In order for video content to perform well and make a return on investment, the content must be rooted in deep strategic insights that communicate your value proposition in an entertaining and informative way to your consumers.
Depending on the existing resources of our clients, we work with existing brand strategies or help clients round out the parts of their brand strategy that they haven’t completed yet.
Working under a cohesive brand strategy allows us to create an efficient + effective ‘Creative Brief’ that serves as an guideline against which scripts are created. It also ensures that whatever content we create is rooted in deep strategic insights.
There are 5 Steps to our Brand Strategy Process, which cumulates in the ‘Creative Brief’ against which the video content scripts are written
Step 1: Business Objectives: Defining brand architecture; vision and values; immediate market share goals; budget; long term strategic goals.
Step 2: Target Market: Defining competitive analysis; market segmentation; consumer personas; intermediaries
Step 3: Brand Elements: Defining brand purpose; voice; messaging + tagline
Step 4: Activation Plan: Defining earned and paid social media planning; public relations planning; identifying appropriate influencers; broadcast media planning.
Step 5: Marketing Assets: Outlining deliverables: social video; brand anthem; product video; commercial; testimonial
Deliverable: ‘Creative Brief’. This process typically takes between 2-6 weeks
Once we’ve have a client-approved ‘Creative Brief’ we identify copywriters and creatives that best fit our objectives and quickly task them with creating scripts against the brief. Blend’s Chief Content Officer then collaborates with the creative teams to create scripts that fit the brief and can deliver on the business objectives. We present the scripts to the clients, get feedback, revise and represent until we get it right and land on approved scripts.
This process typically takes 2-3 weeks.
With final, client-approved scripts, we’re finally ready to begin the production process. We start by identifying the perfect director and crew, and working together with them, create a comprehensive schedule that takes us from pre production all the way through post production and final delivery.
Production breaks down into three phases:
Pre Production: Identifying and securing the appropriate production crew; edit house; music supervisor; casting agent; location scout; film permits; locations; insurance policies; actors; animators; graphic designers and voice over artists. The pre-production process cumulates in a comprehensive Pre Production Meeting (Pre-Pro), 1 or 2 days prior to the commencing of filming. The Pre-Pro Book contains every detail related to the production process and all decision makers confirm all final approvals in this meeting. Pre production takes anywhere between 1 week and 3 months depending on the size of the production.
Production: These are the actual shoot days themselves. With a tight client approved Pre-Pro Book, we get to work. Shoot days are long days often 12-14 hours and involves crews ranging from 5 – 50 people, all tasked with specific assignments, and all working under the strict directions of our line producer and production manager. Clients are set up in a ‘video village’ area where they watch the action on playback. We follow the scripts and storyboards until we’ve captured everything. Production usually varies between 1 and 14 days of shooting, depending on the deliverables.
Post Production: With the production process behind us we move into the final stage of post production. Video; music; sound design; voiceovers; graphics; animation..these are the elements that make up post production. This includes a rough edit assembly, revisions, and, ultimately, final deliverables that have been color corrected, sound mixed, and onlined.
We create world-class branded content in many different formats, including