How to Write Marketing Brief (12 Perfect Examples)

Every business person needs a marketing plan. It doesn’t matter whether you have a small-scale businessman or a major business corporation spread across a wide region. One thing that will drive your sales is marketing. Therefore, successful business people devote their resources, time, and efforts to strengthening it. With the rising number of competitors, among other challenges, it’s important to stay alert to overcome business challenges. According to strategies, developing a clear marketing brief unlocks new insights that help you get to the heart of these challenges.

Marketing Brief Templates

Free Downloadable Internet Marketing Brief Template as Word Document
Free Downloadable Marketing Brief Worksheet Template as Pdf File
Free Downloadable Marketing Brief Guide as Pdf File
Free Downloadable Direct Marketing Brief Guide as Pdf File
Free Downloadable Marketing Research Brief Template as Pdf File
Free Downloadable Mid-Management Marketing Brief Template as Pdf File
Great Printable Rebok Marketing Brief Template as Pdf File
Great Printable Client Withheld Marketing Brief Template as Pdf File
Great Printable Technical Marketing Brief Template as Pdf File
Great Printable Creative Marketing Brief Template as Pdf File
Great Printable Gift Card Marketing Brief Template as Pdf File
Great Printable Marketing Campaign Brief Template as Pdf File

    Defining Marketing Brief

    A marketing brief refers to a document that marketers use to ensure that their advertisements connect to their targeted audience in the most appropriate manner.

    With such a connection, you stand a better chance of getting the necessary information and strategies to meet the demands of your customers. Remember that it doesn’t contain a complete analysis of what needs to be done. Rather, it highlights key issues to be addressed.

    Elements of a Marketing Brief

    Creating a marketing brief can either define your success or failure. Usually, a well-written one contains the following key elements:

    • Brief background information about the company, product, or service.
    • A brief definition of your purpose and objectives you intend to accomplish.
    • Ensure you identify the demographic of your clients and explain how you intend to communicate your message to them.
    • Execution plan, which has deliverables such as emails, postcards, and flyers. In other words, how do you intend to reach your audience?

    Things to Consider Before Constructing a Marketing Brief

    Well, before thinking of having a marketing brief, here are some things to keep in mind:

    • Revisit your goals and expectations with a team of experts or stakeholders. This will ensure you achieve a high-quality document.
    • Avoid lingo, jargon, and acronyms.
    • Ensure the brief is simply structured and has all the necessary details.

    Objectives of a marketing brief

    Usually, it should be able to meet the following vital points.

    • Identify the best marketing strategy and its purpose.
    • Highlight the strategies that will effectively determine the campaign.
    • Identify the target audience as well as the foreseen outcomes of the campaign.
    • Determine clear goals, responsible stakeholders, and deadlines.

    How to Create a Marketing Brief

    Background information

    First, you need to provide a brief summary of the product/service or brand you are offering. Plus, mention the company’s core values, philosophy, mission, and vision. Here, you need to be as detailed as possible. Ensure that the company’s purpose is well understood by both the internal staff and other external stakeholders, such as agencies, copywriters, and directors.

    Identify the company’s objectives

    Here, you can ask yourself why the marketing brief is for you. And what are the overall objectives of the campaign? You should have business insight at the back of your mind.


    You need to come up with a proper budget. The budget will help you with effective financial management.

    Target market

    You need to identify your target market. Plus, identify if there are any segments within it and how your product/service or brand will serve the target audience. Other factors you can look at here include personal consumer type, tastes, and preferences. Identify factors that affect customers’ purchase decisions and how to address these factors.


    Take some time and do your research on potential competitors within the surrounding market. Identify how the competitors are reaching the public. Also, look for ways to improve your outreach.


    Note down all the relevant stakeholders involved as well as their responsibilities. For instance, list who is in charge of the design process. Who executes the activity? Listing the stakeholders also lets the staff know with whom they are working.


    List down all the guidelines, legal requirements, deliverables, and other necessary information. Plus, ensure everything isn’t left unturned.

    Marketing briefs are an important tool used to lay a framework and foundation for marketing initiatives. It provides brief information to directors, copywriters, and other stakeholders on the best methods to achieve public relations, advertisements, communications, and other useful campaigns.

    About This Article

    Brian Beers
    Authored by:
    Business Writing | BA in Journalism, Master of Business Administration (MBA)
    Brian Beers is an expert in business writing with over 15 years of experience in financial news. He has received numerous awards, including an Emmy nomination for his work as the lead producer of the CNBC feature "Boom, Bust and Blame: The Inside Story of America's Economic Crisis." Brian has also rung the opening/closing bell of the stock market three times, twice for the NYSE and once for the NASDAQ. He holds a BA in Journalism and an MBA. His exceptional storytelling skills and insightful analysis make him a sought-after professional in the business writing industry, helping individuals and organizations effectively communicate their ideas and strategies in the business world.

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