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Don't Hire us for Video: Highlighting the Missing Element that Allows Video to Work

We're a video production company, right? We've produced hundreds of films, so on the surface, you'd probably say yes; however, that's not why brands hire us. At first, it's typically, "hey, we need a video, and X person recommended you." From here, we give an intro and decide if we're a good fit or not, but a brand shouldn't be hiring us to make a video. Why? Video doesn't solve the problems of a business. Strategy does.

Most brands aren't putting their goals, mission, or purpose as the focused priority. Most brands experience "video envy" and think it's something they "have to do" instead of "something to aid their brand, story or goals." Great business usually requires a few simple things to work in harmony. They need customers to connect with them, understand their positioning, trust them and add value. When even one of these works in their favor, the cylinders start firing, traction begins, and a cold audience turns warm, and warm audiences turn hot. This is a tactical approach to story-telling.

Instead of hiring someone for a video, hire someone who understands these goals and how video creates traction towards these goals. We get hired when we solve these problems, and we take jobs with clients who collaboratively work with us towards focused goals. A video doesn't make a brand but can harm or help them. We don't want to make a video but to help tell a large part of the story at hand. A start divides the brand's efforts into focus sections and hones in on stories that support its uniqueness. This is where problem-solving begins.

Most business models are similar, but we've found the origin and reason for existence are where their uniqueness shines most. Like us, it's not just to make videos but to impact brands using story-telling. So what does your brand stand for? Whom do you want to connect with? What's the origin story? These questions all weave into the story-telling and filters for what should be in your video, photography, or design. These all create sound limiters because they let you know what's on-brand and what's off-brand.

MYELIN: Storytelling is a Long-Term Process

When you understand your brand as a whole, you can begin story-telling. One video does not fulfill your audience. Long-term goals of growing and developing your story take time and content. It's a poor mindset to think, "this video will be the breakthrough" or "we're set after this video." Honestly, you're setting expectations for your audience and need to be prepared to show up more and more consistently after you take the plunge. This is where narrowing ideas and planning budgets can go a long way in serving long-term goals and efforts (that's another subject in itself, though).

In story-telling, consistency is essential. Brands often want something next-level or flashy. We love big budgets and challenging problems, but if it's off-brand, it isn't helpful. We'd rather build a practical project that's in line with a body of work because that's healthy. Healthy brands continue to grow and continue to work with people like us. Flashy is typically short-term.

So when we design the strategy for a project, we need to ask what story we are trying to tell. Once we know this, we can decide on a format. Video production is extensive experimentation; over time, you formulate what works and doesn't. It's fun work but most fulfilling when it's of purpose and brings value. Story-telling is about creating a connection, and in doing so, finding your authentic and natural strengths helps do this faster and more precisely. There's ultimately an element of therapy that happens with each project we do, creating that space for our clients to open up about hurdles and forming a relationship that lets us tackle these challenges together, with video as the tool.

Getting to the production isn't so easy. Projects start in meetings. Here we listen deeply, ask qualifying questions, and work to gain alignment with our clients. We often help clients realize their strengths, special stories, and areas of growth. We want our clients to be successful, and understanding their needs and wants; lets us tell their story. Once we know the full scope, we start to build an executable plan. When the project becomes executable, we get hired.

The best projects happen when our clients are honest, listen, share valuable information, and understand that the process starts slow and speeds up down the line. It takes consistency, patience, and involvement. Money doesn't solve all the problems, but it is a powerful driver in problem-solving. Our favorite brands and projects are collaborative-focused energies, building significant projects, and great working relationships. All these aspects might seem heady or left field, but they all work together to bring each story to life with integration and flow.

Key Takeaways

  • Storytelling is Long-Term

  • Storytelling needs to be Consistent

  • How does your Story Interconnect?

  • Good Storytelling is Proactive

  • Reactive Thinking Costs Money

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