Video production companies are often thought of in the context of managing costly and enormous advertisement campaigns for massive brands. However, most production companies make their money by running relatively small ad campaigns and putting commercials for small businesses on local TV networks.
A good advertising campaign can bring profit to a business of any size, as long as you remember to take your time with it and utilize the agency properly for the specific requirements of your business.
A successful brand video will benefit not only your brand but the video agency itself. It is a powerful medium that requires a lot of work, which is exactly why your relationship to your video production company is so essential.
Step 1: Choose the Right Partner
It all begins with picking the right people for the job. Once you’ve got an idea of the company that you’d like to work with, it is important to communicate and collaborate through every stage of the process so as to create the best product possible.
If you’ve never worked with a video agency before, or you haven’t had the best results in the past, it is best to choose a global video production company with lots of experience under its belt. This will make the rest of the process much easier because you’ll have someone to rely on who knows what they are doing.
Step 2: Communicate
As your creative partner, your video production company will want to get acquainted with your brand as quickly and as thoroughly as possible. Sharing the broader vision of your brand with your new partners will help them get a clear sense of what your long-term goals and aspirations are, as well as who you are as a company.
Share your foundational thinking in early conversations, dealing with topics such as values, mission and brand vision, as well as how you expect the project to contribute to your content strategy.
Every piece of content promoting your brand should contribute to your larger vision and goals, even if you’re only working on a one-off video. Informing your production company of this important context will give them a clear idea of the creative approach they should take, in terms of delivering your story and differentiating from the competition in the best way possible.
Step 3: Iterate Until Satisfied
Just like a happy marriage, or any other healthy partnership, a relationship with your production company is based on productive communication. If you’re not happy with what you’re given initially, don’t settle for it. The project will not go well if you aren’t 100% satisfied with the idea, to begin with.
Both sides should be engaged and enthusiastic throughout the process, starting from the very beginning, when your production company is pitching ideas. Their interest and excitement should be palpable, and so should yours. If either one of you is half-hearted, this will be reflected in the final product.
Ask your agency to give you clear guidelines regarding the risks of every presented direction. They should be able to tell you which concepts might be difficult for actors or pose significant technical challenges. You should also expect them to fight for the ideas they believe in, and that energy will do wonders for the end result.
Don’t be afraid to let your partners know if you’re not satisfied with what’s coming through at any stage of the project. That said, try to articulate what is missing as clearly as possible, as well as what additions or shifts you’d like to see.
In the end, while there are many practical details that could elevate a project to the next level, most of the success will come down to your relationship with your production company. Nurture your relationship and commit to being collaborative partners, and we guarantee you’ll have a successful engagement.
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