Firstly, why write a design brief at all:
a) It helps you clarify on your objectives. For example do you just want to improve a tired corporate identity, generate sales, encourage enquiries, break into new market areas, launch a new product, or obtain information from your audience?
b) It helps the designer to stay focused on the end result and acts as a point of reference during the design process.
Define your corporate profile. Say what you do.
Where are you now with regards to sales and marketing. Where do you want to be. A realistic overview of where you are compared to competitors is very useful.
Your target audience
Detail your primary, secondary and tertiary audiences. Explain if you are trying to consolidate these market areas or break into new ones.
Detail any demographic information you have about your audience(s) such as:
What is the message. If possible show elements to be included in the designed items (logos, taglines, imagery, headlines and text.)
If you have an established corporate identity, show this to the designer.
Providing examples of what you like (and don’t like) can be very helpful for internal discussions and in explaining the direction you want the design to go.
These could include colour, imagery, typography and the look and feel of items you like.
Budget and Time Scale
Even a ball park figure will give the designer an idea of the scope of the project and your expectations. This will facilitate more accurate suggestions about design and production ideas.
Hope this helps
The Big Picture