1. Stated Aims of your Company Video
One of the most important creative aspects of any promotional company video is the clear definition of where it sits in your marketing mix. What do you want your film to achieve? Perhaps you want to introduce your customers to your products and services. Or maybe you’re more about educating them about your brand and overarching company position. You may want to send a credible message to your partners, or investors to substantiate your business offering. Establishing this is part of the planning process and will help us map out your key objectives.
2. Creative Approach and Style
Are you looking to inspire, educate or inform your audience? Only once you’ve defined what it is you want to achieve can you work out how to say it. Your brand’s identity and your intended audience will inform the creative approach we eventually decide to take, from green screen and animation heavy productions to location filming and interviews.
3. Balancing Brand Identity with Company Information
Producing a powerful and effective company video is about striking a balance between establishing brand identity through stylistic flair and articulating your business proposition through exposition. How far you go in either direction is largely determined by your overall objective. It’s crucial to plan where your company film sits in the larger context of your overall marketing strategy.
4. Choosing the Soundtrack for your Company Film
Music is a crucial creative ingredient in any company film and will allow you to set the tone and atmosphere from the outset. Your chosen soundtrack is a fundamental element in making an emotional connection with your audience. Deciding on what this emotion should be is part of the concept development process but will need to tie in with your brand identity.