What Freelancers Need In a Creative Brief (A Checklist)
By Andy Strote From the new book How to Become a Successful Creative Freelancer. Coming soon to Amazon and other online retailers.
As a freelancer, you should get a written creative brief from your client. It might be an email or a more formal document.
But some clients write lousy briefs. Use this checklist to get the information you need to provide an estimate and then do the project.
If you don’t get a written brief, you can use this template to work with the client to create one. Be sure to charge a “project definition” consulting fee for it.
You might not need everything in this checklist. Pick and choose the relevant items.
A Creative Brief Starts With a Title and Description
The project should have a name, followed by a brief description. Having a name makes it easy to refer to in conversation. If the client didn’t give it a name, then do it for them.
Every Project Needs Defined Goals and Objectives
What is the aim of this work? It could be anything from launching a website, driving online sales, driving traffic to physical stores, downloads, newsletter subscriptions, getting on a waitlist, etc.
Include any relevant timeline. “Our goal is to get 500 newsletter subscriptions by (date).”
You and the client need to agree on the goals and objectives. Sometimes, clients have unrealistic goals like “I want to be #1 in search results.”
In any case, don’t guarantee results. They are goals, not guarantees.
Who Is the Audience?
Describe the audience(s) using as many relevant criteria as necessary.
For example, male or female, age, income bracket, family status, geographic location, education level, experience with similar products or services, psychographics (personalities, interests, social status), etc.
Also, where appropriate, include purchasing influencers.
For example, children have a significant influence on the purchase of many grocery items. In a B2B setting, the buyer is probably not the user but may have a purchasing influence.
Review Relevant Background Information
Include any relevant history, such as previous campaigns (what worked, what didn’t), product evolutions, etc.
If there are styles to be followed, you’ll want a style guide. This could apply to fonts, colors, writing tone and voice, grammatical standards, technical development preferences and specs, etc.
If examples of previous work would be helpful, they should be included.
What About Research? Are You Doing It, Or Is It Provided?
Note any research that is provided or needed. If research is missing, who is providing it? If you’re required to do research, you’ll need an outline of critical information to be included, such as citing of sources.
Be careful to limit research. Research can be endless and sometimes futile if you’re looking for something not publicly available.
Also, note that some research requires payment. This is especially true for specific marketing studies, medical research, etc. If this research is critical, be sure there’s a budget for it.
A Competitive Analysis Can Be Helpful
List any competitors and outline how this product will compete with them. This might include product features, distribution, and pricing. Note any competitive advantages or disadvantages.
A competitive analysis is also helpful for any design work. You should know what you’re up against.
Are Messaging and Tone Defined?
What are the key messages? Think in terms of features and benefits.
For tone, should it fit with previous campaigns? Has tone been defined, or is this new?
Sometimes, analogies to other well-known brands are helpful.
Clear Requirements for Assets and Deliverables
Define the deliverables in terms of content and file type. This may be as simple as one 1,500-word blog post or more complex, such as 10 web pages, each with charts, graphs, and illustrations.
Be sure to include a number if there are multiple items.
A clear understanding of deliverables is essential to prevent scope creep.
Stakeholders Are Important, Especially in Large Companies
Include any relevant stakeholders who are directly involved with the project.
They may have approval authority or simply need to be kept informed of the progress.
Ideally, there should be one key point of contact on the client side.
You Need a Budget Range
In addition to the final budget (e.g., not to exceed $10,000), there may be budget breakdowns (10 charts at $250/chart). The client should give you a budget range, which you’ll refine in your estimate.
Be sure there is a detailed discussion and agreement on budgets to avoid future misunderstandings.
The client may outline the budget, but you’ll want to review the Terms & Conditions to clarify project scope, payment terms, and how you’ll handle any additional revisions.
A Timeline Keeps the Project Moving
For more significant projects, the timeline should be broken down to include the kick-off meeting, presentation of concepts, approval date, and final delivery date.
Note whether the delivery date is flexible or written in stone.
Simple projects are likely due within days, so everyone must agree on the date.
Distribution Process
Distribution depends on the type of project. Where do you send your files once you have final approval of your work? Do you need to be aware of what happens next?
Additional Notes
This is a space to include anything that hasn’t been covered above.
What Should You Read Next?
Here’s how to write estimates that win big projects.
Want to Improve How You Work With Clients?
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