The Power of Storytelling: Why Your Organization Needs a Branded Documentary

In a media landscape that is full of generic corporate videos, copycat talking heads, and over-the-top antics, imagine being able to captivate your audience, build trust and credibility and bring viewers on a journey that sets your organization apart. Creating a branded documentary can do all of that and more!

Introduction

Today’s digital world is saturated with content. It's harder than ever to make your business stand out when consumers are confronted with so many ads, sales pitches, and generic marketing content that they can hardly tell what’s what anymore. If you really want to connect with your audience and show them your unique value, you need a more authentic and engaging approach. Enter the branded documentary.

If you really want to connect with your audience and show them your unique value, you need a more authentic and engaging approach.

A branded documentary is a video that showcases what your organization is about - your mission, vision, values and goals - in a way that captivates audiences while maintaining only a subtle nod to any brand affiliation. These videos go beyond the surface-level promotion to connect with your audience on a deeper, more intellectual and emotional level. Your branded documentary can help in the following ways…

• They humanize your brand and build trust

• They highlight your organization’s mission, values, and unique selling points

• They showcase your products or services in a compelling, real-world context

• They position your business as an industry leader and authority

• They set you apart from competitors who rely on more conventional marketing tactics

In this article, we'll explore the benefits of incorporating a branded documentary into your marketing strategy and provide tips for creating a video that captivates your audience and drives real results.

Connecting with Your Audience

Humans have been telling stories since we first started gathering around campfires trying to explain the shadows that darted around behind the flickering flames. Stories have helped us make sense of the world since humans have been around and the role of story in today’s world of business and marketing is as crucial as ever.

In today’s marketplace, people want more than products and services, they want connection. Authentic narratives that resonate with their values and emotions help create that connection. Sharing genuine stories through branded documentaries builds trust, empathy, and loyalty with audiences.

Many companies have used these films to incredible success. You have probably watched dozens and may not even realize it. A prime example is Patagonia’s documentary “Worn Wear: A film about the stories we wear.” It’s a 30-minute short film that gives a little of the company history and then highlights stories of normal people doing extraordinary things with their well-worn Patagonia clothing and equipment.

Stories have helped us make sense of the world since humans have been around and the role of story in today’s world of business and marketing is as crucial as ever.

The human stories in “Worn Wear” connect with customers on an emotional level while also showcasing the high quality and durability of Patagonia’s clothing. Customers associate Patagonia with quality - and not only do people want to buy their products, customers want to support the business because they trust them.

Show Your Audience Who You Are

Blogs, explainer videos, testimonials, and traditional advertisements are very effective at delivering information and promoting products. They’re all great at educating. But, branded documentaries offer your organization the opportunity to engage your audience on a much deeper level. Documentaries are typically not about the organization - they are about the people who get value from the organization. It’s a profound difference. Branded documentaries are much more immersive than any other form of content, which allows them to more fully engage with your organization’s story, values, and mission.

Connect on a deeper, emotional level

Documentaries can evoke strong emotions and display a powerful sense of authenticity that other mediums struggle to create. By showing real people deal with the challenges of real life, they humanize the organization making the mission and values part of the selling point. Going back to “Worn Wear,” not only are people willing to pay a premium for Patagonia clothing, they’re excited to support a company that makes dependable clothing that is empowering people.

Documentaries can evoke strong emotions and display a powerful sense of authenticity that other mediums struggle to create.

Beyond that, a well-crafted branded documentary can position the organization and it’s leadership as thought leaders in their industry. You can position your organization to establish itself as an authority and innovator by demonstrating expertise, sharing unique insights and addressing relevant issues. This can also attract new customers, partners and investors who are drawn to what the organization is doing.

Essential Elements of a Branded Documentary

The two main things you need to be sure to incorporate into your branded documentary authenticity and transparency. If viewers catch a hint of insincerity - if they feel like they’re being sold something - they will not only move on, they will label you untrustworthy and actively avoid your organization.

