If you plan to effectively communicate your brand’s message, having a well-crafted corporate video is powerful. Corporate video can effectively engage your audience, communicate your core values, and elevate your business’s image. Corporate videos break complex information into easily digestible and shareable bits. This can range from product launches to highlights on your company’s culture.

However, creating a compelling video doesn’t happen by chance. You should carefully plan and script. This blog post will guide you through the key steps of crafting and scripting a successful corporate video, that will ensure your brand’s message resonates with your target audience.

Defining Your Objective

Before you even think about writing a script or setting up a camera, you should define the objectives of your corporate video.

• Understanding your video’s purpose: This will ensure that every element aligns with your business goals, from the content to the production quality. Ask yourself what the main goal of the video is. Once you’re clarified the purpose, your messaging and tone will follow naturally. Examples of a few purposes include brand awareness, product promotion, corporate communication, and training and onboarding.
• Identifying your target audience: Define who you are speaking to understand your video’s potential to your customers, employees, or industry peers. Knowing your audience will guide your video’s language, tone, and style.
• Pinpoint your key messages: You can accomplish this by determining what you want your audience to take away. Be sure to prioritize key messages but avoid overloading the video with too much information. Keep it clear and focused to keep your audience engaged and make your video memorable.

Planning Your Content

Once you make your objectives clear, your next step for your video production is to plan your content. A proper plan will streamline the production process and ensure that your video remains cohesive and on-brand.

A poorly written script can make even the most visually stunning video fall flat. Invest time into crafting a script that is both engaging and informative. Next, develop a storybrand. This acts as a visual guide that outlines every shot in your video. A storybrand ensures that you maintain a consistent flow and ensures the final product aligns with your vision. A storybrand will also help you to communicate your ideas to your production team and spot any gaps or areas that need improvement before filming begins. Your storybrand should include:

• Frame-by-frame visual breakdown of scenes
• Description of key actions or dialogue
• Notes on camera angles, lighting, and mood

Writing the Script

The next step is to write a well-structured script that will communicate to your customers in an engaging and concise way. Ensure the structure is clear and has a natural flow. Start by writing a captivating introduction that will grab the viewer’s attention. Then, the body should clearly elaborate on your key points. Lastly, ensure the script has a strong conclusion that will reinforce your message. The structure should have:

• Opening scene: A visual representation of your company’s logo and tagline.
• Introduction of the problem: Highlight the issue or need your product or service addresses.
• Solution: Showcase how your company solves the problem.
• Call to action: End with a call to action that encourages viewers to visit your website or contact your team.

Tips for Keeping the Script Concise and On-Brand

• Stay on message: Avoid straying from your key objectives.
• Use brand voice: Ensure that the language and tone reflect your brand’s identity.
• Edit ruthlessly: Trim any unnecessary information to keep the video focused and engaging.

While writing the script, keep in mind how the visuals will complement your words. For example, if you’re describing a product feature, consider how you will visually demonstrate it. Your visuals and script should work together to create a cohesive story.

• Use short, punchy sentences
• Avoid jargon and complicated language
• Speak directly to the audience, using “you” to create a personal connection
• Make use of pauses and timing to emphasize key points

Pre-Production Essentials

With your script in hand, you’re ready to move into the pre-production phase. This is where you’ll gather the resources needed to bring your script to life.

1. Assemble your production team: Depending on the complexity of your corporate video, you may need a team of professionals to handle various aspects of production. This could include a director, camera operators, sound technicians, and editors. If you’re working with a limited budget, you might hire a single videographer who can manage multiple roles.
2. Selecting equipment: The quality of your video will depend largely on the equipment you use. Ensure you have access to high-quality cameras, lighting equipment, and microphones. If you’re filming in multiple locations or outside, consider portable equipment that can be easily transported and set up.
3. Location scouting and scheduling: The location of your shoot can significantly affect the mood and tone of your video. Choose a setting that aligns with your brand and the video’s message. Whether it’s your office, an outdoor space, or a rented studio, make sure the location is suitable for filming, has good lighting, and is free from distractions.

Once you’ve selected your location, create a detailed schedule to keep the production on track. Plan for setup and breakdown times, breaks for the crew, and multiple takes to ensure you capture the perfect shots.

Filming and Production Tips

Filming is the stage where all your planning comes to life. Here are a few tips to ensure a smooth production:

• Stick to the script and storyboard: While some flexibility is needed during filming, ensure that you stick to your script and storyboard as closely as possible to avoid confusion or going over budget.
• Maintain high production standards: From lighting to camera angles, each element of production affects how professional your video looks. Pay attention to details like sound quality, lighting consistency, and framing of shots.
• Encourage creativity within boundaries: While it’s essential to stay on-brand, giving your team some creative freedom can result in better content for your brand. Encourage brainstorming and experimentation during production, but ensure it aligns with your objectives.

Editing and Post-Production

Once filming is complete, it’s time to edit your video. This stage requires patience and attention to detail, as editing can make or break your final product.

• Editing for flow and pacing: During editing, focus on the flow and pacing of your video. Remove any unnecessary pauses or redundant information. Smooth transitions between scenes, and maintain a steady pace to keep your audience engaged from start to finish.
• Adding music, graphics, and voiceovers: Enhance your video by adding music, graphics, and voiceovers. Ensure these elements complement the visuals and script.
• Subtitling and accessibility considerations: Adding subtitles makes your video accessible to a broader audience, including those who may have hearing impairments.

Endnote

Corporate video production is a process that takes considerable time and effort to plan, design and write the script for the video. Every step, starting from identifying goals to refining the video after it is shot is important in delivering a good and effective video. You should take the following key factors like identifying the purpose, having a good script, and sticking to the storyboard when producing.