Three steps are needed to develop and write a creative concept for your next video.
Step 1: Creative Brief Development
The creative brief clearly lays out expectations between the brand stakeholders and the creative team come up with the idea. Defining a creative brief prior to script writing is paramount. It keeps everyone grounded on the shared objectives – the ‘why’ and ‘how’ of what you’re doing. The creative brief serves as the formal guide for the project’s objectives and goals. It should be concise with clear direction of who we’re trying to reach and what problem we’re trying to solve. As I said, your creative brief should be ‘brief’ and should focus clearly on Summarizing the Project. The Next objective that needs most attention is that you define the target audience and what you know about their behavior as it relates to your product or service; you then clearly state the problem you are planning to solve; you lay out up front what your success metrics look like and finally you call out any necessary brand constraints to be considered.
- Project Summary
- Target Audience
- The Problem That we need to solve
- What is Success to the company
- Define any Necessary Constraints
Step 2: Story Development
Step 2 is developing the story for your video that includes putting together the proper beginning, plot and end of the video. Creating a compelling brand concept that engages your audience is a difficult task. This is difficult because it’s extremely subjective and not everyone feels the same way about every product or service that you are making the video about. The first thing necessary is to craft the story outline…what’s the context what is the scenario? Next, need to nail down an emotional hook, preferably within the first 5 seconds that claws into the brains of the audiences that not only attracts the people into watching your product defining video but also convinces them into buying it. If you hook them upfront potential consumers will be more likely to follow the story to satisfy their curiosity. Even with the hook to the story, you need to remain singularly focused on the core message. And finally, you’ll need to end with some sort of call to action that drives the consumer to the next phase of the purchasing journey.
- Craft Story Outline
- Nail The Hook
- Focus on Core Message
- End with Call To Action
Step 3: Scripting
Step 3 is Scripting. There is a preponderance of video content out there, branded or not, and to stand out and be effective you need to have a tight concept. It’s best to work with professional brand copywriters who are practiced in the constraints of branded storytelling. Story telling lures the customers further into the web of your brand product and convinces them that despite the constraints, they must have your product or that it will improve it add more value to their lifestyles.
Once you have your story development process sorted, you’ll want to take the core story and have it scripted out in three different, fully baked scripts. You’ll next need to do perhaps the most difficult part of all and choose only one idea and kill the rest. Tighten up the final script, get sign off from all stakeholders and move to story boarding where every set up of the story is sketched out and defines what the viewer will see and hear as the story unfolds.
- 3 Different Scripts
- Choose One
- Get buy in from all stakeholders
Next we are going to outline the three steps needed to discover, develop and employ an effective strategy for your branded video.”
“Step one is to define your business objectives”
Step 1: Business Objectives –
“A successful video has to begin with a well planned strategy and clearly defined expectations: The strategy process should begin with a review of the basics: your brand values and vision statement; consumer personas; value proposition and key performance indicators.”
- Vision + Values Statements
- Consumer Personas
- Value Proposition
- Key Performance Indicators)
“After you’ve reviewed the basics, you’ll next want to define success for this video.
“Is success the number of views or quantity of conversions? Is it specifically for a new product launch? Is success defined by the number of media impressions? Or is it part of building brand equity of the medium to long term? Perhaps it’s a mix of objectives? Whatever success would look like to your firm, it’s important to know your goals upfront.”
Step 2: Target Market
“Step 2 is identifying your target market and the consumer personas of who you’re trying to reach. Whether they are existing consumers, potential consumers, or a new segment of consumers you’re trying to reach. You may already have done this work, but a refresh and drill down will help the efficacy of your messaging. You’ll also want to define the competitive landscape identify key competitors, and identify what differences exist between the brands. Be as clear eyed as possible and use as much research and data analysis available.
Step 3: Value Proposition
“It is such a competitive business environment. Every brand.. whether they are B2B or B2C or B2B2C, every brand has to tell their story and video content is the most effective storytelling mechanism there is. But there’s so much of it. Therefore, you really need to drill down to your core value proposition —your magic sauce— what your service or product does better than anyone else that makes your brand so unique. You’ll really need to drill down here to ensure that your messaging is built around it…baked into it. Once you’re able to define your unique value proposition that will drive the messaging and the storytelling and render your video content more effective in achieving your goals.
The strategy of how you are going to make use of your resources sets the aura of how your customers are going to react and how your video is going to influence their actions of either making them buy your product or move on.