A vague brief produces vague work. A clear one saves rounds of revisions and helps a team get to a strong idea sooner.
State the problem
Explain what you want to change: sales, awareness, sign-ups or perception. A single clear objective is easier to work towards than a list.
Describe the audience
Go beyond age and location. Who are they, what do they care about and what do they currently do or believe? Share any research you have.
Say what you want people to do
Define the action you want after seeing the work, such as visiting a page, signing up or telling a friend.
Give one main message
If you try to say five things, nothing will be remembered. Choose the one thing people should take away and support it with reasons to believe.
Set the practical limits
Include the budget, timeline, channels and any mandatory elements such as logos or legal wording.
Show examples
Share work you like and explain why, and share examples to avoid. This is often the quickest way to align taste.
Agree how success is measured
Decide in advance which numbers matter and how you will check them. Briefs are easier to defend when the measure is clear.
