Let’s talk about the part everyone underestimates:
The brief.
It’s not the most exciting stage. It’s not the most visible. And it definitely doesn’t get the credit it deserves.
But here’s the truth:
A weak brief = a weak outcome.
Whether you’re working with an agency, a freelancer, or your own internal team, the quality of what you put in at the start will shape everything that comes after.
So, what makes a good brief?
Hint: You don’t actually need to write more.
It’s about thinking better.
A strong brief should answer:
- What are we actually trying to achieve? (be specific – “raise awareness” doesn’t count)
- Who are we talking to? (and what do they care about?)
- What’s the one thing we want people to remember?
- What’s not working right now?
- What does success look like in real terms?
And the bit most people miss:
- Why does this matter?
Because if the purpose isn’t clear at the start, it won’t magically appear later.
If you take one thing from this email, let it be this:
Spend longer on the brief than feels comfortable.
It will save you time, money, and a lot of back-and-forth down the line.
Next week: we’ll take that brief and talk about brand purpose.