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When clients come to us for a video requirement, often the conversation starts with – “Hey, we need a video like this. How much and how long would it take you to produce one for us?”
The reason the client shows up with a reference is because the video made them feel something and therefore became an inspiration for their brand.
While the intention is in the right place, the method is not.
The style of the video is not the reason for your reaction, but what is communicated through that style. In fact, style is the tip of the iceberg. A lot of thought and effort has gone into making the initial communication so effortless that it is invisible and only the feeling remains.
Just trying to transpose the style to your brand is going to make people think of THAT brand when they see your video.
So, how do you solve this? By thinking communication before style.
We start with what the goal is. And from there, we strategise to figure out what is the best way to achieve this goal. An explainer video does not sound like a brand, thought leadership or an employer branding video.
Then we simplify further, so that within those parameters, we investigate what it looks like for your brand. A nike ad does not look like an apple ad, and neither of them look like their client testimonials. But all of them are equally important in their own domain for their respective goals.
And once you have done this exercise, style naturally emerges. Because now you are not trying to put a square peg into a round hole.
So focus on communication and the rest will naturally fall into place.
