Guidelines on how to write a brief for your corporate video and some points to consider before having a corporate video produced.

Here are some guidelines on how to write a brief for your corporate video. A Brief is merely an outline of what you want in terms of a video in which you address the main points that need to be considered. Although you may consider you haven’t got time to write a brief, just working through the process can save you time and money later.

Online quotation - this will give you a quick idea of the main choices to be made. The options are listed and you just check the relevant boxes. For example, whether you want a script, storyboard, voice-over.

Your Brief forms a concise summary of your requirements for a corporate video and a copy can be supplied to a number of production companies when you begin looking for the production company of your choice. Simply write down your requirements as discussed below and any other information about your company or other requirements that you would like a production company to be aware of .

The main points to consider when writing your Brief:

For what purpose is your video going to be used?

This will influence the choice of the content, the duration and overall style of the programme. Therefore it is essential to decide what you actually require before the production is commenced.

For use at exhibitions - A plasma screen and well-produced promotional video will get you noticed, keep potential customers occupied whilst waiting to see you, and overcome the constraints of limited floor space and an inhibitive environment. Products can be seen in action and skillful manufacture of products demonstrated.

The video will need to be dynamic, with lively musical backing, titles and animated graphics, in order to engage the attention of the audience. It will only be short but often provided on DVD and looped. The programme can even be interactive if appropriate to the content.

Streaming for Internet use and on the company web-site – a different technique of shooting is required if the content is to be streamed, than for a video, in order to produce a high quality once encoded. The University of Washington touches on this subject.

A training video – this is often a longer production, a means of imparting a large amount of information in a relatively short time, less dynamic in style than a video for exhibition but still engaging the audience’s interest.

video to promote new products
A promotional video for prospective customers – the duration can vary depending on the message and nature of the content.

The music used and imagery will depend on the image you want to portray. You may want to involve existing customers giving testimonials.

What is your target audience?

Your target audience may be ‘captive’ as in a training video or you may have to entice them, as in the case of an exhibition stand. You may be wanting to promote a new product to existing customers or to widen your market-place by reaching prospective customers. If your target audience consists of existing customers you may not need to provide as much background information as if you are targeting prospective customers who do not already have experience of your company.

What is your message?

This is probably the most important question you have to answer. Ideally your message should consist of a maximum of three points. You must be sure of your message to the viewer in order for your video to be a success.

What is the duration of your video?

This will be closely related to the purpose of your video and the target audience. However, it is advisable to avoid producing a long corporate video unless perhaps it is a training video, in which case it may be unavoidable. For example, a video for exhibition use should only be a few minutes long but looped, as viewers are not likely to stand and watch for long. Even promotional videos are best if the message is clear and concise. This way the audience is more likely to sit and watch to the end and therefore more likely to get the message than if it is too laboured and drawn out.

Do you want a voice-over or presenter?

This will again relate to the purpose of your video. There is little point in having spoken narration is your video if for your exhibition stand as it is unlikely to be heard, but on the other hand if your video is for sending out to prospective customers you may want a presenter.

Do you want actors?
It can be an advantage to have actors in front of the camera rather than members of the staff who may be camera-shy. However, you may need to have skilled members of your workforce demonstrating techniques.

Do you have any specific music requirements?

If you want a specific piece of commercially produced music you need to make the production company aware right from the beginning of the process as getting copyright can be time consuming and costly. However, a piece of library music in a particular style may be adequate.

How many locations are to be involved?

This is worth considering now from the organisational point of view and also with regard to the price which is likely to increase accordingly. However, in order to impress a prospective customer you may want to film most of the programme on you main site but also show production an other sites.

What is your budget?

You may not know this when you begin looking into producing a corporate video, but if you do, production companies will often do their best to work around that figure. If you need an idea of how much to budget our online video quotation facility is a quick easy way to find out. (If you would like a quotation for a training video please call us in 01629 55817 as our online facility is designed with the shorter corporate video in mind and will produce an unacceptably high quotation for a training video.)

When is the deadline for delivery?

Bear in mind that you will need to make allowances if duplication is to be done following the production of the master.

Not sure ? Give us a call on 01629 55817

If you are not sure of about the answers to the above questions and would like to ask our advice just give us a call. We can talk to you about the options available and help you make the necessary decisions.

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