist] TIMELINE: - Discovery/Research: [Date range] - Strategy development: [Date range] - Creative exploration: [Date range] - Concept refinement: [Date range] - System development: [Date range] - Guidelines creation: [Date range] - Launch preparation: [Date range] - Launch: [Date]
Common Brief Mistakes to Avoid
Even experienced marketers make these errors. Watch for these pitfalls when writing or reviewing briefs.
The Everything Brief
Trying to communicate too many messages to too many audiences. The result is watered-down creative that resonates with no one. Focus on one primary message and one primary audience.
The Prescription Brief
Dictating exactly what the creative should look like, leaving no room for creative interpretation. If you already know the solution, why hire creative talent? Brief the problem, not the solution.
The Moving Target Brief
A brief that keeps changing after creative work begins. Get stakeholder alignment before briefing. Changes mid-project waste time and budget, and demoralize creative teams.
The Invisible Audience Brief
Generic audience descriptions like “adults 25-54” that give creative teams nothing to work with. Great briefs describe real humans with specific motivations, frustrations, and desires.
The Aspirational Brief
Describing the brand as you wish it were, not as it actually is. Creative teams need to understand reality to move toward aspiration. Be honest about current perceptions.
Before sending a brief, verify:
- Can you state the key message in one sentence?
- Is the audience specific enough to imagine a real person?
- Are success metrics defined and measurable?
- Have all stakeholders reviewed and approved?
- Are deliverables listed with exact specifications?
- Is the timeline realistic with buffer for revisions?
- Have you included visual references, not just descriptions?
- Does the brief inspire rather than constrain?
Getting Stakeholder Buy-In
A brilliant brief means nothing if stakeholders change their minds mid-project. Use these strategies to align decision-makers before creative work begins.
1. Brief the Brief
Before writing the full brief, circulate a one-page summary of objectives, audience, and key message. Get alignment on strategy before adding detail.
2. Include Stakeholders in Research
Invite key decision-makers to customer interviews or research debriefs. When they see the insights firsthand, they are less likely to second-guess creative direction.
3. Define the Approval Process Upfront
Document who approves what at each stage. Get written commitment. This prevents the dreaded “let me show the CEO” at the final review.
4. Present Trade-offs, Not Just Decisions
Show what you considered and why you chose this direction. When stakeholders understand the reasoning, they are more invested in the outcome.
5. Create a Change Request Process
Agree upfront that changes after brief approval require a formal request with impact assessment. This prevents casual “while you are at it” scope creep.
Pro Tip
Measuring Creative Success
Great briefs define success upfront. Include these measurement considerations to ensure creative work delivers business results.
Awareness metrics:
- Reach and impressions
- Brand recall and recognition (pre/post study)
- Share of voice vs. competitors
- Social mentions and sentiment
Engagement metrics:
- Click-through rates
- Time on page/Video completion rate
- Social engagement (likes, shares, comments)
- Email open and click rates
Conversion metrics:
- Lead generation
- Sales/Revenue attributed
- Cost per acquisition
- Return on creative investment
Numbers only tell part of the story. Also evaluate:
- Does the creative ladder up to brand strategy?
- Is it distinctive and ownable in the category?
- Does it resonate emotionally with the target audience?
- Can it be extended and built upon over time?
- Does the internal team rally behind it?
- Are customers and partners responding positively?
Create a creative measurement framework for: [PROJECT] PROJECT: [Brief description of the creative work] OBJECTIVES: [What we are trying to achieve] BUDGET: [Investment level for context] Please create a measurement framework including: 1. SUCCESS DEFINITION - What does success look like in 30 days? 90 days? 1 year? - How will we know if this creative is working? 2. PRIMARY KPIs (2-3 max) - The metrics that matter most - Baseline and target for each - How we will track them 3. SECONDARY METRICS (3-5) - Supporting indicators - Leading indicators that predict success - Diagnostic metrics for optimization 4. QUALITATIVE MEASURES - Customer feedback mechanisms - Brand perception tracking - Internal sentiment 5. REPORTING CADENCE - What we review weekly vs. monthly vs. quarterly - Who sees what reports - Decision triggers (when do we act on data) 6. BENCHMARKS - Industry standards for comparison - Our own historical performance - Competitor benchmarks if available
Next Steps
A great brief is the foundation of great creative work. With the VISION framework and these templates, you can create briefs that align stakeholders, inspire creative teams, and set projects up for success. AskSmarter.ai can guide you through building the perfect brief for your specific project.
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