From user to user, every brief varies in use, formatting and style. Still, a brief is used to prepare or give instruction by giving an abstract of the pertinent facts. So depending on the user emphasis will be different, thus varying formats. For instance a business organization or firm, will write a brief to inform impending suppliers, what they wish to achieve, they target market and supplementary information they deem necessary. A lawyer is also required to write a brief arguing for his clients. An excellent brief substantiates a case leading to their winning of the case. Despite this, a creative brief should involve various things and carry various features as will be seen below.

Accurate use grammar

A briefing should employ the correct use of grammar. If the information in a briefing is not understandable due to grammatically wrong sentences, then instructions meant to be passed shall be negated. Like any other piece, a briefing should be proofread to ensure elimination of mistakes like spelling, wrong tenses, and syntax errors. The message in a brief is usually critical; therefore the person briefing cannot afford to be misinterpreted.

Contains all details necessary for the briefing

It should ensure to provide all the details required for the presentation, meaning no instruction should be left out. Whatever the goal of the briefing is, every sentence should connote the intended purpose of the whole briefing. In a case where a lecturer is to take students for a field trip, any information missed in the briefing will call for an uproar. A creative briefing should be written in the visualization of the message you want to pass therefore leading to the inclusion of all the information.

Answers to readers and listeners expectation

A briefing should also be able to anticipate and meet the readers’ or listeners’ expectations. Most none creative briefing are not able to engage their audience effectively, therefore not achieving their purpose. This involves full filling the readers and listeners curiosity and not leaving them hanging wanting to know some information. In other types of writings, leaving your audience hanging creates pleasure like poetry. However, the purpose of a brief is not served if it is hanging.

Organization of ideas

A creative brief should be organized in a manner that ideas are following a particular order that is logical. It should contain a flow, meaning every sentence or paragraph is placed exactly where it should be. A writer should demonstrate creativity while writing a brief by bringing out their best organizational skills in arranging of events. A manager could be having guests in their firms, in turn, they could want to inform their workers to maintain professionalism while the guests are around. In such a brief, a manager should start by telling the workers that they are going to be expecting visitors on a particular day, instead of telling them to maintain professionalism on a set day first.

Demonstration of subject mastery

A creative brief demonstrates knowledge of the subjecting you are writing about. Briefs require the writer to do a thorough research on the subject. This is called for especially when an attorney is writing a brief to present in court. A poorly detailed brief will call for questioning the loopholes in the brief in court. In turn losing the case due to lack of justification.

It should be formal and precise

A creative brief should be exact. It should avoid excessive wording. A brief is all about instruction as seen earlier. Instructions tend to lose meaning when are accompanied by a lot of explanations. Formal language should be used in writing a brief. Although the language should not seem so commanding, appropriate choice of words is necessary for a brief.

Exact information

A brief should contain accurate information. A briefing meeting is called to pass information needed to be passed quickly. Information that is serious and requires to be given to people should be accurate. A good example is when you brief people on a schedule of activities that are supposed to be systematic and happen to leave out some information. The missing activities will cause the failure of the other activities. A brief should always contain the correct information.


It is also a common characteristic for a brief creative writer to highlight important facts. Highlighting helps to put emphasis on the important facts. Although it is common with attorneys while they are writing their brief, it is also done on other occasions. Other occasions when highlighting could be used include change of dates.

A brief proves its creativity and use while it delivers the message intended. Misrepresentation or wrong information is not tolerated expressly if it is to be presented in court by a lawyer. Despite compelling and persuasion are not necessary in a brief, in case they are required they should be used.