10 things to think about before making

a corporate video.

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1. What is the aim of the video?

What exactly do you want to achieve by making this video? 

To change people’s minds, inform, motivate or encourage? 

2. Who is your target audience?

Who do you see as your main target audience? 

What’s their age group, gender breakdown, ethnic origin?

Are they a captive audience? 

Or does the video have to grab them from the outset, and entertain to keep them watching?

FYI: A lot depends on who the video is

aimed at.

3. How much does the audience already know?

TIP: If you’re hoping to persuade, convince or educate people it’s worth

thinking about what their current perceptions are.

Do they have preconceived ideas that you’ll need to overcome? 

Any fears or negative impressions that you will need to allay? 

Or do they simply know nothing about the subject matter they are 

about to see?

4. What approach does the film need to take?A video can take a wide variety of approaches…

SERIOUS?

FAST PACED?

SOMBRE?

LIGHT HEARTED?

• How do you want your film to come across? • Will it be presenter-led, narrated, or include music? • Will it feature professional actors, or take a 

documentary approach, as told by your staff?

ASK YOURSELF…

5. How do you envisage the style of the film?

How do you see the project visually standing out from the rest and also being a true reflection of your brand identity?

Do you visualize a particular style of titles, design and / or 

motion graphics? 

6. What resources are available?

Does the film have to tie in with an event, any printed material or a website in terms of a look and style?

Apart from a detailed brief, script or story outline, is there a need for any existing footage or materials to be included? 

Who needs to be involved with the film? 

Is bespoke filming required and if so at what locations and for roughly how long?

7. Where will the film play out and on what format?

It’s useful to know how the video will play out and roughly how long it needs to be. 

Is there a particular format(s) that the finished film will be viewed on? 

Where will the finished film be shown and for how long? 

The answers here will effect possible clearance rights for such things as featured artists, music and / or stock footage used.

8. What is your timescale?When will the film need to be delivered 

by? 

What do you think the lifespan of the video should be? 

Will it be designed as a one off? 

Or do you need it to be re-useable, translated in to other languages, 

or repurposed for different markets and / or platforms?

9. What has to be included, or avoided?Does the film need to follow any corporate guidelines or are there restrictions about how certain aspects of the work can be presented? 

Is there a company font, logo, design style that has to be used? 

Is the film's content of a sensitive, confidential or specialist nature? 

If so there will need to be someone assigned to ensure that the film remains factually accurate and on brief.

AND FINALLY…

10. Who is in charge of the project?

You will probably want to seek input and advice from several people when getting this video 

made. 

But is there a particular ‘sign off’ person who the producer could liaise with throughout the 

production process?

Thanks for reading!

ToastTV.co.ukFacebook.com/ToastTVTwitter.com/ToastTV

LinkedIN

Call 02074370506 or email slice@toasttv.co.uk for a production quote.