There are many ways businesses and or organizations can create an online video. My approach is to create a stunning short film using brand storytelling techniques. You may be wondering what constitutes a branded story. A branded story is a visual story about your company minus all the facts and figures. This type of visual storytelling is about emotion and focuses more on why the brand does what it does. What the brand stands for? Why the brand is important, and what the brand is communicating to their audience. The main idea behind brand marketing is different than the old show and tell technique, but rather it strives to create an emotion through strategic storytelling. Your audience will relate to emotion more than they will a show and tell video.
The first question I ask any company that wants to hire me is to ask them why they want a video? What is their goal for creating a story? And what does the company or organization hope they will accomplish with a branded story? Once we figure this step out the next one is who they hope to target? I have learned a storytelling process taught by Muse Storytelling that includes four pillars that relate to making a strong story. Here are the pillars: People, who are the best people to tell the story and who has the most passion to tell the story on camera? Purpose, what do you want the audience to do or what is the takeaway? Plot is the third pillar which is one of the hardest. Plot focuses on the different events that help shape the story. Lastly, Places is the last pillar. This is where the story takes place. This is a great time to show your plot rather than tell it.
The next step is to figure out keywords. This is a step I use to help guide clients to help them achieve their goal. It is a story strategy that enables the vision of the video to come to life. If the client already has a vision and would like my input, I can accommodate them in that way too. I find meeting my clients halfway is refreshing. If they already have a concept I can better understand what they want and how to get to that point. Also, I can share my experience and suggest better ways to get the same result. Working together with a client has great benefits.
The next step is to figure out who is going to drive the message? Will it be a CEO who is uncomfortable on camera? Or will it be someone who has benefited from the product or service? If it were up to me I would choose the client who has benefited from the service. For one, will come across as being uncomfortable on camera. You don’t want anyone on camera that doesn’t show charisma, shy or doesn’t really care. The audience cares for the character, and if you do not have a character that shows passion and that is charismatic the audience will tune you out. People will be more likely to listen to a past client’s story. I would rather buy a story from someone who benefited from a service rather than someone who says try us we are good. What I have just described is part of pre-production. To tell your story, you need a strong foundation and if you spend more time in pre-production it can only help with solidifying that foundation. These are just a few ideas to start you off in pre-production. There are many more to consider, but if you follow this list of ideas you will be on the right track in telling a beautiful story that you can share online. Down below is a video that won a Silver Telly Award for its storytelling. I spent many hours in pre-production to create this short-branded film.
I have been working in television and media for over 18 years. My experience includes news photojournalist, editor, producer and storyteller.