Video · 5 min read · October 2026
A corporate video brief that works
Corporate videos go wrong in predictable ways. The video tries to say everything to everyone. Several departments add their priorities halfway through. Nobody agreed who approves it. The result is a long, unfocused film that nobody is quite happy with, delivered late.
A one-page brief, agreed internally before production starts, prevents most of this. Here is what to include and a template to copy.
01
The objective
What should happen because this video exists? More qualified sales enquiries, faster onboarding of new staff, investor confidence, recruitment, a successful product launch? One primary objective. Write it as an outcome, not a description: "New clients understand our process before the first call" rather than "A video about our company".
02
The audience
Who will watch it, where and in what situation? Prospective clients on the website, buyers at a trade stall, new employees on their first day, investors in a meeting, followers on LinkedIn. The audience decides tone, length, language and how technical it can be.
Be specific about what the audience already knows. A video for existing distributors can skip the basics; one for first-time visitors to your website cannot. If there are two very different audiences, such as customers and potential employees, consider two short videos rather than one that tries to speak to both and convinces neither.
03
One key message
If the viewer remembers one thing, what should it be? Everything in the video should support that message. Secondary points can be included, but if they compete with the main message, they belong in another video.
If you cannot write the key message in one sentence, the video is not ready to be made.
04
Length and placement
Decide the main length and where it will be used. A website explainer might be 60 to 90 seconds; a training video may be longer; a LinkedIn cut 30 to 60 seconds; a trade show loop silent with captions. List every version you need upfront, so the shoot and edit plan for them.
05
Style and references
Share two or three reference videos and say what you like: the pace, the tone, the use of interviews, the graphics, the music. Attach brand guidelines: logo files, fonts, colours, and any rules on how the brand appears. Mention anything to avoid.
If you have made videos before, say what worked and what did not. Past videos that the team was unhappy with are often the most useful reference of all, because they show exactly what to avoid this time.
06
People and locations
Who will appear on camera, and are they comfortable? Which locations, and who arranges access? Any approvals needed for filming in factories, offices or client sites? Any confidential areas or information that must not appear?
Screens, whiteboards and documents in the background are easy to miss and hard to remove later.
07
Approvals and timeline
Name the single person who approves the script and the edit, and who else must review. Agree review turnaround times. Give the deadline and why it matters. Corporate projects slip most often at the approval stage, so this section is not a formality.
08
Measuring success
Decide in advance how you will know the video worked. For a sales video, it might be how often the sales team sends it and whether prospects mention it on calls. For recruitment, the number of applications that reference it. For training, fewer repeated questions from new staff. A simple measure agreed upfront keeps the brief honest about what the video is for, and makes the case for the next one.
Agree internally first
The brief is as much for your own team as for the editor. Getting marketing, sales, HR and leadership to agree on the objective, audience and message before production starts avoids the expensive late-stage rewrites that derail corporate videos.
One objective, one audience, one message, one approver.
Circulate the brief internally, collect comments, finalise it, and only then send it to your production team.
Corporate video brief template
Objective (one outcome): Audience (who, where, situation): Key message (one sentence): Main length: Other versions: Where it will be used: Reference videos (what we like): Brand guidelines attached: yes / no People on camera: Locations: Confidential items to avoid: Approver: Reviewers: Deadline (and why):
Fill it in, agree it internally and attach it to your first email to the production team. It will shape every decision after that.
Quick answers
What should a corporate video brief include?
The objective, audience, key message, length and versions, where it will be used, style references and brand guidelines, people and locations, approvers and the deadline.
How long should a corporate video be?
It depends on the purpose and placement. Website explainers are often 60 to 90 seconds, social cuts shorter, and training videos longer. Decide based on the audience and objective.
Why do corporate videos get delayed?
Usually because of unclear objectives, too many reviewers giving conflicting feedback, and late changes to the message or script. A clear, agreed brief prevents most delays.
Related reading
Brief agreed, video delivered.
Every corporate project I take on starts with this brief, so the first draft is already close. Corporate edits start at ₹8,000. Send me your filled-in brief.