Provide a clear briefing that includes the following elements:
Objective: what message do you want to convey? 
Purpose: what is desired action of the target audience after watching the video? Do you want to include a call to action? 
Target audience: who do you want to reach?  
Context: informative, instructional, lecture, interview, narrative. What kind of feeling, look, atmosphere do you want to evoke? 
Elements to include: logos, tagline, signature sound. 
Distribution: how and where/what media channel (e.g., website or social media)? How do you generate viewers? 
Location: do you have any preferences in terms of locations? 
Storytellers: who will tell the story and who will tell what? 
Existing footage: is there existing material and can it be reused?