What is a brief? How to write a standard and professional brief.

What is a brief? Why can a small piece of paper or a few-page document have the power to turn around a multi-million dollar campaign? And more importantly, how can you write a perfect brief that will impress any agency or in-house team with its professionalism? Let's explore this in the article below!

What is a brief?

A brief (or creative requirements summary) is a strategic document containing the most essential information about a project. It's not simply a list of client wishes, but rather a "spiritual contract" that unifies the thinking between the client and the project team.

In English, "brief" means concise or to the point. The name itself reflects its essence: You must summarize the most complex issues of the business into clear, concise points so that the creative team can get started immediately without needing to ask too many questions repeatedly.

Why is a good project brief crucial to the success or failure of the 90% project?

Many people disdain writing briefs, considering it a cumbersome procedure. However, look at the benefits a professional brief provides to see that it truly is a powerful tool:

Establish a "shared point of view".

Everyone has a different worldview. When you say, "I want a modern design," the designer might think of minimalism, but you might be thinking of vibrant, colorful cyberpunk. Briefs help concretize these abstract concepts through language and illustrations, bringing everyone to a common "perspective."

Budget and resource control

A project without a clear brief often leads to endless revisions. Each revision wastes intellectual effort, time, and money. A good brief helps the agency provide the most accurate quotation and an optimal implementation roadmap, avoiding wasted budget on unrealistic ideas that don't meet the objectives.

Unleash creative power, but with direction.

The art of advertising isn't about unlimited freedom. It's about creativity within a framework to solve a specific client problem. A brief is that framework. It helps creatives focus their energy where it's needed, instead of wasting time on unfeasible ideas.

Classification of common brief types currently available

Depending on the scale and nature of the work, briefs are divided into several types. Understanding each type helps you send the right information to the right person:

Creative Brief (For creative teams)

This is the most common type. The target audience includes designers, copywriters, and art directors. The content focuses on:

• Mood & Tone.
• The message being conveyed.
• Brand image.

Communication Brief (For the communications team)

This document focuses on strategies and customer outreach plans. The content includes:

• Which media channels will be used (Facebook, TikTok, TV commercials, newspapers)?
• How often does it appear?
• What exactly are KPIs (Key Performance Indicators)?

Technical Brief (For the technical team)

Often used in website design projects, application development, or film production with complex special effects. It focuses on:

• Technical specifications.
• Programming languages.
• Security and storage requirements.

The detailed structure of a standard and professional brief.

To write a flawless brief, make sure to include these 10 "golden" items. Don't skip any if you want your project to run smoothly:

Brand Overview

Let the implementing agency know who you are in this wider world.

• History of formation.
• Core Values.
• Unique Selling Point (USP): Why should customers choose you over your competitors?

Project Context

Why are you undertaking this project right now?

• Are sales declining?
• Are you about to launch a new product?
• Or perhaps you want to change your brand's positioning in the eyes of young people?

Specific Objectives

Don't speak in general terms. Use numbers. How many app downloads do you want to increase? How many leads do you want to receive? By what percentage do you want your revenue to increase?

Target Audience Profile

Create a specific profile. Don't say "my client is a woman aged 20-40." Instead, say: "My client is Minh, 28 years old, an office worker in Ho Chi Minh City, unmarried, earning 15 million VND/month, and frequently worried about skincare after spending too much time in air-conditioned environments." The more detailed you are, the easier it will be for the agency to pinpoint their pain points.

Competitive Analysis

List 3-5 direct and indirect competitors. What do you like about them, and what do you want to do differently? This helps the agency avoid falling into clichés or duplicating ideas already on the market.

Key Message

A single-minded proposition is a single idea that customers need to remember. For example: "Omo – Don't be afraid of stains" or "Bitis – Cherishing Vietnamese feet." If you present too many messages, customers won't remember anything.

Style and Inspiration (Look & Feel / Moodboard)

This is where you describe your visual language. Do you want a minimalist, elegant, or dynamic and unconventional style? Please include 5-10 sample images or videos that you like best.

Mandatories

List of "must-have" elements:

• Where should the logo be placed?
• What is a Hex color code chart (Brand Colors)?
• Slogans or contact information are required to be included.

Budget

Many clients fear that disclosing their budget will lead to inflated prices from agencies. However, knowing the budget allows agencies to design a suitable solution. For example, if you have 100 million VND, they might advise you on building a beautiful single-story house; if you have 5 billion VND, they might advise you on a villa. Don't let both parties waste time on ideas that exceed your budget.

Timeline

List the key milestones:

• Deadline for submitting pitching/proposal ideas.
• Editing time.
• Final product delivery date.
• The official campaign launch date.

The art of writing a brief: How to connect with the team?

A professional brief should not only be comprehensive but also engaging. Here are some tips from leading experts:

• The language is familiar and concise: Avoid using clichés like "world-class" or "exceptionally superior" without evidence. Use everyday language to explain the issue. Clarity is always more important than flashiness.
• Focus on the "Why" rather than the "What": Instead of telling the designer to "draw a red flower," say, "I want to create a warm and passionate feeling." When you explain the reason behind the request, the creative team will have room to come up with solutions that exceed your expectations.
• Use a list structure: People tend to "skim" when reading. Using bullet points helps highlight important information, making it easier for readers to look it up again when needed.

Common mistakes when writing a brief and how to fix them.

Even seasoned professionals often make the following mistakes:

• The brief is too short (The “Under-brief”): Only a few lines of brief description. The result: The agency made a mistake, wasting time redoing everything from scratch. How to fix it: Always stick to the 10-step structure in section 4.
• The "Over-brief": Want to achieve everything in a small project. How to fix it: Prioritize the most important objective (Primary Objective).
• Changing the brief midway (The “Moving Target”): The project is underway, but the client changes their mind about the goals or target audience. How to fix it: Take the time to discuss this thoroughly internally before submitting. brief Officially for partners.

After you submit your brief, don't think it's over. A debriefing session is absolutely essential. During this session, the agency will ask challenging questions to delve deeper into the product and the client. Think of this as a collaborative effort rather than an interrogation. The more questions the agency asks, the more interested they are and the more they want to do your project well.

Writing a brief is a masterful art of business communication. A well-written brief not only ensures project success in terms of numbers but also builds a strong relationship between the client and the creative team. Don't view the brief as a burden of paperwork. See it as an opportunity to deeply reflect on your brand. When you understand what you want, the world (including your agency) will help you achieve it.