Describe, in plain English, what your company does. Explain who you are first, then explain what you do. For example, “development team…” then “we manufacture phone we are a factory… we are a shop… we are a website… we are a software handsets, we develop apps for the android platform, we sell bicycles, etc Avoid buzzwords or business-speak (e.g. “we provide solutions”, “we enable companies to leverage their investment and generate increased ROI” etc). What has led to the brief being required? Background information the writers should know.
Describe the people who will buy your product or use your services (include demographics, pain points or special interests where possible). Who will be reading the copy? Provide as much information about the client as possible. For example, age, income, company size, job title, location, interests, political affiliation, choice of newspaper, gender — anything that can help identify the reader. e.g. “Our clients are typically aged 30-40, have $1000 to spend, are university educated, female, interested in the arts and the environment, liberal, iPhone users, married but don’t have children, etc”