Why is a Creative Brief Important?

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Ever started a project feeling super excited, only to find out halfway through that nobody is on the same page? Yeah, not the most inspiring moment… Spontaneity usually leads to interesting places, but only if deadlines and “final versions” are out of the picture. You see, to travel the Endless Revision Land smoothly, you’ll need a kind of a map, a.k.a. the Creative Brief!

No matter what you’re dealing with – be it a website, writing content, or a funky ad campaign – a solid creative brief is your best henchman. Oh, and also an “I thought we were doing something else” repellent.

What is a Creative Brief?

Basically, a creative brief is a little document that outlines the key details of a certain project. But what is in a creative brief? It includes the essential stuff that guides you through the dark woods of a creative process. The foundation may be represented in the following elements of a creative brief:

1. Project purpose
2. Objectives
3. Target audience
4. Key messages
5. Design guidelines
6. Deadlines

Think of it as your project’s game plan – so everyone (namely designers, writers, marketers, and clients) knows what’s up from day one.

And no, not all creative briefs look the same. Some projects need every moment described in vivid detail, while others just require a quick overview. No matter the brief format, the key is to make it useful and convenient – not just a bureaucratic hoop to jump through. A good brief should be clear and actually help the team stay aligned. If it feels like a painful chore to write or read, it’s probably missing the mark.

Now that we know what writing a creative brief is, let’s talk about why skipping it is basically asking for trouble.

Prevent the Scope Creep

What can possibly go wrong, right? Here you are, sitting at your desk, sipping coffee, and feeling almost giddy as you’re adding final touches to a simple landing page your client requested. When all of a sudden they DM you changing the trajectory and asking for a full-scale website that “pops”, has a custom chatbot, and maybe is a little AI-powered… Oh, and can you do it by yesterday?

This situation illustrates what can happen when the project boundaries are not clearly set. No evidence, no crime – expectations may shift quicker than a designer closing a client’s ‘inspirational’ PowerPoint. Think of the creative brief as your testimony that keeps everyone in check whenever “just one more little thing” requests start coming down cats and dogs. The brief lays out exactly what needs to be done and what doesn’t, the way it was established at the very beginning.

Make the Approval Process Faster

Without clear direction, you’ll find yourself stuck in an endless loop of revisions, trying to figure out exactly what needs to be changed. Designers may fall victim to guessing what “make it pop” even means, leading to back-and-forth revisions.

When it’s time for approvals, the process becomes a breeze because it’s all backed up by a creative brief. Forget the waiting around while clients mull over endless revisions and suitable time frames. You can establish all the revision milestones in the brief itself.

Now, if you’d like to make your approval process even smoother, Approval Studio is at your disposal! Our online proofing platform is set to help you review projects at ease, providing tools like real-time discussion, 5 annotation shapes, 4 compare modes, and version control. Invite stakeholders to external reviews with just a link and excel in your project management. You can always book a free demo to discover our approval software potential to the fullest.

Enhance Communication

Creative projects often feel like a game of telephone – what starts as “a sleek, modern look” somehow morphs into “add Comic Sans and a trendy gradient.” Miscommunication between designers, writers, marketers, and clients is a recipe for frustration (and possibly existential dread).

Say no more to endless vague emails with lots of question marks. With the use of clear, concise information outlined in the brief, everyone can move forward confidently without a shadow of a doubt. Farewell guessing games and rework because now you have a defined plan of what’s to be done. And honestly, who wouldn’t want that?

Save Time and Streamline Workflow

Not only do unclear expectations leave you confused, but also are a cunning silent time thief. Without a neat creative brief, you’ll most probably end up wasting hours (if not days) clarifying what the client actually has in mind. Just because someone “forgot” to mention another key detail at the beginning of the process, you get rewarded with yet another “final version”.

The time-saving benefits of a simple creative brief are huge. First, you’ll cut down on those never-ending “quick check-ins” that usually turn into hour-long discussions. Second, you’ll avoid the “Can you do it by yesterday?” or “I thought it’d take less time”. So sit back and think twice if investing time in a strong creative brief is less of a hassle than the empty hours of chaotic back-and-forth later.

