The most expensive part of a video is usually a change of direction halfway through. Most of that risk disappears if you can answer five questions early.
1. Who needs to watch this?
"Everyone" is not an audience. Name the person, and what they already know about you. A film for investors and a film for first-time customers are different films.
2. What should they do afterwards?
Visit a page? Call you? Trust you more? One clear action shapes the length, the tone and the ending.
3. Where will it live?
A vertical social clip and a conference-screen film are shot differently. Say so at the start, since reframing later is a compromise.
4. What must be in it?
List the non-negotiables, such as a location, a spokesperson or a legal line. Everything else can stay open for creative ideas.
5. What does success look like?
Decide how you will judge the result before you see it. It keeps feedback focused on the goal rather than on personal taste.
A good brief does not limit the creative team. It tells them where to aim.