A brand brief is the instruction set for the work: audience, message, must-include lines, restrictions, references, and due dates.
Why thin briefs fail
“Make it viral” does not provide enough direction. A useful brief identifies the offer, the opening hook, prohibited claims and any competitor restrictions so the creator does not have to guess.
If they do not have one
Send five questions. Write their answers back. That email *is* the brief. Do not shoot before it exists.