A Pimento Guide on How to Write a Brief

Have you ever embarked on a culinary adventure without a recipe?

Chances are, the dish didn’t turn out as expected.

The key to a perfect cake, much like the key to a successful project – whether it’s branding, web design or app development – is a meticulously crafted brief.

In the digital age, creating a standout brand or website might seem straightforward, but the abundance of subpar examples tells a different story. For those content with mediocrity, this conversation might not be appealing. However, for those aiming for impactful business results, the journey to crafting an effective brief is critical.

How to Write a Brief: Infusing Creativity with Strategy

Think of a brief as your project’s compass, guiding every creative decision and strategic pivot. According to Lucas Bergmans, a Freelance Advisor, Blogger and former Group Marketing Director at Cazoo, many underestimate the power of a meticulously penned brief. It’s not just a document, it’s the backbone of a smoother, more agile creative journey.

Re-imagining the brief as a collaborative art form transforms it into a bridge, connecting your aspirations with the creative talents of your agency, fostering innovation and streamlining your route to success.

Questions to Ask Before You Begin:

Why is this brief here?
Uncover the underlying business challenges.

What’s keeping the client awake at night?
Uncover the underlying business challenges.

Who are we trying to influence?
Identify your audience and their current perceptions.

What do we want them to do?
Define the desired action or change in behaviour.

What is the one thing we are trying to say?
Hone in on your core message.

Mandatories & Channel:
Outline any must-haves and the primary communication channels.

Supporting Materials:
Gather all necessary background info and assets.

The Anatomy of an Irresistible Brief

Crafting an irresistible brief involves more than just jotting down ideas – it’s about creating a narrative that aligns with your brand’s essence and speaks directly to your audience. Here’s how to ensure your brief has all the right ingredients:

Creative Brief Core Elements:

  • Brand/Product: Spotlight what you’re working with.
  • Brand Essence & Personality: Capture the heart and soul of your brand.
  • The Communication Challenge: Tackle the hurdles head-on.
  • Target Audience: Know who you’re talking to.
  • Barriers: Identify what obstacles your advertising must overcome.
  • Consumer Insight: Delve deep into the psyche of your audience.
  • SMP (Single Minded Proposition): Distill your message to its essence.
  • RTB (Reason to Believe): Why should your audience believe in you?
  • Tonality: Set the mood and voice of your communication.
  • Mandatory Inclusions: List everything that needs to be in your creative output.

Collaboration is Key: How to Write a Brief with Your Team

Envisage creating a brief as a team sport where every player brings something unique to the table. Engaging with your creative agency as partners rather than vendors opens up a world of possibilities. It’s about mutual respect, dialogue and blending your ideas with their expertise to concoct something truly spectacular.

Remember, unexpected stakeholders can pop up, much like a surprise ingredient in your dish. Be ready to accommodate these new flavours to ensure your project comes out tasting great.

For a more in-depth analysis on how to brief an agency, 2 Pimento Agencies Everything Is User Experience and Literal Humans have collaborated to produce an amazing ebook.

If you want to invest in a project that gets your business results, read their ebook to discover their secrets for writing a recipe (brief) for success.


Mastering how to write a brief is akin to perfecting your favourite recipe.

It requires a mix of strategic thinking, creativity and collaboration.

Armed with the right questions and a comprehensive understanding of your project’s core elements, you’re well on your way to whipping up briefs that lead to standout projects.

Here’s to your next masterpiece!

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