Agree on the work before anyone makes it.

Agree what is being made before anybody makes it.

• Before the first draft.
• Before the first shoot.
• Before the first Reel.
• Before anyone starts working.

Both sides should know exactly what they agreed to make. Brief puts the deliverables, dates, revisions, compensation, requirements and exclusions in one place.

• Send it as a link.
• See when it is opened.
• Get it accepted.

Then turn it into an Agreement without typing everything again.

The problem

Most briefs don't actually exist.

• They exist as conversations.
• Fourteen WhatsApp messages.
• Two voice notes.
• An email.
• A phone call.
• Then someone says:

• "Okay, so we're doing three videos."
• And the other person says:
• "I thought it was one."
• Neither person is necessarily lying.
• They simply left the definition of the work scattered across a conversation.
• The problem doesn't show up when the deal is being discussed.
• It shows up when the work is being delivered.
• That's when:
• "One video"
• becomes
• "I thought there were three."
• "Two revisions"
• becomes
• "Can we just make a few more changes?"
• "Organic usage"
• becomes
• "Can we run this as an ad?"
• "Due Friday"
• becomes
• "Why isn't this live today?"
• By then, the work has already started.
• Changing the terms now feels like a confrontation.
• A proper brief moves that conversation forward.
• Define it first.
• Then make it.

A Brief is the shared version of the work

The person commissioning the work has an idea of what they want.

• The person doing the work has an interpretation of that idea.
• Those two things are not automatically the same.
• A Brief makes them meet.
• It says:
• This is what we're making.
• This is how much of it.
• This is when each stage happens.
• This is how many revisions are included.
• This is what it costs.
• This is what isn't included.
• These are the requirements.
• These are the references.
• Both sides read the same thing.
• Both sides can point to the same thing.
• That is the point.

Specific enough to be disagreed with

• A weak brief says:
• "Create social content for the launch."
• A useful brief says:
• 1 Instagram Reel.
• 2 Instagram Stories.
• Draft by 7 September.
• Feedback by 9 September.
• Live on 14 September.
• Two rounds of revisions.
• ₦450,000.
• Organic social usage only.
• The difference is not more words.
• It's fewer assumptions.

What goes into a Brief

Deliverables

• Exactly what is being made.
• One Reel.
• Two Stories.
• Three raw files.

Whatever the actual agreement is. If the deliverable can't be counted, it probably isn't defined clearly enough.

Dates

• Not just the final deadline.
• When is the draft due?
• When does feedback come back?

When does the final version go live? Every important stage gets a date.

Revisions

• How many rounds are included?
• One?
• Two?
• Three?

Without a number, "revisions" can easily become unlimited.

Compensation

• The fee.
• The currency.
• When it is paid.

Everyone should know the commercial expectation before the work begins.

Exclusions

• What is not included?
• Extra platforms.
• Additional deliverables.
• Additional revisions.
• Exclusivity.
• Additional usage.

Anything that could otherwise be assumed should be named.

Requirements

• Tone.
• Product information.
• Mandatory talking points.
• Things that must be included.
• Things that must not be said.
• References.

The information the creator needs to produce the right first draft.

For brands

A Brief gives your creator a clear target.

• Instead of:
• "Here's the campaign."
• you can define:
• What needs to be made.
• How much.
• When.
• For which platform.
• What the creator needs to say.
• What they need to avoid.

• How many revisions are included.
• What you're paying.
• And what isn't part of the job.
• That means revisions can focus on making the work better.
• Not renegotiating what the work was supposed to be.

For creators

You don't have to wait for a brand to write the Brief.

If you've agreed the job in messages and nobody has formalised it, write the Brief yourself.

• Put your understanding down.
• Send it.
• Ask them to accept it.

• That simple act does two things.
• It protects you from misunderstanding.
• And it makes you look like someone who runs their work professionally.
• You aren't being difficult.
• You're making sure you're both talking about the same job.
• ONE BRIEF. ONE VERSION OF THE WORK.
• Campaigns can involve multiple creators.
• That creates another problem.

