Writing the brief
Background - Who you are, what you do, main competitors
Objectives - What you are trying to achieve.
Message - The proposition, why is it relevant, attractive and different, why the customer should believe it, and what you want the recipient to think, feel and DO.
Target market - Who you are talking to, what you know about them, where they are, what their buying habits are.
“Look & feel”, mandatories - logo, language, colours, legal.