“Vision is the art of seeing what is invisible to others.”
Jonathan Swift
Most brands dive into their video projects and then wonder why they can become so expensive, take longer than expected and ultimately under perform. The answer is usually because they had no project vision for their video project.
A vision for your video lays out how you see the future of your video project. Of course it is highly ambitious by its very nature and in reality you may never achieve it. This does not take away from the critical importance of having a meaningful vision for your video project.
What Does Your Project Vision Look like?
Naturally your vision for your video project should be aligned with your brands vision. A vision is a way for you to reflect the human side of your brand. Your vision shows your audience
What values you stand for
What exactly you do
Why you do it
Where are you going in the future
A brand vision statement is easily stated for example IKEA: “Our vision is to create a better everyday life for many people”, but it is usually difficult to achieve. It does however become a guide to how your video project should evolve.
How Does A Vision Help?
The vision in effect becomes a guide for practical goals and plans. This is where it becomes critical to the success of your video project. A well thought out vision for your video project will help you create a better plan for your video project. It will help you understand what it is you are trying to do with your video and how you will do it
Why A Vision Is Only A Starting Point
“The vision must be followed by the venture. It is not enough to stare up the steps – we must step up the stairs.”
Vance Havner
I know it can be hard to get the right vision for your video project, one that is properly aligned with your brand vision. This however is only the starting point you need to use this vision of how you see the future to drive your video project. You need to create a video project plan that clearly states the goals you are trying to achieve. During the project implementation you need to constantly check your progress against your original vision for how the final video will look and the audience impact it will have.