🎬 10 Things Every Brand Needs Before Shooting a Commercial

A Production-Ready Guide from Manchester Productions

Whether you're a startup founder, marketing director, or business owner prepping for your first big ad — this guide will walk you through the 10 essential things your brand needs before you shoot a commercial.

Skip these, and you risk burning budget on a beautiful video that doesn't convert. Master them, and you'll walk into production with clarity, confidence, and control.

1. Know Your Business Objective

Before you think about locations or actors, ask yourself:
👉 What do I want this commercial to do for my business?

Do you want to:

• Drive sales of a specific product?

• Grow awareness for your brand?

• Launch a new service?

• Capture leads?

Why it matters: The clearer your business goal, the more focused and effective the creative can be.

2. Identify Your Target Audience

Every frame should be tailored to the people you're trying to reach.

🎯 Define:

• Age range

• Income level

• Lifestyle and values

• Where they spend time online

Example: "Working moms aged 28–40 who value convenience, shop organic, and spend time on Instagram and TikTok."

Why it matters: Casting, tone, script, and visuals should all reflect who you’re trying to connect with.

3. Build a Script or Concept Outline

Even a 30-second commercial needs structure. A strong script includes:

• A clear message

• A beginning, middle, and end

• A logical flow from hook → value → call to action

Why it matters: The script is your blueprint. Without it, the shoot risks confusion, reshoots, and wasted time.

4. Define a Strong Call to Action (CTA)

What should your viewer do after watching?

👟 Examples:

• “Visit our website”

• “Book your free consultation”

• “Shop the new collection now”

Why it matters: Commercials should drive action. Without a CTA, you’ve got brand awareness — but no measurable return.

5. Create a Visual Moodboard or Lookbook

A moodboard gives your production team clear direction on:

• Color palette

• Camera style

• Lighting tone

• Energy level

🛠 Tools: Pinterest, Canva, Milanote, or a PDF with screenshots and inspiration.

Why it matters: Don’t assume everyone sees your brand the same way. A visual guide keeps the whole team aligned.

6. Set a Realistic Budget

Don’t wait until shoot day to talk money.

Break down your budget into:

• Creative (scripting, planning)

• Production (crew, equipment, talent)

• Post-production (editing, music, graphics)

Why it matters: Your production partner can scale ideas up or down — but only if they know your ballpark budget from the start.

7. Choose the Right Talent or Spokespeople

Will you be using:

• Professional actors?

• Real customers or team members?

• Voiceover narration?

Also consider diversity, relatability, and legal usage rights.

Why it matters: Casting affects credibility. The right face or voice creates instant trust.

8. Secure Your Locations (and Permits)

Book and lock in your shoot locations early — whether they’re:

• Offices or retail spaces

• Homes or kitchens

• Outdoor scenes or public streets

Don’t forget power access, noise levels, weather, and legal permissions.

Why it matters: The wrong location can kill momentum or delay production. Have backups.

9. Prepare Your Brand Assets

Make sure your production team has everything they need, including:

• Logo files

• Color codes

• Brand fonts

• Taglines or messaging

• Product packaging or props

✅ Upload everything to a shared Google Drive or Dropbox.

Why it matters: These ensure brand consistency and help the editor match your visual identity.

10. Plan for Distribution (Before You Film)

Decide ahead of time:

• Where the commercial will live (YouTube, Instagram, TikTok, OTT, TV)

• What formats are needed (16:9, 1:1, 9:16)

• How long each version should be (15s, 30s, 60s)

Why it matters: Different platforms have different specs. Planning this early means shooting once and delivering many versions — efficiently.

💡 Final Thoughts from Manchester Productions

Pre-production isn’t just prep — it’s the foundation of success.

By getting these 10 pieces locked in early, your commercial will:

• Stay on time and on budget

• Speak clearly to the right people

• Drive real results for your brand

🎥 Ready to Start?

At Manchester Productions, we work with brands across industries to plan and produce commercials that look great and convert.

📩 Contact us for a free pre-production call
📥 Or download our Commercial Prep Guide PDF to get started now