Whether you’re new to video production altogether or you’ve been at it for a while and are just working on your latest piece of work, it’s always important to clearly define your overall mission as early on as possible, before doing anything else. Why? Because every single decision and move that follows should be dictated by that mission.
The thing is that it’s like they say, there’s more than one way to skin a cat. No matter what you determine to be your main objective(s), there are plenty of options when it comes to achieving it and while some types of videos call for a pretty basic, explanatory approach, others allow for a lot more creativity and emotion.
And in cases like those, you just need to know which emotions to try to evoke to be truly successful and that requires determining what the heart and soul of you and/or your brand is. Trust us, it can be a lot harder than it sounds, so we thought we’d pass along a few tips for finding your heart and soul and then articulating it via video.
What’s your or your brand’s heart & soul?
First of all, it’s important to point out the potential differences between your and/or your brand’s soul and your primary mission, which can be one and the same but don’t necessarily have to be and often aren’t. So, if they’re two separate concepts, then what differentiates them? Action, that’s what.
Think about it, your main mission, whether it’s to sell a product, to create or enhance your brand awareness and recognition, etc., will require some type of action. That’s what makes it your mission, but your heart & soul, on the other hand, is all about your beliefs, the beliefs that compel the action of your mission.
Determining your brand’s heart and soul is all about determining which values and ethics you want to champion through your mission. They could be family, growth and opportunity or the values could be quality and integrity, but the bottom line is that the difference between belief and action is essentially what separates a brand’s heart from its mission.
Now, while your heart & soul and your primary mission should always go hand in hand, again, there are some cases in which they’ll actually be the same thing and that’s perfectly fine. If your mission itself exemplifies and champions the values you and/or your brand believes in, then that works.
How do infuse your heart & soul into your videos?
Again, there’s more than one way to skin a cat and depending on your specific beliefs and mission and on the particular people you’re trying to reach, how you should go about weaving your heart & soul into your actual video content will differ. For some brands, stories involving animals or babies are the perfect way to tug at some universal heartstrings, while testimonial videos from the customers, fans, or followers themselves work best for others.
For the most part, you can never go wrong with emotional storytelling revolving around real people and their real experiences, but you always need to stay mindful of your true soul. What does that mean? Well, there are plenty of brands out there, for instance, that don’t have souls or haven’t done what it takes to clearly define them, yet still create content with some type of emotional appeal. One way a lot of brands like to do this is by focusing the emotion on the way their products or services make people feel.
It makes sense and the approach can absolutely be successful, but that’s not really soul, is it? Like mentioned above, a brand’s heart & soul should be defined by the beliefs and values they want to champion in what they do, not by the emotional reactions that their customers, fans, or followers have to their products or services.
And it’s not just about ensuing that your true soul is in the content itself, but also the consistency with which you deliver it. Using video content to connect with your audience in their daily lives, to create some kind of daily discussion with them, will also go along way toward articulating your heart and soul, as will making some type of content based on the local community.
The whole point is that articulating your or your brand’s heart and soul is all about integrating yourself in your audience’s environments. A brand with a true soul shares common ground with their audience. It’s not about leading or following or being the center of the universe; it’s about all believing in the same thing and working together.
We’ve been in video production for long enough to know the difference between having a heart and not.
The bottom line is that people buy into what they believe in now. Yes, they want to get the highest quality, most helpful and effective stuff. There’s no doubt about that, but when one brand’s offering someone all that with some heart & soul and another’s simply offering it, then you can imagine which way that person will probably lean.
A brand without a clearly defined heart & soul has to rely on selling people strictly on the features and results of their products, services, etc., but a brand with a true heart & soul, a clear reason for existing and doing what they do, doesn’t have to solely rely on their offering(s) but on a shared passion and motivation with their audience as well.
That is, of course, if you determine what your and/or your brand’s true heart & soul should be and then articulate it in your video content in a way that connects, emotionally, with viewers. Again, it’s not easy, but if you manage to do it, then you’ll end up some highly loyal customers, fans, followers, etc. We hope these tips help. Good luck!
About Us: KVibe Productions, one of the top NJ & NYC video production companies creating video content of all kinds, can handle every aspect of the process. And whether it’s a commercial, a corporate video production, or a feature film, at KVibe, we always create to inspire.