Join Roger S.H. Schulman for an in-depth discussion in this video Main character, meet brand persona, part of Storytelling for Business Video.
- It's time to bring your main character to life.…Yes, even before you know your story.…Unlike the process of creating a hero…for a movie, TV show, or book,…you've got a double duty to perform,…because the hero of your business video…is also going to represent your brand persona.…Did you hear that?…I just dropped a little marketing speak on you.…Basically, your brand persona is that set…of relatable human traits and attributes…that represent your brand.…Let's put it this way.…
If your company magically turned into a person,…he or she would be your brand persona.…Sometimes that magic actually happens, but in reverse.…Take Apple, the folks who make the phones.…What qualities and traits come to mind about the company?…How about smart, intuitive, striking,…magical, powerful, dependable?…How about authoritative, geeky?…Certainly not cheap.…If you read about Apple,…you know that the company can be all these things.…
If you own an Apple product,…you know it can be all these things, too.…Now let's think about Steve Jobs,…
AuthorRoger S.H. Schulman
In Storytelling for Business Video, Roger S.H. Schulman shows the tools and techniques authors and screenwriters can use to make any business video clearer, more compelling, and more persuasive. These tips work equally well whether you're trying to sell a product or service or to simply establish brand awareness.
Roger examines the specific steps it takes to build an entertaining and memorable story, first looking at the various intersections between creative storytelling and marketing. Learn how to find the heroes (and maybe even the villains) of your story and use the three-act structure of Hollywood films to communicate the message of your business in a compelling way. Along the way, Roger builds a video script for a fictitious company step-by-step, and shows how storytelling techniques make the final script better in every way.
- Defining your story
- Finding your business story
- Understanding your audience
- Drawing the dramatic arc for your story
- Discovering the moral of your story
- Authoring the "hero" of your business story
- Finding conflict and resolution
- Outlining and drafting the script for your video
Skill Level Beginner
Foundations of Video: The Art of Editingwith Norman Hollyn3h 47m Appropriate for all
1. What Is Story?
2. What's Your Story?
3. Out There in the Dark
4. Creating Your Hero
5. Building Your Story
6. Writing Your Story
- Mark as unwatched
- Mark all as unwatched
Are you sure you want to mark all the videos in this course as unwatched?
This will not affect your course history, your reports, or your certificates of completion for this course.Cancel
Take notes with your new membership!
Type in the entry box, then click Enter to save your note.
1:30Press on any video thumbnail to jump immediately to the timecode shown.
Notes are saved with you account but can also be exported as plain text, MS Word, PDF, Google Doc, or Evernote.