Ah, the briefing! Such a fundamental step in any project and so underestimated by many clients and professionals. Many people confuse the briefing with the idea of the project itself, and think that this is all the information necessary to produce quality material. How wrong! Without a briefing, or with an incorrect briefing, the dream can turn into a nightmare that is difficult to wake up from.
Let's say your company wants to make a video to attract more customers and increase sales. Let's agree that this is a pretty common goal, right? After all, who doesn't want to sell more? And let's also agree that, precisely because it's generic, this video can be made in thousands of different ways – or it can be more of the same. And let's agree again that you can't just "pay to see" (literally) and hope that your video turns out the way you want it to. Or imagine you want it to.
Here comes another important point: what you think you want for your video. An idea is just an idea, and you need to explore several possibilities to make sure you choose the best chile phone number data way to deliver that result. Naturally, you are the one who knows your audience and your product best, but it is the video production company who has the know-how to communicate the message in the most effective way. Therefore, the most valuable thing you can do to contribute to the success of your video is to provide all the information about your company and market in detail, that is, by helping to create a good briefing – which should be a requirement of the production company you choose to work with. Be suspicious if no one even mentions the briefing at the beginning of the process.
The briefing is the guiding light, what shows the way and keeps the project from losing its course. It is through the briefing that the production team will come up with ideas, write the script, capture the images, edit, and finalize. It is through the briefing that you will be sure that your video will reflect the “face” of your company and that it will convey the soul of your business. It is the briefing that will ensure that the right message reaches the right people. It is through the briefing that you and the team that will work on your project will be speaking the same language and pursuing the same goal.
To make a complete briefing you need to remember the main points:
Understanding who your company is
All information is relevant. History, vision of the future, main products/services, including your communication material and visual identity, such as website and logo, and even market data, such as main competitors and market share.
Project Objective
Remember what we talked about above about what you hope to achieve with your project? It is essential to have a specific goal in mind. In the case of videos, it is no use thinking that your goal is to create a YouTube channel. The goal must be something tangible, such as increasing sales, promoting a new unit, or gaining brand presence. This is a point that must be very well thought out and structured.
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