Start with the client's goal
Describe the outcome the client wants, not just the task they requested. A clear goal gives later scope and pricing decisions useful context.
Describe the audience
Record who will use, read or benefit from the work. Include known customer, stakeholder or internal-user information that could affect the approach.
List known deliverables
Capture the work discussed during discovery. Keep confirmed deliverables separate from ideas that still need clarification so the brief does not silently become a contract.
Capture requirements and preferences
Record brand, technical, content, platform, accessibility, communication or other requirements that may affect the project.
Document timeline and budget context
Include target dates, dependencies, important milestones and any budget range or pricing context the client shared. Treat unconfirmed figures as planning information until agreed.
Record the decision process
Note who reviews the work, who can approve it, and how decisions will be made. This can help prevent avoidable delays later.
Keep open questions visible
A useful brief does not hide uncertainty. List unanswered questions, assumptions and risks so they can be resolved before proposal or scope commitments are finalized.
Finish with next steps
State the immediate actions: send a proposal, confirm scope, provide assets, schedule kickoff, or resolve open questions. Review the brief with the client when important details are still uncertain.