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How to Make Great Brand Videos


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Before digital, there wasn't a need to produce content much beyond traditional media. Now companies must produce a steady stream of digital content including more and more video; a tall order for most brands. Learn tactics, strategy, and best practice for producing a steady stream of branded content from this presentation.

Published in: Self Improvement

How to Make Great Brand Videos

  1. 1. Copyright © 2013 by IQ AgencyHOWTOMAKEGREATBRANDVIDEOSIQ Agency
  2. 2. Copyright © 2013 by IQ Agency 2There’sneverenoughcontentPeople have an insatiableappetite for content. It’show you buy attention. Butlike Chinese food, 20minutes later you wantmore.
  3. 3. Copyright © 2013 by IQ Agency 3…thatmeetstheroadCONTENTISTHERUBBERContent is what sells, persuadesand influences. Everything elseis just the mechanics of getting itto the consumer.
  4. 4. Copyright © 2013 by IQ Agency 4Cheap broadband has made video accessible.People prefer video content because it’s engagingand easy to consume. Even 56% of business peoplesay they prefer watching video to reading*NOWEVERYONEWANTSVIDEO*Forbes Insights
  5. 5. Copyright © 2013 by IQ Agency 5UHOH,LOOKOUT!We’re already submerged in a tsunami of video. According toCisco, 86% of web traffic will be video by 2016. The majorityof it is User Generated vs. made by Brands.Most of it is pretty bad.
  6. 6. Copyright © 2013 by IQ Agency 6STANDOUTORSTAYOUTOnly the best brand videos will cut through the clutter.That means being engaging and relevant. Bad videowill harm a brand more than it helps.
  7. 7. Copyright © 2013 by IQ Agency 7Originality differentiates your brand and gets you noticed. It’s not justwhat you do, but how you do it that matters, as in this example.Click to Play
  8. 8. Copyright © 2013 by IQ Agency 8BEFOREYOUSTART
  9. 9. Copyright © 2013 by IQ Agency 9 * McKinsey & CoDEVELOPASTRATEGYYou need a content strategy. It tells you who, what,where, when, and most important, why. Contentstrategy is informed by marketing strategy.Hopefully you have one.
  10. 10. Copyright © 2013 by IQ Agency 10CREATEPERSONASIdentify your target audience. Then create personas(profiles) for your key segments.
  11. 11. Copyright © 2013 by IQ Agency 11MAPTHEJOURNEYMap the Consumer Decision Journey* for eachpersona. Define the needs for each persona at eachcritical touch-point. Translate those needs into anengagement plan. This will clarify what you have toaccomplish with your content.* McKinsey & Co
  12. 12. Copyright © 2013 by IQ Agency 12IDCONSUMERSThe objective is to deliver the right content at theright moment to the right person.Be able to identify where the consumer is on the pathto purchase in order to deliver the right content.
  13. 13. Copyright © 2013 by IQ Agency 13UNDERSTANDCONTEXTThe context of each touch-point dictates the style ofcommunication.Is a video right for where the content will be viewed?What type of screen will it be viewed on?What’s the optimum length?
  14. 14. Copyright © 2013 by IQ Agency 14DEFINESUCCESSKnow what success looks like.Set Key Performance Indicators (KPIs)Measure the metrics, analyze and adjust.
  15. 15. Copyright © 2013 by IQ Agency 15MAKESURETHEYCOMEBefore you make your video do you have a plan forexposing it? Where will it be shown? Why will peoplewant to share it?Identify opportunities to spread the video beyondyour “owned” media.
  16. 16. Copyright © 2013 by IQ Agency 16DEFINETHEMISSIONWhat do you want them to believe?What do you need them to remember?What do you want them to do?
  17. 17. Copyright © 2013 by IQ Agency 17In this web video the mission was to introduce “Combine 360” a new wayto workout from Under Armour.Click to Play
  18. 18. Copyright © 2013 by IQ Agency 18EXAMINETHEIDEA
  19. 19. Copyright © 2013 by IQ AgencyDOESITFITTHEMISSION?19What’s the right balance between education andentertainment?
  20. 20. Copyright © 2013 by IQ Agency 20For this video for iShares, the job was to educate the viewer aboutcomplex concepts. Visual metaphors were used because they areeffective with intangible concepts and keep the viewer engaged.Click to Play
  21. 21. Copyright © 2013 by IQ Agency 21DOESITFITTHEBRANDPERSONALITY?The personality of your brand should influence the style of yourcreative approach.
  22. 22. Copyright © 2013 by IQ Agency 22A bank like Suntrust needs to be very conscious about how the style ofit’s communication affects it’s brand perception.Click to Play
  23. 23. Copyright © 2013 by IQ Agency 23DOESITFITTHEAUDIENCE’STASTE?Understand the cultural sensitivities ofyour audience. Personas of youraudience segments will give you insights
  24. 24. Copyright © 2013 by IQ Agency 24While UPS tends to be a more conservative brand, racing fans are prettyloose. So in this video the style and feel are designed to fit the audience.Click to Play
  25. 25. Copyright © 2013 by IQ Agency 25DOESITFITTHEBUDGET?Making videos is like building a house.You need a budget before you start.
  26. 26. Copyright © 2013 by IQ Agency 26It doesn’t take heaps of money to do good work. In this instance animationwas a cost saving route for a series of videos for the IntercontinentalHotels rewards program.Click to Play
  27. 27. Copyright © 2013 by IQ Agency 27NOWTELLASTORYIt can be simple or complex, but mustaccomplish the mission. Align it withthe content strategy. Keep it simpleand focused. Less is more.
  28. 28. Copyright © 2013 by IQ Agency 28People are programmed for stories. So even with a brand video, likethis one, we want to create the feel of a story.Click to Play
  29. 29. Copyright © 2013 by IQ Agency 29AWESOMETALENTMAKEAWESOMEVIDEOSGood equipment is easy to come by, but creativepeople who know what they’re doing are not.
  30. 30. Copyright © 2013 by IQ Agency 30We made this inexpensive video to introduce “My Health Info” forMicrosoft. A well-executed idea doesn’t have to be costly.Click to Play
  31. 31. Copyright © 2013 by IQ Agency 31AVOIDTHEDEADLYPRODUCTIONSINSThere’s no excuse for:Bad quality sound.Poor video quality - unless it fits the concept.Being boring or amateurish - bad on purpose isusually just bad.
  32. 32. Copyright © 2013 by IQ Agency 32THECOSTCONUNDRUMThe typical agency/TV commercial approach isusually too expensive for video content. So howdo you produce a steady stream of high qualitybrand videos at low cost?
  33. 33. Copyright © 2013 by IQ AgencyTHANKYOUFor more information contact John Woodbridge 678-449-2010john.woodbridge@iqagency.comIQ’s script to screen content creation capabilities include contentstrategy, in-house live-action and animation studios. editing, sounddesign, music composition, and more.