Everyone wants to get into video. It’s the most-shared form of communication on the internet. It’s a great way to deliver messages with impact. And it seems easy–you can shoot it with your phone! But launching a video production enterprise–whether a one-woman-band or a fully staffed shop–can be daunting. There’s much to consider: legal form, liability insurance, what gear to buy and where to store it, how to acquire and service clients, and how to yourself and what you do. In this article, I’ll tackle one element of video business ownership that often eludes those of us busy with creative work: branding.

Defining Your Brand

I live in Washington, DC, where you can’t attend any event without someone asking “What do you do?” It’s easy to fall into the trap of exactly responding to this ask. Telling the WHAT of your work. But whenever I’m at a networking event, I try to practice defining my WHY, which is the essence of any brand. So I say, “I’m a filmmaker. I make short films about important issues that make people cry and write big checks.” If people are still interested, then I continue “And I consult and teach workshops because I love to help others tell a better video story.” Sure, the WHAT is in there. What people remember is the WHY.  I always love this Simon Sinek Ted Talk that speaks about the importance of Why for leadership, and I think it translates directly into branding.

Your Brand Promise

No, this isn’t a tag line. It’s what kind of experience you deliver every time, to every client, on every project. It’s the HOW of what you do. And it should be integrated into every platform you use to promote yourself, including when you speak to people about your work (the famous “elevator pitch”).  How do you deliver your services? Are you lightning fast because you have all the latest integrated cloud-based systems and can easily work across continents with integrated teams? Are you a boutique shop that delivers personalized, customized work that focuses on one-on-one client relationships? Whatever it is you do, you need to explain HOW you do it, and what sets you apart from everyone else in the field (which is a lot of us!).

Your Brand Across Platforms

When launching a business, you may be focused on getting those first clients in the door, and maybe setting up your website. But be sure you are present across a couple of social media platforms. If you are targeting tech industries, Twitter is still the place to be. If you want to show off your creative chops, it’s Instagram. For the widest possible consumer reach, Facebook is still idea. And if you want to promote yourself as a professional, and make contacts across industry sectors (and be able to search for new clients among your connections), then LinkedIn is your platform. Tik Tok is making a fast break, but I wouldn’t put all my eggs in that basket in terms of personal branding and marketing.

You will also need a portfolio page where you can direct prospective clients. This can be a page integrated into your website on a platform like Squarespace, Wix, or WordPress, or it could be a separate link to your Vimeo or YouTube pages. And don’t forget the most important brand-messaging platform of all: your email address and signature line! I’m amazed at how many people overlook the value of the email signature as a place to tout your website, offer links to new work or special events, or simply include a tag line. Remember that your emails can and will be shared and forwarded, so they are an optimal way to promote your brand–for free!

For more information, try LinkedIn Learning including my new course “Running a Video Production Business”.

 

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