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"A good brief is 50% of a project's success even before its actual implementation begins."
Great question! In marketing and creative work, ТЗ (TZ) and brief are often used interchangeably, but they have different meanings and purposes. Here's a clear breakdown:
---
### 🟡 Brief (in marketing, creative work)
What it is:
A brief is a short strategic document created by the client or marketing team to explain what needs to be done and why.
Purpose:
* To give context, goals, and target audience information.
* To align everyone on the vision before the project starts.
* It's more creative and strategic in nature.
Contents usually include:
* Business goals
* Target audience
* Key message / USP
* Tone of voice
* Competitor insights
* Deliverables (general)
* Deadline and budget
→ Focus: WHY and WHAT.
---
### 🟢 ТЗ (TZ) — *Technical Assignment*
What it is:
A ТЗ (technical specification) is a detailed document that gives precise instructions on HOW to execute the task.
Purpose:
* To tell the executor (designer, developer, SMM specialist, etc.) exactly what to do.
* It’s more technical and operational.
Contents usually include:
* Platform, format, dimensions
* Exact copy/text to be used
* Visual references
* Deadlines, file types
* Technical constraints (e.g., no more than 2 MB, 1080x1920 px)
→ Focus: HOW and WITH WHAT.
---
### ⚖️ In short:
| Aspect | Brief | ТЗ (Technical Assignment) |
| ---------- | ------------------------------ | -------------------------------- |
| Focus | Strategy, goals, target | Execution, instructions |
| Created by | Client / strategist / marketer | Project manager / marketer |
| Used by | Team, creatives, stakeholders | Designers, developers, executors |
| Content | Why + What | How + With What |
| Style | Strategic, often short | Precise, often detailed |
---
### 🔁 Real Workflow Example:
1. Brief → Defines what the client wants and why.
2. ТЗ → Turns the brief into a step-by-step task for designers or content creators.
---
Would you like a template or example for both?
---
### 🟡 Brief (in marketing, creative work)
What it is:
A brief is a short strategic document created by the client or marketing team to explain what needs to be done and why.
Purpose:
* To give context, goals, and target audience information.
* To align everyone on the vision before the project starts.
* It's more creative and strategic in nature.
Contents usually include:
* Business goals
* Target audience
* Key message / USP
* Tone of voice
* Competitor insights
* Deliverables (general)
* Deadline and budget
→ Focus: WHY and WHAT.
---
### 🟢 ТЗ (TZ) — *Technical Assignment*
What it is:
A ТЗ (technical specification) is a detailed document that gives precise instructions on HOW to execute the task.
Purpose:
* To tell the executor (designer, developer, SMM specialist, etc.) exactly what to do.
* It’s more technical and operational.
Contents usually include:
* Platform, format, dimensions
* Exact copy/text to be used
* Visual references
* Deadlines, file types
* Technical constraints (e.g., no more than 2 MB, 1080x1920 px)
→ Focus: HOW and WITH WHAT.
---
### ⚖️ In short:
| Aspect | Brief | ТЗ (Technical Assignment) |
| ---------- | ------------------------------ | -------------------------------- |
| Focus | Strategy, goals, target | Execution, instructions |
| Created by | Client / strategist / marketer | Project manager / marketer |
| Used by | Team, creatives, stakeholders | Designers, developers, executors |
| Content | Why + What | How + With What |
| Style | Strategic, often short | Precise, often detailed |
---
### 🔁 Real Workflow Example:
1. Brief → Defines what the client wants and why.
2. ТЗ → Turns the brief into a step-by-step task for designers or content creators.
---
Would you like a template or example for both?
✅ Definition:
A brief is a strategic planning document that outlines the objectives, context, and desired outcomes of a marketing or creative project. It serves as a bridge between the client (or stakeholder) and the execution team (e.g., designers, copywriters, strategists, or agencies).
It is not about how to do the work, but why the work is being done, what needs to be achieved, and for whom.
A brief is a strategic planning document that outlines the objectives, context, and desired outcomes of a marketing or creative project. It serves as a bridge between the client (or stakeholder) and the execution team (e.g., designers, copywriters, strategists, or agencies).
It is not about how to do the work, but why the work is being done, what needs to be achieved, and for whom.
🎯 Purpose of a Brief
Aligns all parties around a shared vision and business goals.
Sets a clear strategic direction before execution begins.
Prevents misunderstandings and scope changes during production.
Provides creative teams with inspiration and boundaries.
Aligns all parties around a shared vision and business goals.
Sets a clear strategic direction before execution begins.
Prevents misunderstandings and scope changes during production.
Provides creative teams with inspiration and boundaries.
🧠 Key Insight:
A brief inspires and guides. It doesn’t instruct. It helps the team think in the right direction, rather than follow steps.
A brief inspires and guides. It doesn’t instruct. It helps the team think in the right direction, rather than follow steps.
🏢 Real-Life Examples
📍 Example 1: Social Media Campaign Brief
Client: A coffee brand launching a new cold brew product.
Objective: Drive awareness and trial of the product among Gen Z.
Target Audience: 18–25-year-old urban coffee lovers in Uzbekistan.
Key Message: "Cold brew that matches your energy — bold, smooth, and on-the-go."
Deliverables: 5 Instagram Reels, 3 static posts, 1 UGC contest strategy.
Tone: Trendy, playful, young.
Timeline: 3 weeks.
Budget: $1,500
This would be handed to a content team, who would then create a ТЗ (tech brief) with exact video concepts, scripts, visuals, and posting schedule.
📍 Example 1: Social Media Campaign Brief
Client: A coffee brand launching a new cold brew product.
Objective: Drive awareness and trial of the product among Gen Z.
Target Audience: 18–25-year-old urban coffee lovers in Uzbekistan.
Key Message: "Cold brew that matches your energy — bold, smooth, and on-the-go."
Deliverables: 5 Instagram Reels, 3 static posts, 1 UGC contest strategy.
Tone: Trendy, playful, young.
Timeline: 3 weeks.
Budget: $1,500
This would be handed to a content team, who would then create a ТЗ (tech brief) with exact video concepts, scripts, visuals, and posting schedule.
📍 Example 2: Branding Brief for a Startup
Client: A fintech startup preparing for launch.
Objective: Develop brand identity that communicates trust, innovation, and accessibility.
Target Audience: Tech-savvy professionals aged 25–40.
Key Message: "Smart financial tools for modern life."
Deliverables: Logo, color palette, typography, brand voice guidelines.
Tone: Clean, smart, modern.
Timeline: 4 weeks
Budget: $3,000
This would guide a branding agency or designer to develop creative concepts. The actual design instructions would be detailed in a ТЗ after this brief is approved.
Client: A fintech startup preparing for launch.
Objective: Develop brand identity that communicates trust, innovation, and accessibility.
Target Audience: Tech-savvy professionals aged 25–40.
Key Message: "Smart financial tools for modern life."
Deliverables: Logo, color palette, typography, brand voice guidelines.
Tone: Clean, smart, modern.
Timeline: 4 weeks
Budget: $3,000
This would guide a branding agency or designer to develop creative concepts. The actual design instructions would be detailed in a ТЗ after this brief is approved.