When your brand video really matters you'll hire a video agency like Froth & Fur. And the first step towards hiring the right partner is to write a strong brief. Here's a rundown of everything you need to make it the best it can be.
Step 1: Define Your Goals
Before you outline your story, clarify what success looks like. Ask yourself:
- Are you aiming for brand awareness, lead generation, or customer engagement?
- What metrics will define success (views, CTR, social shares, leads)?
- Who is your primary audience?
Setting clear objectives upfront gives your creative team a target and ensures every decision aligns with measurable outcomes.
Step 2: Know Your Audience
A story only lands when it’s relevant. Include:
- Demographics: Age, role, location
- Psychographics: Values, motivations, pain points
- Behavioral insights: How they consume content and make decisions
Understanding your audience allows the team to craft a narrative that truly connects.
Step 3: Outline Your Story
Even a brief needs a story arc. Include:
- The key message your brand wants to communicate
- Tone and style: cinematic, documentary, humorous, bold
- Emotional beats: moments you want the audience to feel (inspired, curious, reassured)
A strong narrative skeleton ensures your video is coherent and memorable.
Step 4: Set Creative Boundaries
Clarity helps creativity flourish. Specify:
- Budget range – gives the team scope for production and VFX
- Timeline – key milestones and launch date
- Brand guidelines – logos, colors, messaging tone
Creative teams thrive when they know the rules—they can then innovate freely within them.
Step 5: Include Distribution Plan
A video isn’t finished until it’s in front of your audience. Include details about:
- Platforms: LinkedIn, YouTube, Instagram, website
- Formats: long-form hero film, social cutdowns, motion graphics
- Goals for each channel: awareness, engagement, lead capture
This ensures the video is designed for the channels where it will have the most impact.
Pro Tip:
Attach examples, moodboards, or references—even a short clip of inspiration helps the team understand your vision and tone.
Next Steps
A well-written brief is the first step toward a brand film that connects, engages, and converts. Ready to talk? Get in touch.
Tim spends his days watching screens and playing bagpipes with his cat in NYC.
He dreams of setting foot on Colin Jost and Pete Davidson's Staten Island Ferry.