Creating brand videos is some hard work and some amazing fun. It’s also the coolest way to really turn brand story and imagery into something that feels alive. If you are a creative professional and can get involved in creating videos as part of your work experience, then do so. If you’re a small business owner, tackling a video or video series might seem a bit overwhelming, (and either expensive on one end of the spectrum or cheap-looking on the other end) but it doesn’t have to be. And if done well and shared well can be one of the most engaging ways to connect with your dream customers, short of them connecting directly with you.
Now, if you’re the very special overlap of the above 1.) a creative and 2.) a small business owner and you’re not creating videos, uh, then you need to get cracking. But video can mean lots of different things. Yes, it means moving pictures and, well... after that point it’s open for interpretation. Music? Voiceover? Talking to camera? Looking at the camera? Is it scripted? Or is it candid? Is it tutorial? A how-to? Is it like a commercial? Is it like a culture video? Is it about explaining or inspiring?
And how much is this sucker going to cost? And then once I have my video, what do I do with it (besides showing it to my staff and/or spouse so many times that they start avoiding me when they see me approach with iPad in hand)?
So to avoid the question avalanche that can bury you in second-thoughts and doubt smack dab in the middle of production – here are three big questions to ask yourself before devoting the time, money and mental and emotional expectation that goes into creating a brand video for your small business.
Three Questions Before Tackling A Brand Video:
1. Purpose: Why Am I Making This Video?
Decide whether your video is about inspiring your audience and making an emotional connection, or informing your audience and making a logical one. There can be a balance, but prioritize. If you want to convey a feeling and process/product, then choose which takes the front seat and keep your message under three minutes – with room for music and not-talking so your viewer has space to actually form a thought, an opinion and that feeling you want them to “get.”
2. Place: Where Am I Sharing This Video?
Figure out a strategy for not only where you are going to let this video “live,” but how you are going to leverage it. This plan should align with the purpose and message of the video and vice versa. So some usual suspects for where to house your video are on your website and blog. But are you hiding it behind too many page clicks? Are you only posting it in a come-and-go blog post? Are you linking to it in multiple places? Are you featuring it on Facebook et al? Are you giving the people that are already on your team and on your side a sneak peek and a reason to share it?
3. Pulling It Off: How Am I Going To Produce This Video?
So that leads us to the next step, which is asking yourself how big a deal are you going to make this? Video is so accessible now, that you can do it yourself – but if you’re a creative entrepreneur, then your standards are probably pretty high for the look and feel you want to achieve. Are you “that” kind of a creative (i.e. into filming, editing, art directing) enough to make it happen? If you want a more homemade look, that’s cool, too. But even lo-tech doesn’t get you off the hook for deciding on a.) a style and b.) a plan for making it happen.
Three Kinds Of Brand Video
1. DOCUMENTARY STYLE
No-Lingo Description: stuff happening in its natural environment
Kissing Cousins To: interviews, reality television, home videos
DIY Likelihood: high, but keep it simple, keep it active, keep it short
People To Recruit: yourself & someone to shoot you
Equipment To Use: phone, nice digital camera, quality mic, iMovie
Props & Location: your office, nature, in a city
But Watch Out For: crappy sound, record a voiceover instead
You’re Doing It Right If: it looks homemade but feels intentional
Crucial Ingredients: good music & natural light
2. ANIMATED
No-Lingo Description: type, photos, or graphics that move
Kissing Cousins To: tricked out slideshows & cool movie credits
DIY Likelihood: So so, could end up looking like power point
People To Recruit: photographer or designer and a good editor
Equipment To Use: theirs
Props & Location: think a single style of photos or color palette
But Watch Out For: losing relatability, and too much info
You’re Doing It Right If: it looks consistent and even-paced
Crucial Ingredients: good music & nice typography
3. SCRIPTED LIVE ACTION
No-Lingo Description: when actors pretend to do something
Kissing Cousins To: tv commercials,
DIY Likelihood: Super low, you need professionals
People To Recruit: writer/producer & director/editor
Equipment To Use: theirs
Props & Location: anywhere, but set a color palette for wardrobe & props
But Watch Out For: looking too much like a tv commercial
You’re Doing It Right If: you get goosebumps
Crucial Ingredients: good music & styling (set & actors)
These tips are, well, just the tip of the iceberg. No matter which video approach you pick, be sure you gather inspiration by collecting other videos that you feel align with the look, feel and subject you want to convey. If you are bravely (and budget-consciously) going the DIY route this is especially critical. If you don’t think you can pull it off, practice. That’s what home videos are for!
If you decide to enlist the help of the pro’s, don’t be afraid to ask these questions we’ve listed. They should be addressed early and often. It’s your money, but more importantly it’s your small business reputation. Because while videos have this amazing ability to make your brand come to life, they can also make the missteps – a style that’s cheesy and dated, a message that’s not relevant, really bad lighting – look larger than life. Something to think about before your dream customer clicks “play.”
