A well-written digital brief provides the foundation for each and every successful digital project, however being able to succinctly articulate your objectives and aspirations can sometimes be a real challenge. In this article we outline eight vital tips to help you write a digital brief that will encourage the innovation and creativity to deliver a digital product or service that provides real business value and a solid return on investment (ROI). 

1. Begin with important contextual information

You’ll have a great deal of crucial background information that will inform the project at various points throughout the process and it is important you share this in the digital brief.

From providing a concise company history, including the products and/or services you provide, partnerships together with past and future growth, to clearly describing how this project will help you to overcome any issues you are currently facing, this section of your digital brief should provide depth and share your expertise in a way that is easy to read and understandable.

2. Clearly explain your unique selling points (USPs), brand values and beliefs

You need your project to accurately represent your brand. If it fails to reflect your core values, you risk confusing your audience and jeopardising your customer base. Remember, to establish yourself as an effective brand and maintain your reputation, every facet of your business must feel authentic and cohesive.

3. Outline your objectives and aspirations

Although it can be tempting to be as specific as possible and provide as much information as you have available to you, it is important to avoid curtailing creativity and innovation by providing what you believe are all the solutions. So, rather than focusing too closely on providing answers in your digital brief, you should instead clearly communicate what you hope to achieve through this specific project in both the short and long term.

4. Communicate your expectations and include key performance indicators (KPIs)

Whether you want to drive 50% more traffic to your website in the next 12 months or secure a 40% increase in sales, make sure these aspirations are clearly communicated within your digital brief so that every member of the team is on the same page from the outset. Outline exactly what you want to achieve in the first 1, 6, and 12 months after your project is live and explain the KPIs you expect to track. The only way you are going to know if your project is delivering value or needs to be refined is by tracking and analysing important datasets.

5. Defining your audience

As your audience should be one of the driving forces of every business decision you make, everyone needs to know who they are, what their expectations are and how they want to be communicated with. Breaking this data down into a series of detailed customer personas is often the best way to clearly define your audience. For a digital project, the personas should ideally include needs, motivations, attitudes and goals. Read more on Personas

6. Address your competition

It is possible to learn a lot from your competitors and identifying them within your digital brief will be helpful for all parties. Detailed analysis on what they are doing well and what you know you can improve on is often one of the driving forces of creativity and innovation because it establishes clear benchmarks that your team can strive to surpass.

7. Honesty is the best policy

It is crucial to be upfront about all essential requirements, timescales, key milestones, and budgets. Expectations must always be voiced to avoid future conflict and ensure the smooth delivery of your project.

8.Summarising your digital brief

Challenge yourself to summarise the motivations behind your project in a few sentences. In addition to helping you to refine your own focus, this section will reiterate your primary objectives in a way that is impossible to be misunderstood. Remember, clarity is key to success and a lack of clear communication will always be detrimental to the outcome of your project and digital strategies


At DotLabel we understand that writing a digital brief can be a daunting task, one way to address this is to undertake a scoping workshop. This is a paid-for exercise whereby our experts can take you and your project team through the steps of creating your brief. 

We may or may not be selected as one of the agencies that pitch for the work, but by bringing a specialist agency at this early point in the process, we can help you to explore the opportunities and consider different and new technologies and solutions. Your digital brief will be written up in a document ready to send to your selected suppliers to respond to.

For more information, contact the team at DotLabel

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