How to Brief Your Photographer or Videographer for Your Brand’s Voice

When it comes to brand photography or video, the results are only as strong as the direction you give. A great creative team can capture incredible visuals, but they’re not mind readers. That’s where a clear, thoughtful creative brief comes in.

But here’s the trick: a strong brief isn’t just about rules and shot lists. It’s about knowing when to give direction and when to share inspiration—and the balance between the two is what leads to authentic, on-brand results.

Why a Brief Matters

A strong brief:

Saves time during the shoot (fewer guesses, more clarity).
Keeps everyone on the same page (from marketing to executives).
Ensures the final content looks and feels consistent with your brand.

Without a brief, you risk getting beautiful images that don’t quite match your message—or worse, content that feels disconnected from who you are.

Inspiration vs. Direction: Knowing the Difference

Inspiration

Think of inspiration as your mood board. It’s the fuel for creativity. Inspiration might include:

A Pinterest board of visuals you love.
Keywords describing the feeling you want (energetic, confident, intimate).
Color palettes or even music that reflects your brand vibe.

Inspiration is about saying: “This is the energy we’re going for.” It opens the door for your photographer or videographer to bring fresh ideas that you may not have considered.

Best for: setting the tone, sparking creativity, and ensuring the visuals align with your brand’s personality.

Direction

Direction, on the other hand, is your playbook. It’s where you outline non-negotiables and clear expectations. Direction might include:

The exact number of final deliverables.
Mandatory brand colors or wardrobe choices.
Specific types of shots (headshots, product demos, group photos).
Where and how the content will be used.

Direction is about saying: “Here’s what has to be included.” It gives structure so the final output checks all the boxes.

Best for: logistics, technical needs, and ensuring nothing critical is missed.

When to Lean Into Each

Early Stage (Planning) → Lean into inspiration. Share mood boards, sample visuals, and words that capture your brand’s essence. This gives your creative partner room to design something original and fitting.
Pre-Shoot & On-Shoot → Lean into direction. Clarify the deliverables, shot list, and key messages. This keeps the team focused and prevents scope creep.
During Edits → Blend both. Revisit your inspiration to check if the feel is right, and use direction to make sure practical needs are met.

What to Include in Your Creative Brief

Your Brand Identity – mission, tone, values.
Purpose of the Shoot – why you need the content and where it’s going.
The Look and Feel – keywords and visual references (inspiration).
Key Messages and Stories – what you want people to take away.
Practical Details – timeline, deliverables, people, wardrobe, props (direction).

Wrapping It Up

The best briefs balance inspiration and direction. Inspiration sets the mood and sparks creativity; direction anchors the project with clarity and focus. When you get that mix right, you’ll walk away with visuals that not only look great but also sound and feel exactly like your brand.

At Starting Frame, we help clients navigate this balance every day. Share the feeling you want, outline the must-haves, and then trust the process—you’ll get work that feels authentic and purposeful.