If six creators receive slightly different instructions, you don't have one campaign. You have six interpretations of one campaign. A shared Brief gives everyone the same source.

• Same requirements.
• Same deliverables.
• Same dates.
• Same expectations.

Everyone can work from the same definition of the job.

Send it as a link

You don't need to attach another PDF to an email.

• Send the Brief as a link.
• The recipient opens it in their browser.
• No download.
• No:
• "I can't find the attachment."
• No:
• "Can you resend?"
• The Brief is the thing they open.

Know whether they've actually seen it

Silence doesn't tell you much.

• Did they reject it?
• Are they considering it?
• Did it get buried?
• Did they even open it?

Brief shows when it has been opened. That gives you a simple answer to a very ordinary question: Have they seen it?

Acceptance happens before the work

The most useful time to discover disagreement is before anyone starts.

• The creator thinks:
• "Two Reels."
• The brand thinks:
• "One Reel."
• Good.
• Find out now.

• Not after the first one is delivered.
• Brief gives both sides a place to review the terms and accept them.
• If something is wrong, change it.
• If something is unclear, discuss it.
• If everything is right, accept it.
• Then start.

Brief becomes Agreement

This is one of the most important parts of the workflow.

• You shouldn't have to create the same deal twice.
• First you write the Brief.
• Both sides accept it.
• Then you need a formal Agreement.
• The Agreement should use the terms already agreed in the Brief.
• No copying.
• No retyping.
• No accidental changes.
• No:
• "The brief says two Reels but the contract says three."
• The accepted Brief becomes the foundation for the Agreement.

Brief becomes work

The Brief also defines what actually needs to be done.

• So once the work starts, you shouldn't have to invent the task list again.
• The deliverables can flow into Workdeck.
• The work says:
• Create Reel.
• Create Story 1.
• Create Story 2.
• Draft due.
• Feedback due.
• Publish.
• The Brief defines the work.
• Workdeck tracks the work.
• Agreement formalises the deal.

How it works

From conversation to clear work

Define the job

Write down the actual deliverables, dates, revisions, compensation, requirements and exclusions.

Send the Brief

Share it as a link. The other side can open it directly in their browser.

Know it was opened

See when the Brief has been viewed.

Review and respond

The other side can review the terms. If something is wrong, resolve it before work begins.

Accept it

Both sides now have a shared understanding of what is being made.

Turn it into an Agreement

Generate the Agreement from the accepted terms. No retyping. No second version of the deal.

Turn deliverables into work

Move the actual work into Workdeck so the team can track what needs to happen.

Make the thing

Now everyone is working from the same definition of the job.

Three ways to use Brief

When the brand never sent one

• A brand agrees a creator job through messages.
• Everyone says:
• "Perfect."
• Then nobody sends a formal brief.
• The creator creates one based on everything they agreed.
• Sends the link.
• The brand opens it.
• They confirm:
• Yes.
• That's what we're doing.

Now the creator can start without wondering whether the brand meant something else.

When a campaign has many creators

• A brand is running a campaign with six creators.
• Every creator needs to deliver:
• 1 Reel.
• 2 Stories.
• Same product requirements.
• Same campaign dates.
• Same key messages.

Instead of six slightly different conversations, the campaign has one clear Brief. Everyone works from the same source. The brand can still handle creator-specific details where needed.

But the foundation stays consistent.

When revisions start eating the margin

• A creator agrees to two rounds of revisions.
• The Brief says two.
• The first round happens.
• The second happens.
• Then another request arrives.
• Without a Brief, the creator has to argue about what "revisions" meant.
• With one, the answer is already there.
• Two rounds were included.
• Anything beyond that is a new commercial conversation.
• The Brief didn't make the creator difficult.
• It made the boundary visible.

Brief + Campaigns

Campaigns are where the wider brand-creator engagement lives.

Brief defines the work inside that campaign. For a campaign with multiple creators, the Brief can give everyone a common source of truth.

