Block, Light, Rehearse, Shoot…your brand story.
It’s happened before, technology democratizes an industry and craft suffers before it rises again. I’m advocating for a conscious return of what I feel is a progressive loss to the level of craft in commercial content production.
The art of your brand story is one part and the art of the production of your brand story is the other. Thanks to the internet, there exists an insatiable desire for content. And thanks to the democratization of the technologies of content creation, everyone with a camera and a zoom recorder is suddenly a producer or director or director of photography or all of the above. Yikes.
Potential clients call Brandforming and ask us for an assessment of why their content is not delivering the anticipated results. They invested in, yada, yada, yada…
There is a lot of crappy content on the web; I hope it’s not yours.
Just because you can produce content with your smart phone does not mean you should. Just because you can fry an egg on your car engine does not mean you should. If Annie Leibovitz takes your portrait with a smart phone, it will be an amazing story of you. If Martin Scorsese wants to make a cinematic production with a DSLR, it’ll be an amazing tale. If Bobby Flay decides to cook you brunch on the engine of his SUV, it’ll be one of the best meals of your life.
The skill and creativity of the story teller, not necessarily the gear involved, is the point. Great gear in the right hands has the potential to make a great story or idea that much stronger in execution. But in and of itself it is an empty shell.
This does not mean you shouldn’t create and produce. It means if you don’t have the skills, you need to practice and hone the craft before you degrade your brand with crappy content. And the first skill you need to master is the story. If you don’t have the skills in-house, then hire the right people. All the tech expertise in the world will not make a bad story better.
Most production companies are not built like marketing agencies; most of them are built for episodic engagements, not brand stewardship. Building and safeguarding your brand story takes a long-term view, it takes insight and planning and strategy and great creative ideas, smartly executed. This is the work of brand agencies.
Today there is a profusion of production companies that have technical skill because the technology has made it much easier to look and sound good, but that does not make them effective at decoding your story. A direct engagement with a production company may make the cost to your marketing budget look cheaper on paper but the long-term cost is significant. Vacuous content.
Content without brand strategy is death by a thousand cuts.
Really good agencies know this, and really good clients know this too. And really good production companies know this and expect to partner with brand agencies. A great commercial director wants to understand your brand and its audience. This is where your brand agency insight and executional expertise will guide the production team and help them tell your brand idea with the correct intention.
This is the work of producing content; to tell your brand idea, and it is why brand agencies employ creative directors, writers, art directors, strategists and producers, to define your brand idea. And then, shot by shot, adding and building, intention upon intention, the entire production design is aligned with the purpose of your brand.
This is the craft.