Films and videos are a mixture of light and sound. We use light to create images and sound to add to the meaning and emotion of the moving pictures we are seeing. If done right, this mixture of light and sound can engage, educate, delight, or move people into action.
Too many times, companies create videos without thought to their brand blue print. Without clear communications objectives, and a clear understanding of your brand, video content can be creative, and even bring in lots of eyeballs. But does it cause the behavior you are seeking. Does it increase revenue, build awareness or perhaps raise funds if that is your goal.
Making your brand blue print an active document, one that you use to inform all creative agencies you work with will enable you to produce videos that achieve your goals. What does your brand promise it's customers? What is your mission? Do you have an important insight into your customers that leads to a unique selling proposition? What is the Big Idea of your brand?
Blackstone Winery promises its customers excellent merlot through a meticulous sourcing strategy that enables the finished wine to be complex, pleasing and consistent. Robert Mondavi Winery, at the Napa Valley Estate works to preserve and advance the art of wine making. The innovation that Mr. Mondavi brought to the company is the source of their excellence today.
Whether you work with Scott Street, or another production company, make sure your video illuminates your Big Idea through light and sound.