A well-written creative brief will give:

1. Background information – why you need the project

2. Your objectives and the outcome you’re looking for

3. What you’re prepared to spend – your budget in full

4. Information about your target audience, usually your customers

5. Opinions on style and tone – your brand guidelines, if they exist, or whether you want the agency to produce brand guidelines for you

6. The content or information you want in your project

7. Details of who will supply information to your designer or agency, and who will approve the creative work

8. The deadlines – not just when the final job is delivered by the designer, but taking into account time lag for production, delivery, and so on.

9. How you’ll measure success, and how and when you will review the project and identify results and learning points on the process

10. The parameters of what you want the supplier to get involved in. For example, sourcing other third-party suppliers, commissioning print, developing a brand identity as part of the execution of the task in hand.

11. Work with raycreative, who will help you develop a crisp and business-like brief.