You've decided your business needs a fresh look. Maybe it's a logo, new website graphics, social media assets, or marketing collateral. You've found a designer you like. Now comes the hard part, explaining exactly what you want without sounding like you don't know what you're talking about.
Here's the thing: most small business owners don't realise that how you communicate with your designer has everything to do with whether you'll be thrilled with the result or frustrated after multiple rounds of revisions. A poor brief leads to wasted time, money, and energy. A solid brief? That's your roadmap to getting exactly what you need on the first try.
The good news is that briefing a designer isn't rocket science. It's really about being intentional, clear, and organised. Break it down into three main phases, and you'll set yourself up for success.
Phase One: Define Your Project Specifics
Before your designer even opens their creative software, they need to understand what you're actually asking for. This phase is all about laying the foundation with concrete details.
Start with your business overview. Don't assume your designer knows your company inside and out. Give them the context they need. What does your business do? How long have you been in operation? What's your mission, and what makes you different from competitors? Include any existing brand guidelines you have, colours, fonts, logos, your brand voice. If you don't have formal guidelines yet, that's okay. Just describe what your brand feels like. Is it playful? Professional? Warm? Energetic?
Next, get crystal clear on your project goals. This is where a lot of business owners get fuzzy, but it's absolutely critical. Don't just say you need a logo. Explain why. Are you rebranding because you want to appeal to a younger audience? Do you need to look more modern and trustworthy? Are you trying to stand out in a crowded market? The "why" behind your project shapes every creative decision your designer makes.
Then define your deliverables with specificity. This is one of the biggest mistakes we see. Business owners say they need "social media graphics" and leave it at that. But your designer needs to know exactly what you want back. Do you need Instagram feed posts, Instagram Stories, LinkedIn graphics, or all three? What dimensions do you need? Do you want PNG files with transparent backgrounds, JPEGs, or both? Do you need the editable design files so you can update them yourself later, or just the final images? Do you need stock photography, or will you provide the images? Do you have the copy written, or does the designer need to work with placeholder text? These details prevent frustrating back-and-forth.
Also address ownership and rights. Who owns the finished design? Can your designer use it in their portfolio? Do you need exclusive rights? If your designer is using stock images, have you discussed licensing? These questions might feel a bit uncomfortable, but they matter legally and financially.
Phase Two: Provide Context and Inspiration
Your designer doesn't exist in a vacuum. They need to understand the world your business operates in and the aesthetic direction you want to move toward.
Brand guidelines are your friend here. If you have them, share them. If you don't, describe your brand's personality in as much detail as you can. What's your tone of voice? Are you corporate and buttoned-up, or casual and approachable? This matters because it influences visual choices as much as it influences your words.
Now talk about your competitors. Share three to five competitors and explain what they're doing well visually and what's falling flat. This isn't about copying them, it's about helping your designer understand what's already saturating your market so they can help you stand out. Point out what works, what doesn't, and what you want to avoid.
Visual references are gold. Create a Pinterest board or send a folder of images that inspire you. Include designs you love, even if they're from completely different industries. Your designer will understand the vibe you're chasing. But be honest about what you like and what you don't. If you save fifteen images and hate five of them, say so. Give your designer reasons. "I love the clean layout but not the colour scheme" is way more useful than just pointing at things.
Keywords and emotions matter too. What feelings do you want your design to evoke? Are you going for trust, excitement, playfulness, sophistication, creativity, reliability? List a few key words that describe the emotional tone you're aiming for. These become anchors that keep your designer on track.
Finally, be clear about constraints. Are there style elements you absolutely want to avoid? Colours you've decided are off the table? Design trends you think are overused? If you've got boundaries, communicate them upfront. It's way easier for a designer to work within guardrails than to guess what you don't want.
Phase Three: Outline the Logistics
Creative work happens within the real world of budgets, timelines, and decision-making authority. Get practical about these details now.
Timeline is everything. When do you actually need this finished? Give your designer a specific date, not just "soon." Also mention if there are any key dates that matter, like a product launch, seasonal campaign, or event. If you tell your designer you need this in two weeks and they also know you're launching next month, they can prioritise accordingly.
Budget is equally important. Designers often say that uncertainty around budget is one of the most challenging parts of working with new clients. You don't have to name a number if that makes you uncomfortable, but give your designer a range or explain what you're working with. Are you bootstrapping and keeping it lean? Do you have a more comfortable budget? Understanding your financial reality helps them scope the project appropriately and make recommendations that fit.
Deadlines and milestones matter too. Do you need the first draft by a certain date? How many rounds of revisions are you expecting? When will you make final decisions? Be realistic about your availability to review work and provide feedback. Designers can't move forward without your input, so if you're traveling or swamped, let them know upfront.
Finally, identify your point of contact. Who makes decisions? Is it you? Multiple people? If you're coordinating with other stakeholders, be upfront about that. Your designer needs to know who to ask when they have questions, and they need to know who can actually sign off on final work. Confusion here leads to delays and frustration.
Putting It All Together
The three phases work together. You're not just listing facts, you're painting a picture of your project, your business, and your expectations.
When you provide this level of clarity, something shifts. Your designer stops guessing and starts creating with confidence. They make strategic choices instead of assumptions. They deliver work that actually solves your problem instead of pretty visuals that miss the mark.
The investment you make in putting together a solid brief pays dividends. You'll get fewer revisions. You'll be happier with the outcome. You'll finish faster. And you'll build a better working relationship with your designer because you've done the work upfront instead of creating frustration through the process.
One last thing: remember that a design brief isn't set in stone. As conversations happen and ideas develop, you might learn something new about your direction. That's normal. The brief is a living document that keeps everyone aligned, not a contract written in concrete. But the clearer you can be at the start, the fewer surprises you'll encounter along the way.
Your designer wants to deliver great work for you. Give them the information and clarity they need to make that happen. That's what a solid brief does.
