Branding for films

What is film branding?

Film branding consists of developing a brand strategy for film productions. This strategy sets the communication tone for the film, defines its graphic identity and provides all the visual resources necessary for both external communications and internal narratives. In short, branding for cinema is essential to convey a coherent and attractive image of the film both to the public and to those involved in its making.

Why does a film need a branding plan?

Consistency between what is presented to the public prior to the release of a film and what is finally shown on the screen is crucial. There is nothing more uncomfortable than buying a product and receiving something different from what was promised in the image. Even if the product performs its purpose, if it does not meet our expectations, it leaves a negative impression. In the cinematographic field, this often happens: the promotional poster, the logo that appears on the film, the credits and even the props can vary and cause confusion among the public. Maintaining a coherent image is essential to ensure a satisfying experience for both viewers and those involved in the production.

With a branding plan, all the graphic and communicative elements of the film can be coordinated according to its stage:

• Pre-production: temporary poster and logo, Pitch Book and Book sale.
• Production: graphic design of Props suitable for the visual style of the film (documents, products, books, posters, decorative space graphics).
• Postproduction: graphic identifier (logo), initial and final credit sequences, banners or lower thirds.
• Distribution: Festival circuit poster, poster for launch to the general public, advertising campaigns, web design and social media campaigns.

When to start a branding plan for my film?

Starting a branding plan for your film is relevant at any stage of filmmaking. However, there are three key moments when it's especially important to consider it and reframe ideas:

1. Pre-production: In this phase, the objective is to sell the idea even before having a specific film. Strategies and communications should focus on attracting investors, obtaining places in writing labs to improve the script, and managing resources through contests. This entire plan must reflect coherence between what is being communicated (pitch, script, letters) and what is being viewed (pitch book, sales book, provisional identity). Thus, those who receive the information will receive an indirect message of formality and commitment.
2. Postproduction: After days of shooting and the end of the edition, the times to make credits, show the name of the film and identify moments or places through captions are known. These internal elements of the film can support the narrative or meet legal requirements. In addition, it is time to plan how to present this new product in the world of festivals and how to start its journey in these specialized rooms.‍
3. Marketing and final distribution: When we are ready to premiere in theatres or digital platforms, we evaluate the criticism received at festivals and define the audience we want to reach. This is the starting point for establishing a new communication strategy that motivates the public to attend theatres or purchase our cinematographic product in digital media.