A good brief saves months. Here is what to include.
1. Why now
What has changed: a rebrand, a new product, a move into audio or voice, inconsistent sound across markets? The reason shapes the work.
2. The brand, in feeling
Share the strategy, but also describe how the brand should make people feel. Music works on emotion, so emotional words are more useful than adjectives about the logo.
3. Where it will be heard
List every touchpoint: advertising, app, product, retail, events, phone, in-car, social, voice assistants. The more you list, the more the work must flex, and the more a strong melody matters.
4. What you already have
Existing jingles, music you license often, voice-overs and sound effects. Some may be worth keeping.
5. Rights and ownership
How long do you need the assets, in which territories and media? Do you want to buy or license? Decide early; it affects cost and creative choices.
6. Who decides
Name the people who will approve the work and involve them from the start. The most successful projects bring decision-makers into the studio.
7. Timing and budget
Be realistic about both, and leave room to hear, live with and refine the work.
8. How you'll judge success
Recognition, consistency of use, campaign results: agree on the measures before the work begins.
And one tip: ask to hear, not just read. Any agency worth briefing should answer your brief with sound.