How to Write a Creative Brief

Creative projects can be unpredictable, but your creative brief shouldn’t be. To make sure your brief is rock-solid, ask yourself (and your team) 10 questions to get a creative brief outline. So, what does a creative brief look like?

1. Why Are We Doing This?

Let’s establish the goal before jumping into mood boards and wireframes. Are you launching a new product? Fixing a branding issue? Trying to make your email newsletter less likely to be ignored? You see, defining the why helps steer the entire creative process.

2. Who is Our Target Audience?

Since every snowflake is different, your project isn’t for everyone. To create something that actually resonates, you need to take into account:

• Who are you talking to – teens, first-time parents, D&D-loving gym rats?
• Where do they spend their time – TikTok, LinkedIn, the gym?
• What problems do they have that we can solve?

The clearer you are about your audience, the easier it is to create something that clicks with them.

3. Who Are Our Competitors?

Time for some strategic stalking. What are similar brands doing well? More importantly, what are they doing wrong? Learn from their successes (and their oopsie-daisy moments) to carve out your own path to victory.

4. What Do You Want Us to Deliver?

A logo, a video guide, a 10-page website, a viral dance trend? Whatever it is, be specific. The more details you provide, the less likely you’ll end up with something that requires a dozen revisions because “Oh, we actually wanted a series of 15-second clips, not a full documentary.”

5. What’s the Big Idea?

If your project had an elevator pitch, what would it be? This is the core message that everything should revolve around. If you can sum it up in one sentence (e.g., “We want coffee lovers to feel like world-class baristas every time they use our coffee machine”), you’re on the right track.

6. How Should It Look?

Your brand’s personality should shine through in every project. Are we aiming for bold and energetic, or elegant and sleek? Are we channeling a tech startup vibe or something more handcrafted and artistic? Consider some specifics to outline:

• Colors (Earthy and muted? Neon and loud?)
• Typography (Sleek sans-serif or a vintage serif?)
• Mood (Playful? Dramatic? Futuristic?)

7. What is Our Core Business Objective?

Sure, it’s fun to design cool things, but at the end of the day, your project should do something. Are you trying to boost engagement? Increase sales? Create some havoc on X/Twitter? If your creative brief doesn’t connect to your business goals, you might end up with something pretty – but, well… pointless.

8. Who Are the Stakeholders?

Who gets the final say on this project? (And will they actually provide feedback on time?) Whether it’s a marketing director, a CEO, or the client’s overly opinionated nephew, make sure you know who needs to sign off on what.

9. When is the Deadline?

Timelines exist for a reason (mainly to prevent last-minute all-nighters. Ah, the beauty of it.). No more “Wait… we needed this yesterday?” moments. So, be sure to include:

• The project start date
• The final deadline
• Key milestones (first drafts, feedback rounds, approvals etc.)

10. Where Will This Content Appear?

Context is everything. A TikTok ad has different needs than a billboard. A product packaging design won’t look the same as an email newsletter header. Knowing exactly where your creative work will live helps your team create something that fits the platform.

And that’s it! Putting in the effort upfront means fewer revisions, less head-scratching over vague feedback, and (fingers crossed) absolutely no “Let’s scrap this and start over” disasters. If you still have questions regarding the best creative brief, check out our previous article.

Here’s an approximate creative brief example for you to get a better idea of how it usually looks:

Summing up

A creative brief lays out all the essential details. It includes goals, audience, project deliverables, and deadlines so that expectations are crystal clear from day one. A well-thought-out creative brief also streamlines approvals, improves communication, and prevents unnecessary meetings where everyone just stares at each other, wondering what went wrong. It outlines the who, what, why, and when of a project, making sure no detail is lost in translation. 

So, before your next project, take a few minutes to put together a proper creative brief. Your future self (and your entire team) will definitely thank you!