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September 20, 2023
As a creative brand it is so important that everything you are putting out there is intentional, displays your work to its truest potential and is aligned with your brand. But what is also needed is for it to tell a story. Long gone are the days where we can just put pretty pictures out there for the sake of it. Your dream clients want to feel the emotion from your brand, they want to feel the heart of it and they want the images or video to feel like they are telling a story.
In this post I am going to talk you through my process of creating storytelling content and provide insight into how you can too.
As I've said, long gone are the days of just putting pretty pictures out there. So the first thing you need to do when you know you need to create content for your creative brand, is to think about the intention behind these images and/or film clips. Why are you creating them? What do you want the audience to feel upon seeing them? What is your long term goal for these images/video? How are they going to align with your brand and your dream clients?
The intention behind them will take them from a set of meaningful imagery to a set of heartfelt photos with longevity. So have a think about all of these things, working out what kind of story you can create to showcase these intentions and goals. Plan it all out fully, always considering your brand style and values and research the type of imagery and/or video that you would like to create.
To make the most out of your content, I would suggest batching it and having a professional shoot for the best possible outcome for a luxury brand. Whilst some iPhone photography and videos can work to create fillers for social media, you need to balance this with an elevated style that aligns with your brand. So once you know your intention for the content, carve out a whole day for the shoot and start the design stage.
When designing for a content shoot for your brand it must be extremely purposeful. Go back to that intention and the story you want to create, and write a few words to describe it and your vision. This can be added to a full design brief or you want to keep it simple, you can create a - or a series of - moodboard/s. Ensure all the images you choose will portray that vision and story and that they will give a clear idea to the photographer and/or videographer of what you are looking to achieve.
Probably the best part! You have set your intention for the shoot and you know the story you want to tell to your audience, so let's be really purposeful with the art direction of the day. When you are creating content to tell a story, really think about all of the details that will add up to tell it. The mood, the lighting, the speed of video, the angles of photographs, the emotions on faces (if people are involved) and the pieces of decor you are using. If you are styling products, then what is the story behind those products, their purpose, setting of how they are used and what props can you add to tell this. Ideally you want to end up with a batch of images that work together to tell the story, or a short film clip that does this.
You do not want to be creating content all the time, both for financial and timing reasons, so make the most out of your day and the scenes you create. Also be really intentional with the vendors you choose to work with and if their style works for your brand.
Once you have all your beautiful imagery back you can continue the storytelling. Beautiful pictures and videos need words. Take your audience through a journey and build a narrative behind your social media posts. Communicate the essence of your brand and its products or services and go beyond simply promoting them. Tell the story you had in your head when you designed the shoot and build up a lasting impression that leaves your audience wanting more.
Building a personal brand through storytelling in your content creation can be the difference you need to bring in those dream clients who you really want to work with. The ones who are a delight to work with, they get you and your personality, share values and provide you with work that elevates your portfolio.
And remember, creating content should be fun! It's part of the creative process and it's an insight into you and your ability. So yes, it should be planned out and thought through, but also allow your mind to be a little spontaneous to what does and doesn't work on the shoot day, but also as you share your content. I know that your audience will love being taken on the storytelling journey through the content that you are creating.
I hope that this has helped you have a think about how you can tell stories through your content creation. Get in touch here if you want to find out about working with me to create content for your creative brand.
Amy x
