Video branding essencial to business
Video Branding and brand recognition are essential business elements that many of us observe and understand, but have trouble defining. For example, we know that Nike is associated with its iconic swoosh, and its brand brings to mind sports, activity, gusto and the just-do-it philosophy. But how do we define your business and its reputation? Let’s start with the basics.
What’s In a Name?
Entreprenuer.com defines branding as “your promise to your customers. It tells them what they can expect from your products and services, and it differentiates your offerings from your competitors. Your brand is derived from who you are, who you want to be and who people perceive you to be.”
So, basically it’s the expression of your company’s story, mission statement, and what your organization, product or service promises. It tells the world, and your target customers, what your company is and is not.
With Video Branding Reputation is Everything
Maybe your business has accumulated less-than-stellar feedback on Yelp lately or, over the years, you’ve moved away from your original mission. One of the greatest mistakes that companies make is not remaining true to themselves and their brand. If your reputation has gotten away from you, or desperately needs some bolstering, a conscious focus on video branding can increase sales and customer goodwill.
Telling Your Story
Once you’ve made the decision to use video branding, the platform on which you deliver your story and standards can drastically impact how the market responds to your makeover. Americans spend about an hour and 16 minutes watching videos on laptops, tablets, and phones each day, according to eMarketer, so video is an effective way to target a large percentage of your audience and create a compelling, personal message your customers can relate to.
What Are You Saying?
In the article Effective Branding Through Video Content Marketing, Business 2 Community discusses the profound impact that video has on today’s tech-savvy consumers.
“What your audience actually sees and hears creates a more compelling perception in their minds. Unlike what they only read,” the article said. “Furthermore, people are most likely to connect with real people showing real or perceived-to-be-real emotions. That is why rich content like videos and images are staggeringly becoming a favorite content snack of many netizens. It is engaging the audience by creating an emotional connection.”
What Should Go in the Video?
Using video is a great way to rebrand, but without certain key elements, your video can fall short, or worse, tell the wrong story and cause even more damage to your already ailing reputation. To ensure that your video is effective, make sure it’s interesting and entertaining. Consider hiring a professional writer, or production company to create a script and shoot the video. Also, watch your competitors’ videos to see what the market responds to.
Additionally, make sure your video engages your brand’s “voice.” If you pride yourself on a laid back company culture, then a high-brow, high-concept video isn’t going to accurately capture your brand. Allow professionals to help craft and execute your video, but keep an eye and ear on what’s being said. It’s your video, so make sure your company’s voice is heard.
Make Customers Feel Something
Keeping customers engaged long enough to tell your story is a growing concern as countless videos flood the market. But if you can connect with them and evoke a reaction, they will remember your brand and the feelings you created.