Building A Brand

Many filmmakers, and more importantly Producers, are quick to rush into many of the decisions that they make. They want more than ever to make sure that their product or movie/show will “get big”, but they’re not willing (or know how) to start from a base and work your way up. Many of the projects suffer because of this, and it’s as simple as taking your time.

But one of the immediate things they can begin doing is to “build their brand”. What does that mean, exactly? Building your brand means that you take a whole lot of time put the EXACT SAME LOGO in people’s faces. You don’t think Coca-Cola got to where it is today because they kept switching logos, do you? No, they stuck with the “dynamic ribbon device” (actual name… Look it up) and the antiquated swirly Coca-Cola font throughout much of their time. But it wasn’t always like that. In fact, much of their beginning was fraught with spelling and design changes that really had no effect on the market. Why? Because they weren’t in a mass marketing kind of world. There really was nothing more than the name that just needed to be recognized. But somewhere in the middle of the 20th century that changed.

Magazines, newspaper, ads on television and in movies, and the role of visual impressions on people lead to their decision. And so, branding was born. Now, I’m not saying that Coke was the first company to employ this methodology. No, in fact, it was probably more the Mom & Pop stores that really got this into people’s heads. Corporate just picked up on it over time.

Which brings us back to nowadays. It’s more about the individual shapes and font than it is for what is around them. Sure, you might recognize the words in a different… Well… Everything. But not unless it’s a household name. And ALL indie productions do not start out as a household name, no matter what you might think.

So, how do you build your brand? It’s simple. Think really, really hard about how you want your brand to be seen. As a good example, I have used the brand logo and trademark poster from Mob on the Run, a web series I produce. The lettering is a staunch, bold-feeling, manly font that screams it’s “packed”. The three men standing in an almost threatening stance show there is power in whatever this thing is that someone is going to watch. And everywhere you find a professional version of this show, you’ll see this font being used. So how could this go wrong?

Again, it’s simple to destroy your brand marketing of a show or movie with an over-saturation of the brand name without using the device you have created for it. By releasing images and promotionals that do not contain the logo that you want people to remember, you’re creating a bad precedent because you’re pulling it away from the brand people are expecting and not finding.

So, the lesson here is quick and painless: If you make a brand, STICK WITH THE BRANDING. You’re going to go much further by doing that, since people will be expecting it.