• Campaign:
• Who is involved.
• What the campaign is.
• What is happening.
• Results.
• Brief:

What each participant is actually being asked to make.

Brief + Agreement

• Brief:
• "This is what we're making."
• Agreement:

• "This is what we formally agreed."
• The two should not be separate versions of the same deal.
• That's why the accepted Brief can become the foundation for the Agreement.
• The terms have already been discussed.
• Don't type them again.

Brief + Workdeck

Brief defines the deliverables.

• Workdeck turns those deliverables into work.
• For example:
• Brief:
• 1 Reel.
• 2 Stories.
• Draft 7 September.
• Feedback 9 September.
• Live 14 September.
• Workdeck:
• Create Reel.
• Create Story 1.
• Create Story 2.
• Submit draft.
• Apply feedback.
• Publish.
• The brief says what needs to happen.
• Workdeck helps make sure it actually happens.

Brief + Approval Chain

Some work needs several people to review it before it goes live.

The Brief defines what the final work should contain. Approval Chain handles the process of getting the finished work reviewed and approved.

• Define it.
• Make it.
• Get it approved.

Brief + Rate Card

A Rate Card can establish the creator's standard pricing.

• The Brief establishes what this particular engagement includes.
• So if a creator's Rate Card says:
• Instagram Reel, ₦250,000.
• The Brief can say:
• 2 Instagram Reels, ₦500,000.
• The Rate Card establishes the pricing reference.
• The Brief establishes the actual job.

Brief vs WhatsApp

WhatsApp is where a conversation happens.

A Brief is where the result of that conversation becomes clear.

Brief vs a PDF Brief

A PDF can describe the work.

Brief makes the work part of the workflow.

Before you send a Brief

A few things to check.

• COUNT THE DELIVERABLES.
• "Social content" isn't a deliverable.
• "One Reel and two Stories" is.
• PUT A DATE ON THE FEEDBACK.
• A final delivery date without a feedback date leaves a huge gap in the process.
• COUNT THE REVISIONS.
• Two rounds.
• Three rounds.
• Whatever you actually agreed.
• Don't write "reasonable revisions."
• DEFINE WHAT ISN'T INCLUDED.
• Extra platforms.
• Extra deliverables.
• Extra revisions.
• Exclusivity.
• Additional usage.
• If it matters, write it down.
• MAKE THE MONEY CLEAR.
• Fee.
• Currency.
• Payment timing.
• Nobody should be discovering the commercial terms after the work is finished.
• DON'T CONFUSE A BRIEF WITH A CONTRACT.
• The Brief defines the work.
• The Agreement formalises the commercial terms.
• USE THE BRIEF BEFORE WORK STARTS.
• The point is not to document a disagreement.
• The point is to prevent one.

Why Klairova

Creator work has become commercial.

• There are brands.
• Creators.
• Campaigns.
• Deliverables.
• Deadlines.
• Usage rights.
• Invoices.
• Agreements.
• Approvals.
• Money.

• But too much of the work still begins with:
• "Hey, just confirming what we discussed..."
• Then a long message.
• Then another.
• Then:
• "Actually, can we add..."
• And somewhere in that conversation, the job changes.
• Brief gives the work a starting point that both sides can actually point to.
• One document.
• One definition.
• One set of deliverables.
• One set of dates.
• One set of expectations.
• Then the rest of the workflow can build from it.
• Agreement.
• Workdeck.
• Approval.
• Campaign.
• The brief is where the work becomes clear.

Related features

• Agreement: Turn the accepted Brief into a formal agreement without retyping the terms.
• Campaigns: Manage the wider brand-creator engagement around the Brief.
• Workdeck: Turn the deliverables into tasks and track the work.
• Approval Chain: Move finished work through the required approval process.
• Rate Card: Set the pricing reference that informs the commercial terms.
• Invoices: Bill for the work according to the agreed commercial terms.

FAQ

What is a Brief?

