What makes a good creative brief? In simple terms, a brief is the foundation of your future brand. A thorough, detailed design brief becomes the guiding document for the entire creative process, making it easy for the design team to understand your future brand. Clients use it to get organized, and the creative team uses it to understand the client. After all, everything is built around his vision. Without a decent brief, the project could easily turn into a disaster, with both sides getting frustrated, or worse, end up losing money.

Depending on the type of the agency, and if it has a defined process for putting together a brief, there are a few questions you need to ask yourself before committing to writing a brief. Regardless of the communication process between you and your agency, you should be able to know what do you want to accomplish with the project. Know thyself as they say.

What is your mission?

Take a deep breath and think of your vision, and what are you trying to accomplish. Where do you see yourself and your company or product in five years? What drives you and your future brand? A good designer or agency will know how to put that vibe to good use and integrate it in the project.

What are the brand features and benefits? What makes you different?

Another way that leads to a good outcome of a brand identity design process is making sure that the agency fully understands your product. Be as specific as possible in describing what you or your product does, and how will it be remembered and retold?

What’s the target audience of your product or service?

Where do you operate? Each market has its specifics. Do you know your’s? Who are your future clients? You should as much info as possible, so the designers will tailor a brand that speaks to your ideal customer.

How well do you know your competition? What are their strong and weakest points?

Knowing your competition is for sure a must when running your own business, and is equally important when designing a company or brand’s image helping the agency to make proposals about positioning and color schemes, and nonetheless crafting a truly unique brand identity.

What are the design styles you should follow? What do you want to avoid?

Since your vision is at the core of the entire branding process, it’s good to research a bit and learn what you like and what you dislike and let your agency know about it. Although this issue is controversial among designers in general, I believe that it’s the agency’s or designer’s job to find the perfect compromise between what the client wants and what is technically right. For every colour, there’s also a shade.


Every successful branding process is a successful communication process, and a good brief is just the starting point. The result of the green line between the client and the agency is a coherent brand identity that communicates the values and vision of the company, and it’s products.

Alex is the Creative Director and Co-Founder of Greative. He believes in a better world for you and me.