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Brand Perspective · Jul 28, 2026 · 5 min read
The brief template we give every new client
One page, six questions, and no room for a mission statement.
By Kofi Asare
Every new client engagement at Klugekopf starts with the same one-page brief. Six questions. No mission statement required.
The questions cover audience, offer, current channel, desired action, proof available today, and the single metric that would make this project a success.
Projects that start with this brief move faster because everyone in the room shares the same definition of done before creative work begins.