During the production process of corporate and presentation videos, I’ve learned that the real challenge isn’t choice of lens or camera or colour grading or voiceover — it’s defining the story.
What should the video focus on? How should it feel? What message should it leave behind?
To make this process smoother, I developed a list of guiding questions that I share with every client at the very beginning — not because I expect detailed answers, but because these questions act like a compass.
They help clients think, feel, and articulate what they truly want their video to become. The full list of questions is below.
If you’re planning a company video — whether you already have a clear direction or are still shaping it — this list helps frame the conversation and makes the creative process far more aligned and intentional.
Questions:
1. Brand & Messaging
- What is the single most important message you want the audience to take away from this video?
- Which company values or qualities do you want highlighted (e.g., safety, reliability, innovation, customer service)?
- How would you describe your company’s unique selling point compared to competitors?
- What tone should the narration or messaging carry (authoritative, approachable, innovative, reassuring)?
- Are there any visuals, phrases, or topics we should avoid?
2. Audience & Purpose
- Who is the primary target audience — existing clients, potential clients, investors, or partners?
- How will you measure the success of this video (engagement, leads, investor interest, brand perception)?
3. Story & Content
- What specific aspects of your operations or services would you like to show on screen?
- What are particular milestones or achievements since the establishment of the company should be showcased?
- Which specific projects or case studies should the video highlight?
- Do you want to feature your team and leadership on screen?
- What client testimonials, partner endorsements, or third-party validation should the video include?
- What parts of your product or service should definitely be shown on screen to tell your story ?
- Beyond your core business, what are other topics you’d like to cover — such as staff training, educational initiatives, CSR activities, innovations, or future developments?
4. Style & Creative Direction
- Do you have existing brand guidelines (visuals, tone, music style) that the video must follow?
- Do you have reference videos you admire (from your industry or beyond) that reflect the style you’d like?
- Should enhanced visuals such as motion graphics, 3D elements, or diagrams be part of the video?