A Brief is a structured definition of the work both sides agree to before the work begins. It records things such as deliverables, dates, revisions, compensation, exclusions and requirements.

Who is Brief for?

Both brands and creators. A brand can write the Brief. A creator can write the Brief when the brand hasn't provided one. The important thing is that both sides understand and accept the same definition of the work.

Can a creator write the Brief?

Yes. In fact, that can be one of the most useful things a creator does when the terms have been agreed informally but the brand hasn't sent a formal Brief.

Can I send the Brief to a brand?

Yes. The Brief can be shared as a link so the brand can open it and review the terms.

Can I see if someone has opened the Brief?

Yes. Brief tracks when the recipient opens it.

Why does open tracking matter?

Because silence is ambiguous. If someone hasn't responded, knowing whether they have actually opened the Brief gives you useful context.

Can the other side accept the Brief?

Yes. The purpose is for both sides to review the work and resolve disagreements before production begins.

What happens if they disagree with the Brief?

Resolve the disagreement before starting. The Brief can be changed and reviewed again. That's exactly when disagreement is useful, before the work exists.

Can I change a Brief after it has been accepted?

If the scope changes, the change should be documented and accepted rather than quietly changing the original understanding. The exact versioning behaviour should follow the product's implementation.

Is a Brief the same as an Agreement?

No. A Brief defines the work. An Agreement formalises the commercial terms between both sides. The accepted Brief can be used to generate the Agreement without retyping the terms.

Why not just use the Agreement?

• The Brief is useful earlier in the process.
• You want to agree what is being made before you move into the formal agreement.
• The sequence is:
• Define the work.
• Agree the work.
• Formalise the deal.
• Make the work.

Can the Brief become an Agreement?

Yes. The Brief is designed to be convertible into an Agreement without retyping the information.

Why is that important?

Because the Brief and Agreement should not contradict each other. If the Brief says two Reels and the Agreement says three, you've created another problem. Generating the Agreement from the accepted Brief keeps the two connected.

Can I turn a Brief into Workdeck tasks?

Yes. The deliverables in the Brief can become the basis for Workdeck tasks.

Can I use Brief for a campaign?

Yes. A campaign can have a Brief attached so participants work from the same requirements.

Can one Brief cover multiple creators?

Yes. A campaign Brief can provide common requirements for multiple participants.

Can I have creator-specific details?

The core Brief model supports defining the work, and campaign workflows can contain participant-specific requirements where applicable. The exact implementation should determine how those variations are represented.

What should a good Brief include?

• At minimum:
• Specific deliverables.
• Dates.
• Revision limits.
• Compensation.
• Exclusions.
• References.
• Requirements.

The more important something is to the job, the less you should leave it implied.

How many revisions should I include?

There is no universal number. Agree on the number that makes sense for the job. The important thing is that there is a number.

Why are exclusions important?

Because people naturally fill gaps with assumptions. If something isn't included, saying so prevents it from quietly becoming part of the expected scope.

Should usage rights be in the Brief?

Usage should be clear before the work begins. For detailed usage arrangements, Klairova's Content Licences and Ad Rights features provide dedicated infrastructure for those rights.

Does a Brief include payment terms?

Yes. Compensation and payment expectations are part of the Brief. The formal Agreement can then carry those terms forward.

Can I use a Brief without a campaign?

Yes. Brief is useful whenever two parties need to define work before it begins.

A Campaign is one context where it becomes especially useful.

Can a creator use Brief for a client project?

Yes. A creator can use a Brief to define what they are delivering to a client before starting the work.

Can a brand use Brief for a creator?

Yes. A brand can define exactly what it wants produced and send the Brief to the creator for review and acceptance.

Is a Brief legally binding?

A Brief is primarily a definition of the work and shared understanding. The formal legal agreement should be handled through Agreement and, where necessary, reviewed by a qualified lawyer.

Can I use Brief for non-creator work?

The core product is built around defining work between parties, particularly brands and creators. The exact range of non-creator workflows should follow the product's supported implementation.