What is briefing and how to create one?

Marketing, design, architecture and administration: probably all professionals in these areas know what briefing is. The term comes from “to brief”, which means “to summarize”. Many people also use “agenda” and “script” as synonyms for briefing.

This document is a set of instructions and information relevant to carrying out a certain project, such as launching an online course, a marketing campaign, preparing an art, etc.

In other words, the briefing is, essentially, a document that serves to guide and prevent important information from being left out.

In this material, you will understand what it is and how to assemble it. Good reading!

If you prefer, see this video content:

What is briefing

The briefing can be done either to help better understand a client’s needs or to clarify questions related to an internal project.

Broadly speaking, the briefing is the data that will help you and your team better understand a specific job — this includes the action history, the main needs for accomplishment, and the objectives.

With the document, it is easy to understand:

  • developing a campaign;
  • the target audience;
  • competitor analysis and market research;
  • strategic information;
  • project objectives;
  • budgets;
  • Deadlines.

What’s more, if you need to transfer information to an external person, such as a designer or a freelance writer, the most important project data are already centralized in one place.

In this way, briefings promote project organization, help with inspiration, avoid rework and save time.

How to do a briefing

Set the goal

What will the briefing serve? Will it be for a post on a social network? For an e-book? The alignment of expectations among everyone involved with the project is essential.

Indicate those responsible

Who will be with you on the project? Record and, if possible, set deadlines for each at that time.

Summarize the company context

Include relevant data about your company that relate to the project, such as mission, vision and values. You can even include a SWOT analysis to help.

Include audience and persona information

In order for the project to communicate with the right people, everyone involved needs to have a clear vision of who is your company’s persona to be served (that is, yours or your client’s, depending on the project).

Ask about preferences and objections

Another way to guide the project is by getting to know the positive and negative references of the people you want to impact. What profiles does the public of the action like to follow on social networks? Which channels are most used? What are the most frequently asked questions about leads?

Space for extra information

After all this structuring, there is, yes, the possibility that you have left something out. Then, leave a space for other people (your team members or clients) to add any information they deem relevant to the project.

Evidence the budget

List the financial budget for each step of the project. This step is essential for validating results and calculating key metrics such as return on investment (ROI).

After this, validate the data collected with the people involved with the project, create a schedule and get to work!

4 Mistakes You Shouldn’t Make When Briefing

There are some common problems people have when writing the brief. Find out what they are:

Not be objective

Time is your most scarce resource, so don’t take your client’s and/or your team’s money for nothing. Ask only necessary questions, no vanity.

Remember that when you set up a meeting in real time, people are likely to be 100% dedicated to you. So, do your part and avoid being wordy.

Be overly technical

Again, beware of vanity when crafting your briefing. Some terms can even convey professionalism, but if they are incomprehensible, they will only feed your ego and hinder the development of the work.

Take advantage of past briefings

Another frequent failure among entrepreneurs is to create a single briefing template for all projects. The fact is that each action has different goals and needs. As a result, some questions may be unnecessary — which compromises the objectivity of your briefing.

Submit all questions online

In an attempt to avoid meetings, many people make the mistake of submitting all questions via the Google form, for example.

Avoid it, especially if the briefing is related to some work to be done with a client. In addition to not being professional, people may have doubts and not answer them properly. Therefore, make an appointment to clarify all the issues, whether in person or online.


Knowing what briefing is essential for anyone dealing with projects, even more so when it involves clients, teams and external service providers, such as freelance writers and designers.

To make a good briefing, try to gather with those involved the information that is most important for the development of the project.

For example, if you are going to work on the launch of an expert, it is essential to understand who the person is today, who are the people they want to impact and, above all, what are the expectations with the project.

The same is true if you have an info product and are going to work with an agency and/or team. Be clear and objective.