How to Write an Agency Brief: 7 Notes for Your First Meeting

A good brief does not have all the answers. It brings the right questions to the same table.

A common hesitation before a first agency meeting is the feeling that everything needs to be decided in advance. Often, the purpose of the conversation is to work through exactly those undecided parts. A few honest notes can be more useful than a long presentation.

1. Describe the situation you want to change

“We need a new website” describes an output. “Customers do not understand what we do and keep asking the same questions” describes a problem. The second statement gives design, content and experience decisions a clearer direction. Tell us the output you have in mind, and why you think it is needed.

A useful starting sentence is: This is what happens now, and this is what we would like to happen instead. If something has not been measured, say so rather than inventing a baseline.

2. Explain who you are really speaking to

“Everyone could be our customer” makes creative decisions difficult. Think about the customer you most want to work with. What do they need? What do they want to know before deciding? In what situation do they look for you?

Three recurring questions from your sales or support team can be a very concrete starting point. Anonymised examples of the customer’s own language help reveal where the brand’s message should begin.

3. Make success understandable

Visibility, sales and brand perception are different goals. Discuss which one matters first. That priority affects the channel, the content and the experience you need to build.

Choose one main goal and a small set of supporting observations. You might care about the quality of enquiries as well as their number. If the current situation is unknown, establishing a baseline may be the first task.

4. Share what exists and what is missing

Logos, brand guidelines, product photos, the current website and previous work do not need to be perfect. Understanding which materials are usable helps define the production scope.

Do not put passwords or sensitive access information in a brief. Any necessary account access can be arranged separately with an appropriate sharing method once the project is clear.

5. Treat constraints as part of the decision

Real dates, approval responsibilities, production limits and an approximate budget range shape the solution. Talking about them makes an idea practical. If the budget is undecided, explain your priorities and whether the work could move forward in stages.

6. Bring references with a reason

You might like a website for its spacing, tone, navigation or product storytelling. Rather than sending only a link, add a note about what appeals to you. The aim is to find a design direction that belongs to your brand, rather than copy an appearance.

7. Decide what the first meeting should resolve

You do not need to solve the whole project in one conversation. Understanding the scope, agreeing on priorities or planning a discovery stage may be enough. A next step with an owner and a timeframe turns a useful conversation into progress.

Start with the brief notes on our blog page, or tell us about your project. You can also explore our approach to brand strategy and website design.