Co-authored with Debbie Brodsky of DMB Pictures
When you believe in your organization’s mission and impact, you want to tell its story in a powerful way and a corporate video is a highly effective way to do so.
Done well, this brand asset can introduce your organization to prospects, top talent, donors, important board members and any other key audience in the most engaging and action-inspiring manner possible.
However, “doing it well” is exactly where the challenge lies.
After all, there are many ways to tell a story and how you tell yours will make the difference between a video that resonates with your audience and one that doesn’t.
So, how do you begin to shape your organization’s story when there’s no one-size-fits all template?
We recommend that before you create any communications — and especially an asset like a corporate video — you get crystal clear on your organization’s strategy.
Take these three steps before engaging a professional video production company so you can provide both the foundational information and the seeds of inspiration needed to craft a compelling story about your organization:
#1. Revisit Your Organization’s Mission
Your organization’s mission should clearly describe who it serves, its products or services and the difference it makes. If your current mission statement doesn’t achieve this, spend time bringing it up date. Once your mission is on point, you’ll have defined your audience, offering and impact – the necessary facts for making sure your organization’s story is on point.
#2. Figure Out Your Organization’s Why
Defining your organization’s “why” in tandem with its mission will provide additional inspiration for storytelling. Start by asking: Why does my organization exist? This simple question will help you focus on the purpose that drives your organization forward and the passion that fuels the work you and your team do. Refine your why until it sounds as special as your organization. After all, this is the entire reason your organization exists and it shouldn’t feel like it could apply to just any organization. Your “why” should be uniquely yours.
#3. Talk With Key Stakeholders
Facilitating a robust discussion about your organization’s mission and why with key stakeholders will help you in two ways. First, if this group doesn’t agree on the most foundational elements for storytelling, it will be much harder to clearly communicate to a broader audience. Second, without the consensus of this group, it can be difficult to move forward with major strategic initiatives.
Once you are clear on strategy, you can begin the process of crafting your organization’s story.
A good production company will start with a brainstorming session designed to help them understand everything about your organization — from its goals and audiences to the purpose of the video and how it will used. They will also discuss various approaches and guide you to the method of storytelling that will work best for your organization given its objectives.
This is why the strategy work you’ve done to prepare for this conversation is essential. It is literally the roadmap to the final product – a brand asset that will represent your organization and continue to build its reputation for years to come.
Resources
Read Quinn Strategy Group’s Why Revisit Your Why Right Now for more information and inspiration on the power of this exercise and the reason to do it regularly.
If you are ready to create a video for your organization, download DMB’s Pictures guide: Five Questions Every Video Production Company Should Ask You Before You Hire Them
