Wednesday, July 4, 2012

Using Expert Videos to Build Your Brand

 by Vince Rogers

You’ve reached the pinnacle of your profession. Now you want to continue building your brand by sharing your expertise on the “big screen”. Okay maybe we’ll start with computer monitors and "smartphones" and work our way up to the big screen later. Lights; Cameras; Action! – you’re ready to make a professionally produced expert video.

I was recently called upon to do just that, by filming a “Business Success” video series for Although the experience was personally and professionally rewarding, it was certainly no “walk in the park”. Many elements go into making a high quality video that presents your brand in the best light. You must select the right topic for your audience, refine your content for effective presentation and also choose the right location in order to produce a high quality finished product. Most importantly, you must work with a highly experienced, technically proficient, and creatively perceptive filmmaker. 

The filmmaker for my project certainly fit the bill. Atlanta filmmaker Edward Castner has 20+ years of experience in all aspects of film production camera work and film editing. Some of his previous projects include work for the Discovery Channel, National Geographic Channel, BBC ITN and the National Gallery of Art. He also spent three weeks in New Orleans covering the aftermath of Hurricane Katrina. Even before the actual video shoot took place, Ed was instrumental in advising me to create visual aids that would enhance my oral presentation. According to Ed, “Most people fail to realize how important strong visuals are to the effectiveness of a good video.”

The actual “filmic” elements of the video are not the only details you must pay attention to. When making an “expert” video, your appearance and presentation are still the most essential elements.  You should pay close attention to the following personal details:

1)      Wear attire that is well suited to your level of expertise

2)      Make sure that your voice and language are tailored to your audience

3)      Limit the length of your video to the minimum time needed to explain the topic

4)      Try to be aware of your facial expressions, posture and body language

Even with Ed’s patience and professionalism, I still found the experience of making my first videos much harder than I anticipated. Getting used to the camera as your only audience is a challenge to say the least. Getting used to the penetrating hot lights burning right through you is another matter altogether. It would have been almost impossible to manage this process without the help of a seasoned professional filmmaker. 

If you would like to contact Ed Castner to capture your brand and expertise on film you may contact him at

To view the finished product of our video shoot visit  

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