How to Create a Project Brief: Strategies & Templates

Ever feel like you are working on a project, and everyone’s on a different page?

The key to the success of any project is your team’s alignment and clear communication within themselves. A project brief helps you do just that.

A detailed project brief serves as the foundation for your project, ensuring everyone involved is on the same page from the get-go.

It lays out the what, why, and how, ensuring everyone involved is on the same rocket ship (or, you know, project) and headed towards the same goal.

This guide will show you how to craft a brief to keep everyone in sync and your project on track. ✅

• What is a Project Brief?
• Differentiating Project Briefs from Similar Documents
  • 1. Project brief vs. creative brief
  • 2. Project brief vs. executive summary
  • 3. Project brief vs. project charter
  • 4. Project brief vs. project plan
  • 1. Setting the context
  • 2. Selecting the target audience
  • 3. Defining the project timeline
  • 4. Defining metrics to measure success
  • 5. Role of stakeholders and teams
  • 6. Listing key deliverables with dates
  • Step 1: Summarize the project and its purpose
  • Step 2: Define the project intent
  • Step 3: Outline OKRs and deliverables
  • Best practices to write a project brief

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  What is a Project Brief?

  • The ‘What’: What exactly are we trying to achieve with this project?
  • The ‘Why’: Why is this project important? What problem are we solving?
  • The ‘Who’: Who are we doing this for? Who is our target audience?
  • The ‘When’: What’s the timeline? What realistic deadlines can we set to keep everyone on track? ⏱️
  • The ‘How’: What are the deliverables? How will we build or create them by the end?

  💡Example: Your founder thinks your current fitness website needs a redesign before relaunching. This means a fresh, user-friendly website that showcases your brand and targets the audience better.

  You are aiming to snag 20% more qualified leads within six months.

  By creating a website redesign project brief. You:

  • Clearly define your target audience (fitness-freak young professionals)
  • Outline the campaign goals (increase qualified leads by 20% within six months)
  • List specific deliverables (engaging design, better color palette, etc.)
  • Establish a timeline, clarifying dates and deadlines

  Use customizable project brief templates to kick off your project brief. They’re ready to go, saving you time and giving your project structure so you can get things done faster and better.

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  Differentiating Project Briefs from Similar Documents

  People often confuse project briefs with other documents. Let’s check out similar docs and see what sets them apart:

  1. Project brief vs. creative brief

  Project briefs and creative briefs share many similarities. Both are essential documents in project development, but they tackle different aspects. A project brief gives the big picture—the project overview, what we are trying to achieve, who we are doing it for, and when it needs to be done. Creative briefs, on the other hand, zoom in on the creative side of things. 💡Example: Suppose you’re launching a social media campaign for a new fitness app. The project brief would outline the target audience (busy professionals) and the goal (increase app downloads). In contrast, the creative brief would delve into the campaign’s details—the kind of content (funny workout tips), the tone of voice (upbeat and motivational), and any specific design elements to incorporate. The project brief sets the overall direction, while the creative brief focuses on how to get there.

  2. Project brief vs. executive summary

  An executive summary provides a high-level overview of a project proposal, while a project brief delves deeper into specific details for execution. 💡Example: If you’re building an app, a project brief will act as a detailed construction manual—it lists all the information for the engineers. It’s a comprehensive document for the team directly involved. An executive summary, on the other hand, is like a press release for your project. It will highlight the app’s cool features, the benefits it offers users, and the overall mission. It’s a concise overview for higher-ups who need the ‘what’ and ‘why’ without diving deeper into the technical details. So, project briefs guide the team building the spaceship, whereas executive summaries excite the investors about the spacefaring adventure.

  3. Project brief vs. project charter

  Project briefs and charters are foundational documents in project management, but they are used at slightly different stages. A project charter formalizes project initiation, whereas a brief focuses on operational aspects. 💡Example: A project charter authorizes a project, outlines the necessary resources, and assigns a responsible project manager to ensure smooth operations. The project brief delves deeper into the project’s specifics. It details the kind of project you are working on, who will work with the project manager, and a timeframe for completion.

  4. Project brief vs. project plan

  Project briefs and plans may sound the same, but tackle information at different levels of detail. A project plan details specific tasks, resources, and dependencies, while a brief provides a broader context. 💡Example: A project brief provides a high-level overview of the app. It focuses on objectives, scope, deliverables, timeline, and stakeholders. It aims to give stakeholders a quick understanding of the project’s purpose and goals. The project plan for the app, on the other hand, will contain a detailed breakdown of tasks, timelines, resources, and risks. It includes specific actions, responsibilities, and strategies. It serves as a roadmap for the project team to execute and monitor the campaign effectively. So, while the project brief sets the initial direction, the project plan gets you there.

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  Elements of a Successful Project Brief

  Here are some critical aspects of a good project brief:

  1. Setting the context

  A strong project brief starts with a strong foundation—overview, background information, and context. It provides crucial context for everyone involved. Explaining the project’s history, goals, and any relevant connections to the organization’s bigger picture ensures everyone is on the same page from the outset. Having clear objectives in your project brief guides your team to success and paints a picture of what that success means. This clarity helps prioritize tasks and allocate resources effectively. It also allows you to set metrics for tracking progress and celebrate reaching your project goals.

  2. Selecting the target audience

  It’s crucial to know who you’re creating a project brief for. When you understand your target audience, you can customize your project’s deliverables and messaging to connect with them. A well-defined target audience ensures effective communication, increased buy-in, and a project that delivers real value for the right people. So, identify who you’re trying to reach: customers, a specific age group, or maybe even your employees. What are their challenges, and how can your project address them? Include this information in your project brief—think of it as sending out targeted invitations, ensuring everyone on the team understands who they’re creating for, and setting the stage for a project with a clear focus and smooth project management collaboration.

  3. Defining the project timeline

  A clear timeline perfectly sets expectations. Team members know when key milestones and deliverables are due, enabling transparency and avoiding confusion. This also allows for strategic resource allocation, ensuring the right people are available at the right time. You can identify potential roadblocks early on and adjust your course if needed. Plus, a defined timeline keeps everyone motivated and focused on achieving those milestones, celebrating each step forward as you navigate the project. When crafting your brief, remember to include a timeline detailing the major project phases, key milestones, and specific task deadlines.

  4. Defining metrics to measure success

  How will you gauge the project’s effectiveness? Through success metrics. Metrics can be quantitative (e.g., sales figures and user engagement) or qualitative (e.g., client satisfaction). Success metrics allow you to track progress and make informed decisions if needed (think website traffic or social media engagement). Plus, they strengthen accountability—team members understand how their work contributes to the project goals.

  5. Role of stakeholders and teams

  Two key groups use project briefs: stakeholders and teams. Stakeholders, the project’s investors, have a vested interest in its success. This might include clients funding the project, company executives providing direction or even the end-users who will interact with the final product. Stakeholders contribute to the brief’s development by defining project objectives, identifying the target audience, and establishing success metrics. Project teams execute the plan. They can include a project manager leading the team and functional teams like designers, developers, marketing specialists, or content creators. Encourage open communication throughout the project—feedback from stakeholders and questions from teams ensure everyone feels informed and invested in achieving the project’s goals.

  6. Listing key deliverables with dates

  A clear list of deliverables with deadlines allows clarity for everyone involved. Knowing deadlines allows teams to plan their work efficiently, prioritize tasks, and avoid last-minute chaos. There are tools out there to help you cut through the clutter. These tools cater to different preferences and needs; best of all, they’re free to use! So, finding a project management tool that fits your team’s needs is easy and hassle-free.

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