A brief is the client's description of what they want. Sometimes it is a detailed document. Often, especially with local clients, it is one line in a message: "I need a logo" or "Help me with my Facebook page." Most freelance trouble starts with a vague brief, so learning to turn one line into a clear plan is one of the most valuable skills you can have.
The five things to find out
Before you quote or start, make sure you know:
- The goal. Why do they want this? "A logo" might really be "I am opening a second shop and want to look established." The goal guides every decision you make.
- The audience. Who will see or use the work? Students, mothers, farmers, hotel guests, customers abroad? A flyer for a youth programme looks different from one for a law firm.
- The deadline. When do they need it, and is there a fixed event date? Ask when they need a first draft as well as the final version.
- The budget. What are they able to spend? Many clients will not say at first. You can ask, "Do you have a budget range in mind, so I can suggest an option that fits?"
- What finished looks like. What exactly will they receive? How many designs, posts, pages or rows? In which formats? How many rounds of changes?
Ask few, good questions
Do not send twenty questions; it overwhelms people. Choose the five to seven that matter most for your service and ask them in one clear message, a short call or a voice note followed by a written summary. Number your questions so the client can answer each one.