A better brief makes better work.

Start with the change you need

“We need content” describes an output. “We need more people to understand our new offer” describes a communication problem. Write down what you want to change and what action a person should take after seeing the work. This gives the creative team a useful test for every idea.

Be specific about the audience

A broad category such as “everyone aged 18–45” does not explain why someone should care. Describe the situation they are in, the problem they are trying to solve and the doubts that could stop them acting. Existing customer questions can be more useful than assumptions about demographics.

Choose one message to lead

The brief can contain many facts, but the work needs a clear priority. Decide what someone should remember if they only take away one thing. Then list the supporting points and evidence. Avoid asking one small social asset to explain the entire business.

Define the real deliverables

Agree the formats, channels, aspect ratios, video lengths, languages and number of versions. Clarify whether the job includes scripting, filming, design, editing, posting or paid-media management. “One video” can describe very different scopes, so make the expectation visible.

Make constraints useful

Share the budget range, launch date, approval process, available assets and required brand rules. Identify the person who gives consolidated feedback. A deadline only becomes a working plan when the team understands the dependencies that sit before it.

Agree how the work will be judged

Decide which signals matter for the objective. A brand introduction, a lead-generation campaign and a product demonstration need different review criteria. Record what is known now and what you want to learn. This keeps feedback focused on the brief rather than individual taste.

A clear brief gives a good idea somewhere to go.