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Everything You Need to Know About Branding Your Movie.

Everything You Need to Know About Branding Your Movie.

Author : Leo@cinemaug Content.

2,Years ago

Everything You Need to Know About Branding Your Movie.
More and more, brands are choosing to create brand films over traditional commercials for their products. As social media has pushed modern audiences to crave more authenticity, brands need to capture their identity in an engaging, exciting, and novel way — without compromising their central message.

In the following post, we will look at the steps to take to create a beautiful and effective branded movie.

1. Always Reinforce the Mission Statement.
Every successful company in the world is guided by a mission statement. Depending on your client, the mission statement can vary, but at the heart of everyone is an appeal to emotion that transcends logic or processes. It is this emotion that will be at the center of your video.
A great example of the modern brand video comes from the project collaboration company Asana. Asana's mission statement is:
"Help humanity thrive by enabling all teams to work together effortlessly."

Let us think about that for a second: A software company's mission statement is to "Help humanity thrive."
At the end of the day, your brand's video is all about storytelling. What is the deeper narrative of your brand? What problem are you solving? What groups of people are you helping? How does your brand play a role in an industry or the world at large?

2. Creative Cohesion is better than Bold Novelty.
For better or worse, every brand gravitates towards an aesthetic when creating content. While it is not your job as a video professional to create your client's visual identity from scratch, it is your job to interpret their identity and translate it visually. This is especially true if you are working with a small business, whose visual identity might be less developed.
Everything you do when working on a brand film — from color grade to music selection — needs to reinforce the client's established, or desired brand identity. Here are a few important questions to ask when establishing a 'look' for your video.

What color grade should the video have?
Does it need to have a professional aesthetic?
Will the video reflect the company's diversity?
How do the graphics reinforce the brand?
How does music reinforce the brand?
Will the video using a tripod or shoulder rig?
Should the depth of field be shallow or wide?
Will the video feature narration or be driven by graphics?
Will we need to purchase stock footage?
Will the video be mostly recorded via camera or motion graphics?
The questions above aren't necessarily all-encompassing, but it's an important reminder that there are hundreds of creative questions that need to be asked when working on a brand film. As beauty is in the details, no detail is too little to contemplate.

3. Don't Undervalue Custom Graphics.
The importance of graphics that reinforce the brand can't be overstated. Unfortunately, many video editors overthink this crucial aspect of the video process. While it may seem pedantic to focus so heavily on graphics, they are usually the last thing your audience sees before committing to visit your client's website or follow them on social media.

Sometimes, a simple white logo with a cross dissolve is enough. Most of the time, it isn't.
Creating custom graphics for your brand is pretty difficult if you don't have experience in After Effects or a similar program. This is where the beauty of After Effects templates come into play. By using a template you can create a custom look for your brand's logo; you just need to drop the logo.

4. Play into Your Creative Strengths.
Very few, if any, of your clients will have huge budgets for their brand film. It is more likely that you will have to focus heavily on cutting corners and saving money to work within the client's budget. This is understandable. Luckily, there are resources out there that can save you money in the end.

Notably, if your project requires drone footage or establishing shots that are outside of your normal travel radius, you can easily find and purchase affordable stock footage that matches the tone of your video. Using stock footage is not cheating — it frees you up to focus on the creative tasks you are more deeply passionate about.

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