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Don't forget your B.R.A.N.D. when Planning your next video Production

When planning your next video production, think about how you want the world to see your company. Your B.R.A.N.D.

Technology allows us to capture content instantly. Smartphones have turned us into photographers, videographers, and editors. While technology has given us the tools to produce videos, it hasn’t transformed us all into award-winning filmmakers. Before you hit record, read these tips below. Think about how you want the world to see your company. Your BRAND.

BRAND video production infographic

Be Mindful

Give thought to your message. Quick videos and impromptu snaps with your smartphone can work fine but leave a lot of room for error. If done poorly, video without proper consideration of brand, message, and audience can have a negative effect on the company and push new hires or business away. Videos viewed by customers should be high-quality, produced pieces. If not, you risk damaging your brand.

According to Brightcove, “62% of people are more likely to have a negative perception of brands that publish poor quality video.“


Whether you’re producing a video in-house or you’ve decided to outsource the project, make sure the video is relevant to what you do. Are you providing evergreen material to your customer base? If so, make sure it delivers and doesn’t skimp on content or quality.


Content is crucial. Whether your brand is looking to entertain or educate, it must do so authentically. Content shouldn’t come off as forced or opportunistic. It also shouldn’t look too polished. Be true to your brand and business. If your company or brand has a purpose and provides value, tell the world about it with video. Just avoid shaky camera moves, poor audio and bad lighting.

On, Jeremy Brandt, CEO of, points out that intentionally using a shaky handheld camera in an effort to appear authentic and unscripted actually cheapens your brand. He reminds readers that you can use a tripod and still be authentic.


Will people want to see your video? Does it provide them information or entertainment? If you answered entertainment, that could be a good time to grab your phone. If the topic is more on the serious side, leave it to the professionals. Make sure people want to watch for the content, not the distraction. You don't want to be like one of those fabulous Super Bowl ads everyone loves, but no one can remember what product they were trying to promote!


Designate brand ambassadors to help carry out your video message to the masses, whether it be on your website or your social media feeds. Put your brand in the best light and best hands by identifying select individuals within your company who may already have a video production background or a complimentary skill set. If you have a social media savant on staff task them with posting videos. Consistency is key when it comes to the "voice" of your company. All your outbound messaging and social posts should have a similar style and feel to them.


In-House Production vs. Hiring a Production Partner

Now that you are ready to create your video, the next question may be “who is going to make it?” Here are some pros and cons of doing your video in-house, or hiring someone to do it for you. 

Outsourced Video Production

Pros to outsourcing your video include:

  • Less time commitment on your part. Leave the details to the vendor.
  • Video vendor supplies all equipment and produces a high-quality video.
  • The technical aspects within the creative process are taken care of from beginning to end. 

Cons include:

  • Producing several videos one at a time is more costly than doing multiple videos at the same time.
  • Minor tweaks or edits after initial production is complete can add up in time and money.
  • Finding the right video vendor can take time and research. 

In-House Video Production

If you are going to do your video in-house, some of the benefits are:

  • Internal employees are familiar with company strategy.
  • They can also be held to a high level of oversight and accountability.

But it's also a lot of work. You could run into roadblocks such as:

  • Small teams are more likely to be limited by creative constraints or even experience. The smaller the team, the fewer creative ideas you'll have. 
  • Your small in-house team juggles multiple tasks for the entire company. Their time will likely be divided among several projects.
  • High-quality, state-of-the-art equipment is a large investment and is always changing.
  • Studio rental or creating a new space in-house can be expensive. You'll need someone with the technical knowledge to put it altogether. 

Video can have a huge impact on how customers see your brand. When deciding whether to produce video in-house or to outsource, be mindful of your audience and the purpose of your video. If you want to create several public-facing videos, you'll want to utilize a team with a strong production skill set, and one fully invested in what you are trying to achieve as a company. Give your audience more reason to trust your brand.

When the time is right, Plum Media is here. We create video solutions in collaboration with you. We bring to your video a purpose, a product, a perspective and a Midwestern mentality that everything we create must provide value. That’s the Plum promise.


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