Your brand, company, organization, etc. The more we know about you, the better we can help you determine your needs for video.
Branded Content? Documentary? Narrative Film? Think length, content, mood, etc.
What do you hope to accomplish? What do you want to say? What measurable results are you looking for?
Think age group, geography, culture, etc.
Social media? Website? Broadcast? Internal marketing? Fundraisers? etc.
Think time(s) for production as well as deadline for the final deliverable(s).