Brand photography: directing shots that are actually usable

A shoot without a brief is a guess. A shoot with a brief is a plan. The components of a useful brief: deliverables (exactly what images/formats you need), brand guidelines (colors, tone, do's and don'ts), reference images (5-10 images that capture the feel), shot list (specific shots with composition notes), talent direction (poses, expressions, actions), and usage rights (where these images will appear, for how long). Give this brief to the photographer at least 72 hours before the shoot.