When you work on branding a company, you often have to think about the essence of who you are. You have to spend time focused on philosophical aspects of your business, i.e. “What are our core values?” “What are we all about?” “Who are we here to serve?”
We too at Red Fox Media have to constantly think about and evaluate our brand and how we want to position ourselves. When marketing departments are pulling video production in-house, it becomes increasingly important to define what it is we bring to the table.
We have often defined our approach as”cinematic,” but sometimes that’s hard for people to visualize. What does it mean to be “cinematic?” That’s why we always show our demo reel to potential clients. It’s much easier to understand a term like “cinematic” when you can see it on the screen. We recently explained it this way:
Our projects have a “cinematic” feel. It can be difficult to describe, but you know it when you see it. We achieve that tonality by paying attention to disciplines like composition, lighting, camera movement, and story. Like any craftsman or artisan who invests a lot of effort into sculpting, constructing, or restoring, we are meticulous and diligent about giving our clients a video with high production values and a clear branding message.
Knowing your own core values will help your company stay on track amidst the ebb and flow of your particular industry. That doesn’t mean you don’t adjust to changes in the marketplace. That doesn’t mean you stop innovating. But it does mean that, despite these changes, despite those innovations, your core values stay the same. That’s your foundation. That’s who you are. It’s the DNA that gives your company its identity.
And it’s our job to help you communicate that identity to your audience.