There are three essentials to writing an influencer brief. Firstly, it's about inspiration, not a company history. Remember that you're trying to inspire creativity; you're not trying to list out everything your company has ever stood for because the influencer doesn't care.
User friendly is everything, so you need to remember that an influencer brief is often being used during the moment of production - design your brief like a Pokemon card.
Thirdly, freedom within a framework. You need to allow the influencers to interpret your brief in their own personality; otherwise, why work with an influencer anyway.
Briefs should be part of a collaborative process, understanding that the creator knows their audience and content best. Sticking too rigidly to brand guidelines risks undermining the success of the campaign by placing the creator in an inauthentic position.
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