When it comes to marketing campaigns, video is the unrivaled king of content. In particular, animated video content is taking center stage with its dynamic, engaging, and limitless capabilities. However, to truly capitalize on this tool, you need a comprehensive and clear brief for your chosen animation agency. If you're unsure where to start, you're in the right place. Here's a step-by-step guide on how to effectively brief an animated video agency for your next marketing campaign.
Understand Your Brand
The first step in preparing your brief is to have a thorough understanding of your brand. Your brand's personality, values, and messaging should be reflected in every aspect of the animated video. This will help the animation team to produce content that is both consistent with your brand identity and resonates with your target audience.
Remember, your brand isn't just your logo or color scheme - it's your company's ethos, voice, and overall personality. Be sure to communicate this effectively to your animation agency.
Define Your Objective
The next step is to clearly define the objectives of your animated video. Do you want to raise brand awareness, launch a new product, or perhaps educate your audience about a complex topic? The purpose of the video will influence its style, tone, and content, so make sure this is clearly outlined in your brief.
Identify Your Target Audience
Your animated video needs to appeal to a specific group - your target audience. Be clear about who they are in terms of demographics, interests, and behaviors. Your animation style, language, and content should all be tailored to them. A deep understanding of your audience will not only guide the agency's creative process but also ensure the final product resonates with your intended viewers.
Define the Tone and Style
What tone and style should the video convey? Should it be humorous, inspirational, educational, or something else entirely? Do you want a 2D flat design, 3D graphics, whiteboard animation, or a mixed-media approach? The style and tone will impact how your message is perceived, so be sure to define this in your brief.
Detail Your Message
Now that you've outlined your objective, audience, tone, and style, it's time to distill your message. What key points should the video address? Are there specific call-to-actions you want to include? Strive for clarity and simplicity in your messaging. Remember, less is often more in animation; the strength lies in its ability to convey complex ideas succinctly and engagingly.
Specify Your Budget and Timeline
Every project has a budget and a deadline. It's crucial to communicate your financial and time constraints upfront. This helps the agency plan their work accordingly and set realistic expectations. It also allows the agency to offer suggestions and alternatives if your budget doesn't match your ambitions.
Provide Examples
Lastly, providing examples of videos you like can be incredibly useful. This gives the agency a tangible understanding of your preferences and expectations. Just make sure to clarify what specifically you like about each example to prevent any misinterpretation.
Final Thoughts
Remember, the success of your animated video hinges heavily on the quality of your brief. Take the time to communicate your needs effectively. In return, you'll be rewarded with an animated video that not only aligns with your vision but also captivates your audience and drives your marketing objectives. By following this guide, you'll be well on your way to creating a compelling brief that sets your animated video up for success.
