Tips & Hacks - ClipCulture

BUILD YOUR BRAND IDENTITY WITH A VIDEO MARKETING CAMPAIGN

With different visual and physical elements like logo, design, and communication, a brand creates an image in consumers’ minds. It is how the brand is perceived by the consumers. Brand identity, on the other hand, is how the brand wants to be perceived. It is the intent behind the identifying and distinguishable image that the brand creates. Visual elements go a long way in building that premeditated image in the minds of the end users. Videos are such a visual element that is very useful in creating a brand image that holds the brand identity.

Especially with social media as a great tool, videos can be a great driver for building brand awareness. A targeted and relevant video marketing campaign will help the consumers to relate the brand and understand its motives. As different video platforms are getting more and more popular, there are lots of opportunities to reach a more significant number of audiences with a good video marketing campaign.

A Corporate Audio Visual or a Video Commercial that is true to the brand’s identity can help introduce the brand to the consumers in an authentic way. A good brand should have a trustworthy image with outspoken and sincere communication. It also should create an image that is distinguishable from other similar brands. All these elements should be incorporated at the early stage of the video marketing campaign.

After a brand recognizes its targeted audience, it is necessary to educate the customer about the products or services. A brand’s identity will not be comprehensible to the consumers until they are clear about the service that the brand offers. Engaging and intriguing documentaries or video guides can be used in the campaign. But the videos need to be optimized according to the patterns of trends in the platforms where they are shared, to ensure maximum effectiveness.

The campaign should have a functional timeline to adhere to. Planning out different stages of the campaign will help to have a better impact on building the brand identity. Revealing different parts and aspects of the brands in different stages of the campaign will create a plain and clear image for the consumers. But this doesn’t mean the brand cannot experiment or try out different methods of storytelling and newer formats of videos to attract users.

The rise of social media presents us with an excellent opportunity to use video marketing to connect brands with customers. Videos are, by far, the most popular form of content nowadays. Almost all platforms prioritize video content over other formats. By utilizing a video marketing campaign, a brand can gain a lot further than just building the brand image.

CREATING A STORYBOARD FOR MARKETING VIDEO

A storyboard is basically an outline of how the video will really be. If your production requires a lot of details in every frame, then you will be needing a lot of sketches outlining every shot and every frame. In other cases, when there’s not much need for details, or you are leaning on the creative skills of the director, you can even use a log of descriptions of all the shots. In the end, the purposes that a storyboard serves are communication and planning.

It is tough to just pick up the camera and start shooting just as soon as you’ve got the script in your hands. The production team needs a plan to conduct the shoot, and a storyboard is just that. It gives a plan, which is easy and clear to understand and execute. It is a roadmap to finish the project in the most efficient manner.

The first part of making a storyboard is breaking down the script. You need to identify the opening part of the video. Then you pick out the problem and the solution. Then comes the call to action. You also need to lay out a timeline for the different periods.

After breaking down the script, every shot needs to be listed down. It is not always possible or efficient to shoot different sequences according to the order in the script. So a shot list will help to plan the shoots according to availability of actors, equipment, location, time of the day, etc. This will streamline the production process.

The production team needs to decide how much work to put up on the storyboard. A video that is produced with lots of impromptu scenes and spontaneous creative direction may not need a very detailed storyboard. Only a short description of the shot may be enough. On the other hand, a video with a very detailed script will need a storyboard with well sketched-out scenes, containing a lot of detailing and also a text description of the photos. The lines of the script, length of shot, camera angles, and other information also should be added to the storyboard.

Traditionally, a storyboard is usually hand-drawn through pencil sketches. But nowadays a lot of tools and software are also used to make a storyboard. Although a storyboard is a vital part of every production process, the type of storyboard you need varies a lot from one project to another. Whether you can work with a text-based storyboard, or need a visual storyboard; whether you can just work with stick figures and shapes, or need a well-drawn storyboard depends very much on the skill sets the team has and the necessity of the project. In the end, the purpose of the storyboard is to make the planning phase of the production process easier.