Things we consider
when writing a brief
1. Project Purpose and Business Objectives • What are you trying to achieve with this project? (To create awareness, educate/
inform, sell something, promote) • What do you see as the best way to do this? • Are there any other alternatives? • What is driving you to undertake this project right now? 2. Scope of Work and Deliverables • What type of project is needed? • What are the final items to be delivered?
3. Core Target Audience • Who are the audience? • How old are they and where are they from? • What are their attitudes and aspirations? • What are their buying and usage habits? • What are their lifestyles like? What are their needs and wants?
• What are three words to describe how you’d like your audience to see you? (e.g, funky, conservative, modern) • How do they actually see you now?
4. Positioning and Competitors • Who are your competitors and what is your position in the market? • What are your competitors strengths and weaknesses? • Is there a way of using this information to
our advantage?
5. Product Features and Consumer Benefits • What are the most important and compelling features? • What are the main benefits consumers
receive from using your product and how will they be better off? • Do you have information to support these claims?
