What is your message?

This is similar to the moral or theme of a movie, same thing applies to products. Does the world need to be greener? Has the world become full of people glued to their computers? Are we becoming a materialistic culture

What do you value?

Your values are part of the story. Communicate your values in your story, you can definitely value more than one thing. What do your care about? This can be somewhat less universal than the overall message, such as that you value team work, great design, or simply entrepreneurship.

How does your product fit in?

You have to tie your values and message to the product, that's the point. When people watch your video they should leave with knowing that this product you are selling is directly tied to the values and message you are selling. For example in Nike commercials, that rarely even have dialogue, the audience gets the subtext that buying shoes equates to getting your life moving, and living boldly, because you see on the screen athletes pushing themselves to their max and people outside their comfort zone.

How does your team fit in?

Not only does your product have to connect with your message and values, but so does your team. When people invest in a company, they're investing in the people. Your story needs to let the audience know that your team has the values you're communicating; it can be part of the backstory or just interviews with team members.