"When we talk about a company’s brand, people’s minds usually jump immediately to that company’s logo. No argument there: A logo is a vital element of how you communicate your brand. A logo is the visual representation of who and what you are. But your logo is just the beginning of your brand...[it's] one-way communications. You are showing or telling, but your audience is not actually experiencing your brand."
Recently, I've been having more discussions with filmmakers about the value of understanding and expressing their brand. While they have thought about their brand in terms of their company name or the type of films they make, few seem to have thought consciously about the experience their audiences have with their brand. This has been less of an issue in the past as most filmmakers have had limited experience interacting with the viewers of their films. However, today, there are so many ways for audiences to interact with filmmakers and their products. I know it's a bit of a weird idea, but given how much effort filmmakers put into creating the best viewing experience of their films, why not take it one step further and design a an informative, engaging, enlightenting and delightful experience of their brand.
Can audiences easily find your work? Can they share trailers with their friends? Can they easily hold screening parties? Can they see your research or development process? Can they contribute to it? Can they see what you are working on next?
Now that there are more and more ways for audiences to interact with the makers of their favourite films, filmmakers have a great opportunity to shape that experience in ways that reflect who they are, why they make films and why audiences should come back for more.
Via Gregg Morris