Good work starts with a short brief. Steal ours.
A brief is not a form. It is a promise about what the work is for. We keep ours to one page.
Five questions
Who is it for? What should they do? What do they believe now? What should they believe after? What is the one sentence we want repeated?
What to leave out
Long histories, wish lists and last year’s results. Add them as links if you have to. The brief is for deciding, not for storing.