We’ve said it before and we’ll say it again: video is one of the most important channels you can use to communicate about your brand.
Given that one-third of all online activity is spent watching video, for many organizations, video may be your customers’ first introduction to your brand. And with businesses uploading an average of 18 videos for their brand per month, there’s no guarantee which of your videos they will see first.
LMD’s advice: Treat every video as if it’s the first and only video about your brand that your audience will ever see. Sound like a daunting task? It doesn’t have to be, with our step-by-step guide to creating a great video:
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Go In With a Plan
Before even outlining the script or storyboarding the visuals for your video, document the goal of the video and think about how you’re going to use the video to express your brand values. For example, if you’re planning to create an explainer video for a new product, and your brand values include transparency and honesty, you may want to include some common challenges that people have when using your product and use the video to show how to overcome them. Let your brand values shine through in the final product—doing so will give your video a unique identity that is unmistakably associated with the brand. Also, be clear about your production budget and timetable for your video. A video that looks cheap or rushed is not a good reflection on your brand.
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Stick to Your Brand’s Script During Script-writing
After articulating the purpose of the video and ensuring that it aligns to your brand values, you can start writing the script. Aim to incorporate the same messages, tone, motifs, and themes as your marketing materials in your script to ensure brand consistency. Read your script aloud with different cadences to make sure it sounds natural.
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Bring Your Video to Life with Images & Sound
When the script is done, storyboarding is the next step. This is the process of roughly visualizing your video with scene-by-scene sketches. Think about what imagery and music fits the script. Again, just as with the script, take your brand into account. Be sure to adhere to any established brand guidelines. Using same or similar colors, shapes, text, textures and/or images as previous materials is an easy way to connect your video to your brand. Imagine what music is playing during the video. Music can say a lot about your brand—so make your music selections carefully. Listen to several different tracks, as each can convey a different tone, feeling, and mood.
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Lights, Camera, Action!
Once your storyboard is complete with the rough sound, the video is already planned out. Now, update and apply the ideal voices, music, and visuals. Organize a schedule to purchase, shoot, record, and animate your talent. Keep a script and shot list close in hand at all times. Make sure you get all the materials for your editor to compile. By the end, you have a finished video that represents your brand.
With more video content being uploaded in 30 days than major U.S. television networks have created in 30 years, the time is now to perfect a video strategy that effectively follows your brand. Let us know how LMD can support your video efforts by contacting us today!
