A couple of years back someone shared a video with me via Facebook that I was really moved by. The video in question was on marriage equality in Australia (a nation of laggards regarding this human right). At the time I was looking at video production for the B2B company I was with, and the comment from my team about the video was: "That it was very moving, and there is no way we could develop anything as emotionally connected for our business". While the comment made sense, I have always thought there must be a way to convey more passion, more emotion and more spark in corporate video work.
Over time I have come across some great examples of companies really honing and crafting their message well - Cisco comes to mind - see last weeks bog post on 60 seconds of video equals 1.8million words. IBM have some fascinating content too - their 100 year anniversary video is well worth a watch. And another charity the Mimi Foundation have done remarkable job of telling the story of how they brought a moment of joy to the terminally ill.
So how do you make stunning video if you are selling to other businesses and without a big creative budgets like IBM and Cisco?
The key is to really understand what you stand for - to thine own self be true - I once heard. A organisation has its own personality and character. That character cannot help but come through in video content. If the personality of your brand (read company) is dry, then chances are video content will also be dry. Video is a storytelling medium and stories have characters, as well as take you on an emotional journey.
To tap into the power of video for your business, invest a little upfront to understand your personality and you will save a lot in the long run.