# What is a creative brief?

> Learn what a creative brief is, what it contains, and how to write a brief that agencies love and that delivers the right results.

Human view: https://hasty.se/en/vad-ar-en-kreativ-brief
Agent view: https://hasty.se/en/vad-ar-en-kreativ-brief.md

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A creative brief is the document that bridges your need and the agency's solution. It's not just an order form — a good brief tells the agency how their work will be measured, what tone of voice you want, which competitors worry you and why this matters right now.

## What does a creative brief contain?
A creative brief summarizes background, goals, audience, tone and success criteria on 1–3 pages. It's created together by client and agency before work starts and serves as direction for every creative decision — from colour choices to copy to media mix.

Prisindikation: från 40 credits per månad.

## What's in a well-written brief
- Background: why are we doing this project now
- Goals and success criteria: how will we know it works
- Audience and persona: who is this for
- Tone of voice and visual direction: feel and style
- Budget, timeline and deliverables: logistics

## The difference between a brief and a request for quote
A request for quote asks what something costs. A brief says why you need it and what success means to you. A brief is a collaboration document; an RFQ is a procurement document. It's the difference between hiring an agency and building a partnership.

## FAQ

**Who writes the brief — the agency or the client?**

Best practice is when you write it together. The client provides background, needs and audience. The agency asks questions, validates assumptions and brings in perspective from experience.

**How long should a brief be?**

1–3 pages is ideal. If it gets longer than that, it's usually too detailed. The goal is direction, not micromanagement.

**Do you need a new brief for each project?**

Yes. Even if you work with the same agency, each project should have its own brief. Audiences, timing and goals change.

**Who can write a brief?**

Usually the marketing manager or product owner leads — but it's valuable when sales, support and leadership also contribute input.

## Ready to write a brief together?
Contact Hasty and we'll show you a brief template that actually works — and a team that loves working from a clear brief.

## Relaterade tjänster
- [Branding & visuell identitet](https://hasty.se/en/tjanster/branding-visuell-identitet)
- [Creative as a Service](https://hasty.se/en/tjanster/creative-as-a-service-caas)
- [Webb-, app- & UI/UX-design](https://hasty.se/en/tjanster/webb-app-design-ui-ux)
- [Presentationer](https://hasty.se/en/tjanster/presentationer)

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