How to Make Great Brand Videos

Copyright © 2013 by IQ Agency
HOWTOMAKEGREAT
BRANDVIDEOS
IQ Agency 2013
www.iqagency.com

Copyright © 2013 by IQ Agency 2
There’sneverenoughcontent
People have an insatiable
appetite for content. It’s
how you buy attention. But
like Chinese food, 20
minutes later you want
more.

…thatmeetstheroad
CONTENTISTHERUBBER
Content is what sells, persuades
and influences. Everything else
is just the mechanics of getting it
to the consumer.

Cheap broadband has made video accessible.
People prefer video content because it’s engaging
and easy to consume. Even 56% of business people
say they prefer watching video to reading*
NOWEVERYONEWANTS
VIDEO
*Forbes Insights

UHOH,LOOKOUT!
We’re already submerged in a tsunami of video. According to
Cisco, 86% of web traffic will be video by 2016. The majority
of it is User Generated vs. made by Brands.
Most of it is pretty bad.

STANDOUTORSTAYOUT
Only the best brand videos will cut through the clutter.
That means being engaging and relevant. Bad video
will harm a brand more than it helps.

Originality differentiates your brand and gets you noticed. It’s not just
what you do, but how you do it that matters, as in this example.
Click to Play

BEFOREYOUSTART

Copyright © 2013 by IQ Agency 9 * McKinsey & Co
DEVELOPASTRATEGY
You need a content strategy. It tells you who, what,
where, when, and most important, why. Content
strategy is informed by marketing strategy.
Hopefully you have one.

CREATEPERSONAS
Identify your target audience. Then create personas
(profiles) for your key segments.

MAPTHEJOURNEY
Map the Consumer Decision Journey* for each
persona. Define the needs for each persona at each
critical touch-point. Translate those needs into an
engagement plan. This will clarify what you have to
accomplish with your content.
* McKinsey & Co

IDCONSUMERS
The objective is to deliver the right content at the
right moment to the right person.
Be able to identify where the consumer is on the path
to purchase in order to deliver the right content.

UNDERSTANDCONTEXT
The context of each touch-point dictates the style of
communication.
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?

DEFINESUCCESS
Know what success looks like.
Set Key Performance Indicators (KPIs)
Measure the metrics, analyze and adjust.

MAKESURETHEYCOME
Before you make your video do you have a plan for
exposing it? Where will it be shown? Why will people
want to share it?
Identify opportunities to spread the video beyond
your “owned” media.

DEFINETHEMISSION
What do you want them to believe?
What do you need them to remember?
What do you want them to do?

In this web video the mission was to introduce “Combine 360” a new way
to workout from Under Armour.
Click to Play

EXAMINETHEIDEA

DOESITFIT
THEMISSION?
19
What’s the right balance between education and
entertainment?

For this video for iShares, the job was to educate the viewer about
complex concepts. Visual metaphors were used because they are
effective with intangible concepts and keep the viewer engaged.
Click to Play

DOESITFITTHE
BRANDPERSONALITY?
The personality of your brand should influence the style of your
creative approach.

A bank like Suntrust needs to be very conscious about how the style of
it’s communication affects it’s brand perception.
Click to Play

DOESITFITTHE
AUDIENCE’STASTE?
Understand the cultural sensitivities of
your audience. Personas of your
audience segments will give you insights

While UPS tends to be a more conservative brand, racing fans are pretty
loose. So in this video the style and feel are designed to fit the audience.
Click to Play

DOESITFITTHEBUDGET?
Making videos is like building a house.
You need a budget before you start.

It doesn’t take heaps of money to do good work. In this instance animation
was a cost saving route for a series of videos for the Intercontinental
Hotels rewards program.
Click to Play

NOWTELLASTORY
It can be simple or complex, but must
accomplish the mission. Align it with
the content strategy. Keep it simple
and focused. Less is more.

People are programmed for stories. So even with a brand video, like
this one, we want to create the feel of a story.
Click to Play

AWESOMETALENTMAKE
AWESOMEVIDEOS
Good equipment is easy to come by, but creative
people who know what they’re doing are not.

We made this inexpensive video to introduce “My Health Info” for
Microsoft. A well-executed idea doesn’t have to be costly.
Click to Play

AVOIDTHEDEADLY
PRODUCTIONSINS
There’s no excuse for:
Bad quality sound.
Poor video quality - unless it fits the concept.
Being boring or amateurish - bad on purpose is
usually just bad.

THECOSTCONUNDRUM
The typical agency/TV commercial approach is
usually too expensive for video content. So how
do you produce a steady stream of high quality
brand videos at low cost?

THANKYOU
For more information contact John Woodbridge 678-449-2010
john.woodbridge@iqagency.com
IQ’s script to screen content creation capabilities include content
strategy, in-house live-action and animation studios. editing, sound
design, music composition, and more.

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