The structure of a brief decides whether a project runs smoothly or ends in chaos. Lately we have been noticing more and more that clients skip the brief entirely. With the new ways of working, many assume that tossing comments over a video call and sharing data is enough. It absolutely is not.
Just last week I was working on a project where I headed off in completely the wrong direction – one the client clearly didn’t want. They had neglected to send me a brief and simply spent ten minutes on the phone telling me what to do, admitting they weren’t really sure themselves. The result was that I wasted many days of work and had to start from scratch. That is frustrating for both sides – freelancer and client alike. The first version still had to be paid for, so the client ended up paying twice.
To prevent this, we’ll show you how a brief is structured properly – with the seven parts that belong in every good brief, plus a checklist to tick off.
What is a brief? Definition and meaning
What is a brief? A brief is a compact, usually written summary of all the information, objectives and requirements that a client hands over to a contractor – such as an agency or freelancer – so they can carry out a task in a focused way. It answers the questions of what, why, for whom and by when and thereby forms the foundation of every project.
The meaning of the term is reflected in its origin: “brief” comes from the verb to brief (“to instruct someone concisely”) and has its roots in the military, where the key information was summarised briefly before an operation. Today the term is used above all in marketing, advertising, design, PR and journalism – wherever a task has to be handed over clearly to others. How such a brief is actually structured is what we cover in the rest of this article.
First the re-brief, then the work
Once you receive the client’s brief, a re-brief is worthwhile first. This is the process of prioritising and structuring the client’s needs so that the brief gets the best out of the commissioned freelancer or team. The written brief should also be discussed in person. This allows any outstanding questions to be clarified and ensures everyone understands what the work is meant to achieve.
One thing up front – and it applies to the entire structure: every brief must be written down. It is short and clear, uses bullet points rather than long paragraphs, and is no longer than two A4 pages. It must include concrete requirements covering the classic questions of what, when, where and how – and clarified responsibilities: who does what by when?
How a brief is structured: the 7 essential parts
A good brief follows a clear outline. These seven parts make up the structure – in exactly this order:
1. Background & context
First comes the background to the task – the context of the brief: why does the client need this project in the first place? Perhaps a new competitor has entered the market, prompting a new campaign, or an app needs rethinking. One to two paragraphs are enough here.
2. The task
Next is the task itself: a short description of the project that answers the question of what exactly needs to be done. Ideally it can be captured in a single sentence.
3. Objectives
Now come the objectives: concrete business or user-oriented goals that must be achieved as part of the project. Should revenue be increased? Should users find it easier to access their accounts? These points must be formulated concretely and be clearly measurable – which company objectives should the work fulfil?
4. Strategy & key message
This is followed by the strategy: the central message or brand statement (the key idea) that is to be communicated. This is especially important for advertising campaigns or brand work.
5. Scope of delivery
The scope of delivery follows – a precise list of deliverables. A concise bullet-point list defines exactly what needs to be produced: how many versions of the concept need to be presented? What ad sizes are required?
6. Deadlines & milestones
After that come the deadlines. The brief should schedule not just the final deadline but all the milestones along the way: initial client presentations, the final presentation of revised drafts, a check-in if needed, and the dates for final versions and production. Both internal and external deadlines matter here.
7. Resources
Resources come at the end: ordered links to documents. Define exactly what each is for, and mark what must be read and what is optional. A list of links without any explanation of what to do with them is not helpful. Examples are welcome here to illustrate a point – but always with a clear explanation of why they were chosen.
Brief structure at a glance
The short version to tick off – this is how a brief is structured:
- Background & context – why the project is needed (1–2 paragraphs)
- The task – what needs to be done, in one sentence
- Objectives – concrete, measurable business or user goals
- Strategy & key message – the central message
- Scope of delivery – a bullet-point list of deliverables
- Deadlines & milestones – internal and external dates
- Resources – ordered documents, links and examples with explanation
This structure fits on two A4 pages and can be reused as a rough concept or template for any project. If you want to get the structure strategically right, our strategy consulting provides the right framework.
When the client can’t put it into words
Of course a client cannot always articulate what they want their project to look like. For this there can be a session where the client removes, swaps and comments on images and objects on a wall, explaining why they kept certain things and not others. This way the client can express their gut feeling for what the project should look like when they cannot put it into words.
It is clear that a brief contains quite a number of essential parts without which the contractor cannot head in the right direction – which leads to misunderstandings that are entirely avoidable. We say it plainly: No Brief? No Work.
Frequently asked questions about brief structure
What does a brief mean?
A brief is a compact, usually written summary of all the objectives, information and requirements that a client hands over to a contractor so they can carry out a task in a focused way. The term comes from the verb to brief (“to instruct someone concisely”). In marketing, design and advertising, the brief is the binding basis for a project.
How is a brief structured?
A good brief is written down and follows a clear outline of seven parts: 1. Background & context, 2. The task, 3. Objectives, 4. Strategy & key message, 5. Scope of delivery, 6. Deadlines & milestones, 7. Resources. This structure ensures that client and contractor share the same picture of the project.
What should a brief contain?
A brief should contain the background to the task, a clear task description, concrete and measurable objectives, the central strategy or brand message, a precise scope of delivery, binding deadlines including milestones, and ordered resources such as documents and examples. Clear responsibilities (who does what by when) are essential too.
How long should a brief be?
Short and clear: ideally no more than two A4 pages. A brief uses bullet points rather than long paragraphs. The goal is not completeness at any cost, but that after reading it the contractor knows exactly what to do and why.
What is a re-brief?
In a re-brief, the contractor summarises the received brief in their own words, prioritises and structures the requirements and reflects them back to the client. This surfaces misunderstandings early and lets both sides confirm the same understanding of the project before the work begins.
Who writes the brief – the client or the agency?
In principle the brief comes from the client, because they know the goal and background best. In practice, however, the agency or freelancer often helps with the structure – for example with a template or in a joint briefing session – and then produces a re-brief to confirm it.