The role of the briefings is to establish the framework and basis for the initiatives that will define the development of the project. In addition, they constitute a control function in themselves since they will make it possible to verify whether the results of the work correspond to the objectives set.

How many times have we heard whether or not the proposed solutions are “in briefing“. For this reason, good briefings can be the difference between the success and failure of the project. It could be said that the quality of any briefing is directly linked to the quality of its output. Despite this, it is true that a good team can complete a poorly planned brief , as long as the person responsible for that briefing is receptive to improvements.

Unfortunately, there are still many occasions where not enough interest is taken in its writing, taking many aspects for granted and jeopardizing the success of the project.


Briefings will help you solve approaches, whether you’re using them internally or externally. You can use them internally if you have a team to tackle the work. And even more so if you’re involving a third party.

Before you start preparing it, it’s a good idea to consider the following questions:

What is the purpose of the briefing?

What points need to be addressed? The constituent elements of the matter need to be clarified and you may also need to make recommendations on how to proceed. A sense of key points and considerations needs to be given so that decision-makers are better placed to reach a conclusion.

Who is it for?

What do they need to know? Not all details are appropriate for all audiences; Consider who you’re preparing them for. What are they interested in? It might look something like this:

  • Objective: A statement of the issue or problem in one or two lines, clearly explaining the purpose of the briefing.
  • Main Body: Information about the background, current situation, and options available for moving forward. The information must be concise, objective, clear, substantiated and impartial. If information is missing or unavailable, it should be noted.
  • Conclusion/Recommendations: You should leave the recipient with a clear message and, where appropriate, recommendations on how to proceed. Keep in mind that some people skip straight to the conclusion.


Although each case may be different, there are 9 main aspects that a good briefing should include:

  1. Context

Define the context in which you act. What is the company? Who is it. What’s he doing. How he does it. Why it’s important. History. Size. Products. Markets. Sectors.

  1. Objective

Identify the scope of the project. Why this collaboration is needed. What are the objectives of the project? It will be total or partial collaboration.

  1. Target

Describe the target audience, perhaps secondary audiences. B2B or B2C. What is the relationship you have with the brand.

  1. Competence

Indicate the competence and scope of action. What it offers. It’s better or worse than what the brand offers. Provide as much information as you have as it is often not easily accessible.

  1. Image & Touchpoints

How the brand projects its image. What are its hallmarks? If it is a design or creativity brief, provide Brand Manual. List or facilitate the main points of contact.

  1. Imperatives

Define everything that is considered mandatory in the development of the project. If appropriate, also point out what would not be accepted.

  1. Deliverables

Be clear and precise in the deliverables that are expected to be received from the collaborator. Detail and specify each of them.

  1. Budget & Time

Indicate if there are any budget constraints or key dates for the delivery of materials during and at the end of the project.

  1. Responsible parties and approvals

Specify who will be responsible for the dialogue and approval, as well as the processes foreseen for the validation of the material presented.


Good briefings represent a great competitive advantage over those that do not reach that level. They are not just a document, they are a tool that facilitates clear and thorough communication from the beginning of the process. A clear briefing can prevent last-minute changes, misunderstandings, and conflicting goals, all of which will translate into valuable time and money.

They all meet a number of characteristics that make them an excellent starting point:

  • They are inspiring. They involve the collaborator and motivate them to give their best, leaving room for their contributions.
  • They are the result of shared efforts. They do not start from an isolated person, but have been developed with a transversal vision within the Company.
  • They are the fruit of experience. Written or led by senior teams who are well aware of the potential of each of the resources detailed therein.
  • They’re simple. They avoid complexity and know how to synthesize information without leaving anything relevant.
  • They’re human. They skip the technicalities to focus on the substance of the issue so that it can be easily interpreted.

In most cases, going into a project without a briefing is like flying blind. In a context that requires agility, it is essential that the work process is as efficient as possible. And that starts with a thorough and well-thought-out briefing .

The great Oscar Wilde said that “there is no second chance to make a good first impression”. In a good briefing you will find the first opportunity that should not be wasted to achieve an excellent result.



Carlos Puig Falcó
CEO of Branward