How to Make Your Corporate Image Video: 7 Essential Tips

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Videos and photos are the new currency of communication. In our visually literate world, we upload 100 hours of video to YouTube every minute, and watch 6 billion hours of video monthly just on that platform alone. People and Companies have found a variety of ways to express ourselves online, and through videos.
There's never been a better time to create a promotional video for your organisation. Stand up and be counted!
Whether it's a corporate overview; marketing products and services; an anniversary or a campaign - I appreciate an impactful video that sets the tone for understanding the company; their products and branding. There's a certain pride behind a good, effective presentation.

We are often asked to make videos for one of the above categories, and I've always felt compelled to streamline the process for prospective enquiries who want to do something; but aren't sure how to approach it.

So here are 7 tips:


1) Prepare a Brief
You may not know what or how to tell your story at the beginning. But you can tell us about your Company. As much information as you can provide to your creative vendor will help kickstart and guide the process. What are the objectives of the video? Is it a Branding exercise? A Marketing tool? Informational?

2) Define Your Target

Probably the next most important thing is: who are you making the video for? Who will be watching this? Insiders or new people? Where will it be shown? The venue and platform should always be considered. It may premiere on a large screen in a ballroom or be uploaded to YouTube. Or both.

3) Define Your Budget
The classic question we get asked is: "How much does it cost to make a corporate video?" The truth is: there is no particular figure. We bill by the time and costs involved in making a video.

An analogy would be asking a car salesman "How much is a car?" The answer would be: "It depends on what you want."
So Companies need to ask themselves: do they want a Mercedes? A Toyota? A Sedan? Or a Scooter? Videos can encompass all lengths and subjects so being a "Corporate video" is not a singular product as companies and needs are all different. Do you want a Big Mac or the Upsize Meal?
Having a budget range makes a difference and helps production companies to set parameters and meet your expectations.

4) Find Style References

If possible, do seek out or recall videos that you or your team likes, and make notes. A good reference can help point you in the right direction. If something's engaged you - it will likely engage others as well. This will help inform the creative process.


5) Research Companies
Google search will uncover production companies that specialise in corporate work; TVCs; marketing and event videos; training videos etc.

Find companies that do good creative work. And whether they can tell a good story with style. Your brand is at stake. Most likely, if you're from a particular industry like construction, there will be specialists out there. But if not, don't sweat it. Explore your options.

6) Give Yourself (& the Production Company) Enough Time
Be mindful that It takes time for production houses to revert with a proper proposal and a budget. Often we get last minute requests - ie. the requestor sends a note at 5 pm and wants something on their desk by 9 am. We have observed that most desperate calls for quotes never materialise into actual jobs. It takes time to make the film too.

7) Be Open & Watchable
Let the Creatives do their part to help make your video the best representation of your Company or Product. I will often ask myself "Do I want to watch this? And why?" We will make suggestions based on a variety of reasons.
There's nothing worse than cramming every detail about your Company in at the risk of boring people. Videos aren't meant to be the be-all and end-all of your Company. They're a taster. Make them watchable.

Finally, while it's great to shoot for the moon, be realistic based on your resources & don't ask for Hollywood Blockbuster effects ala Avatar 3D unless you can truly afford it...we get requests for those too.
Hope these tips give you food for thought and have a good week ahead.