How to Write a Creative Brief for Video and Brand Content

A creative brief for video and brand content should explain the objective, the audience, the single most important message, the tone, the deliverables and formats, mandatory elements, budget, timeline and approval process. It gives the creative team a clear problem to solve while leaving room for ideas.

For brands and organisations in Ghana commissioning video, photography or design, the brief is the best way to avoid work that looks good but misses the purpose.

Objective

State what the content must achieve. Examples include introducing a product, explaining a service, promoting an event, recruiting participants or building recognition. Say how success will be judged.

Audience

Describe the people the content is for: who they are, what they care about, what they already know about the brand and where they will see the content. Specific descriptions lead to more relevant creative choices.

Single message

Write the one thing the audience should take away. Supporting points can follow, but a piece of content that tries to say everything usually communicates little. Include the facts and evidence that support the message.

Tone and style

Describe how the content should feel: warm, authoritative, playful, documentary, cinematic. Share references or examples you like and explain why. Include brand guidelines for colours, fonts, logo use and voice.

Deliverables and formats

List every asset needed, with specifications:

• Video lengths and aspect ratios, for example a 60-second horizontal film and 15-second vertical cuts
• Photography requirements and quantities
• Captions, subtitles and languages
• Thumbnails, cover images or graphics
• File formats and delivery method

Knowing all formats before production allows the team to capture material for every use in one shoot.

Mandatory elements

Note anything that must appear: logos, legal text, partner credits, contact details, a call to action or specific product features. Note anything that must be avoided.

Budget and timeline

Give the budget available and the key dates: concept presentation, approvals, shoot dates, first edit, final delivery and launch. Allow realistic time for feedback.

Approvals

Name the people who will review and approve work at each stage and how many rounds of revisions are included. Consolidate feedback into one set of comments where possible. Conflicting notes from several reviewers slow production.

Practical information

Include locations, access arrangements, people who will appear and any permissions or releases required. Confirm who will obtain consent from people being filmed or photographed.

A brief template

1. Objective and measures
2. Audience
3. Single message and proof
4. Tone, style and references
5. Deliverables and specifications
6. Mandatory and prohibited elements
7. Budget and timeline
8. Approvals and contacts
9. Logistics and permissions

PR369's Creative service covers content creation, video, photography, documentary production and campaign creative direction. Email info@pr369.com with the content you need, its purpose and your timeline. We will begin with a strategy conversation.