To begin creating your branded documentary, identify a central narrative or theme that aligns with your organization’s mission and values. Think about what you want the organization to say to the world and show it by telling your story. How did the company form? Where did the initial idea come from? What adversity did the non-profit overcome to begin helping people? What kind of impact did the group have on the surrounding community? Finding that theme and creating a cohesive narrative will keep your viewers engaged, which will help further cement your organization’s position in the mind.

Your organization has stories to tell. Think about that customer who constantly tells you about how much she recommends your product. Think about the motto that everyone uses that encapsulates the non-profit’s culture in just a few words. Think about the employee who has been with the company for 55 years and is finally retiring. Offering these people a platform from which to tell their stories showcases how your organization has impacted the lives of real people, which continues to build the emotional bond with your organization.

Smartphones alone can honestly do a pretty good job at taking good videos and AI can probably help you write a pretty decent script. But, if you want great results in the shortest timeframe your best bet is to hire a professional to help you brainstorm, storyboard and produce the video. This is what we do. We can help you craft a compelling visual narrative, capture powerful footage and edit your documentary for maximum impact. Drop us a line at info@lakeshorevisuals.com or schedule a free consultation here!

Lights. Camera. Action!

Creating your branded documentary may sound overwhelming, but with proper planning and effective execution you can create something that is rewarding and impactful. Let’s take a look at the basic steps with some more detail.

Brainstorming

Before you get too deep into the weeds, get ALL of the ideas out there. Schedule a creative brainstorming session with some of the key leaders and stakeholders in the organization and start writing down ideas for themes. Use your mission, vision, and values as the bedrock of your ideas. Try to come up with 10-15 keywords or phrases (five words or less) that encapsulate what you are about. Then, whittle that list down to three to five options.

Now, it’s time to find the narrative and the characters.

This time, involve the entire organization. Have a quick all-staff meeting to explain the project and tell everyone that you’re looking for stories that showcase the organization along the lines of the themes you’ve picked. Encourage everyone to submit story and character ideas. Give them a set amount of time, and then decide on your narrative and characters.

Planning

Creative projects can go off the rails quickly without proper planning, so a solid plan is a major must for your branded documentary. There are a lot of systems out there for planning a story. Many of them work. Here’s mine in a nutshell:

Figure out your characters, goals, story arc and setting

• Determine the characters: Who is the main character? What do they want? Who else is involved?

• Determine the goal: What do you want to communicate? Why does the story matter? Who is it for? How should people feel when watching it?

• Determine the story arc: What is the conflict? Why do they care? What is the resolution? How do they get there?

• Determine the setting: Where are they? What’s the significance? When is it happening? What is there?

Next, determine the structure of the documentary. Will it be one long video? Will it be broken down into a limited series? Will it be an ongoing series? Something else? Think about what mediums you might use.

Finally, create a storyboard to lay the story out and make sure everything makes sense, then write your script.

Production

Now that the creative planning is done, it’s time for the logistical planning. You’ll need to determine your budget. Decide whether to hire an production agency like Lakeshore Visuals or create it in-house. You’ll need to create a timeline for filming and editing as well as coordinate for interviews and establish shooting locations. There is a lot to consider like internal and external lighting, time of day, background noise, legal requirements, access to electricity, weather considerations and more.

Throughout the process, be prepared for challenges. There will be scheduling conflicts, creative differences, technical issues and more. Make sure to maintain open and regular communications with your team and keep your focus on the central message… and as with anything, be will to adapt when necessary.

Get Started!

The world has gotten complex since those first stories enthralled our ancestors around the evening fire, but stories still resonate with us deeply. The world is full of content and it’s growing by the minute. You can harness the power of storytelling to rise above the noise and connect deeply with your audience through a branded documentary. You can showcase your organization’s identity, values and mission in a way to will resonate with your audience and build trust while positioning you as a thought leader in your field.

If you’re ready to explore what a branded documentary might look like for your organization, drop us a line at info@lakeshorevisuals.com or schedule a free consultation. We would love to help you uncover your brand’s unique story and bring it to life with the power of video!