It’s time to create that much-awaited corporate brand video. But how?
Video production is a complex beast that entails a lot of preparation
and a concrete vision. Without these things, your corporate video may
become a costly and stressful undertaking.
If you intend to create your own brand profile video, here are
several suggestions for putting together a great product with the least
amount of stress:
1. Looking for ideas?
Search your content inventory. Chances are, the seed of an idea can
be found in one of your marketing materials or content pieces.
You don’t have to reinvent the wheel. Try looking through your
brochures, your case studies and your client testimonials. Perhaps you’d
like to share the results of a scientific study that became the basis
of a white paper. Or, you may want to capture one of your best customers
on video, praising what your company did for them.
2. Unsure how to present your brand?
Capture what your customers can expect. Remember, your brand is not
your physical office or even your logo, it is your people, your culture
and the promise of an experience that a customer can enjoy.
Your video, therefore, shouldn’t be a historical summary of data
points (when the company started, where the first office was, what your
products are) because, in all honesty, no one cares about that
information except you. Instead, capture the essence of what your
organization is about: showcase how excited your employees are to come
to work and how satisfied your customers are with the way you solve
their problems.
3. Seeing it through to the end?
Create a comprehensive project plan. If you fully intend to produce
your brand profile video in-house, then it is important to plot the
entire process out from start to finish.
List everything you may need, who is in charge of which aspect of the
production, when deliverables are expected and include all materials
and costs. Include estimates as well for services that may need to be
done by outside contractors.
4. Not sure if you can do it all?
Consider outsourcing the production. The truth is, unless you have
some wonderfully talented people in your company who already know the
video process, the road ahead may be more of a challenge than it needs
to be. After all, there are professionals who create corporate videos
for a living.
Find the firms that your peers recommend, or in the absence of that,
use some of the many social networking tools to find video companies
whose Web reviews are stellar.