Brand videos are a recent phenomenon that has taken the business world by storm. Businesses now want to challenge traditional norms and go beyond the usual noise of advertising to tell powerful stories that resonate with people worldwide. The great thing about brand videos is that anyone can use them. You don’t need a creative genius to create engaging content. You just need to have a clear direction, a straightforward story, and some fantastic images, and you’re set to make waves in your chosen market.
74% of marketers say that videos are more effective at generating leads and gaining trust than blog posts.
But using video to generate more leads for your business requires more than just publishing videos. You have to create engaging videos that encourage people to press play and continue watching from beginning to end.
Let’s dig into the depth.
What is a Brand Video?
A brand video is a great way to build awareness, entertain, educate, or inspire an audience towards action. Unlike traditional ads, branded videos focus less on hard-core selling and more on humanizing a brand through emotionally-driven content and storytelling. And they can capture the attention of new customers by showcasing a brand’s capabilities and offerings in a more engaging, less sales-driven approach.
Brand Video Types
As you can see, brand videos are a necessity for a branding strategy today. But there are so many video types; which of them to choose for a brand video? Here is a list of the video types that can perfectly suit your branding strategy.
Product videos are videos that present your product. You can choose various concepts: a detailed product review or a brief yet picturesque overview. Anyway, the main character of such a video will be your product, and it should be a story rather than a basic advertisement. And if it is not obvious to everyone how to use your product, you can also explain it in detail in a product video.
Informative videos can contain valuable information from your sphere or other areas related to your business. In addition, such videos can help you present yourself as an expert in your field. Thus, you can benefit from this content type in two ways: first, you can share your knowledge with your audience so that people feel that they are getting value from your content. And second, you can gain your audience’s trust by showing that you are a professional.
Video Messages from the Founder or CEO
Messages from the brand founder or CEO can help you convey your brand’s ideas and positioning to the audience. Moreover, such videos can help people feel closer to your brand and feel like the founder or CEO is their friend.
Another interesting option is a message from employees. It can be a “thank you” video, an overview of some business processes, or just a team presentation. An advantage of the message from employees is that it can promote your company not only to potential customers but also to potential employees.
Video reviews from your existing customers are worth including in your branding strategy as they can contribute in several ways. First, testimonials can help you gain the trust of your target audience as people are more likely to consider the experience and opinions of other people. Also, such content can be helpful for your potential customers; this way, they will be able to evaluate your product with the feedback of your existing customers. One more advantage of video reviews is they can make your brand more visible online to people looking for product reviews.
Branding Strategy Elements
Branding strategy basically consists of the positions we discussed in the previous section. The tone of voice you use to express these positions and the visual elements used to display your points of view also contributes to your brand’s image. Now we will take a closer look at each of the branding strategy elements.
· Knowing your target audience is essential. You need to have a clear portrait of your “ideal customer” to understand their values and interests, what words they use to communicate, and other details that can help you contact potential customers as a friend, not just as a business owner.
· The tone of voice should suit your target audience. First, you need to analyze the way your target audience speaks. Then, you can decide whether you will talk to people as a friend, as an expert, or as a potential business partner. With these two parameters in mind, you can develop your unique tone of voice.
· The corporate colors and fonts you use also affect the customer’s perception. This is the first visual element to consider, and its importance cannot be underestimated. Colors and fonts should match the entire conception and highlight your business identity but not overload your business’ image.
· Graphics are an indispensable tool in your branding strategy. Images you use will determine your brand’s style from the audience’s perspective. Therefore, they should all be designed in one style, and each of the images should have its own objective.
· Branding videos today are even more important than graphics. You can use videos for almost all purposes, adding them to posts along with illustrations or even replacing them. Moreover, video is the most versatile tool as it combines all other elements in one: tone of voice, colors, fonts, and graphics
Why Your Business Needs a Brand Video
Increased relatability & Trust
Nothing helps your audience (read: potential customers) identify and relate to your business than a solid brand video. A video puts a face to a name and allows an audience to see the genuine nature of your business and offers. People like buying from people. If they have confidence in you, that hugely increases their likelihood to buy from you.
Reach more potential customers through social
Video is one of the top shared pieces of content on social media. If your video is relevant to your audience and resonates with them, they will share it with others who they think it will be useful for or to elicit a similar reaction. This allows your message to engage more potential customers. Such organic targeting of individuals means your content will naturally reach the right people if it’s effective in its messaging.
Convey more information in less time (and more than just information)
Video is a more passive experience than reading text, it’s much easier for the audience to become immersed in what you’re conveying to them. This results in not only more information being conveyed but an emotional quality that’s near impossible to match in the written word.
Google loves video
Google is designed to get the most relevant information to the user, the more informative Google deems the information or content, the more likely it is going to put it further up the user’s search results. Also, Google owns YouTube – the second largest search engine globally, and since this acquisition, Google algorithms heavily favor video content over text-based.
Top Tips for Creating Branding Videos
After you have decided on your branding strategy and developed a content plan, it is time to create video content. We have listed some ideas and tools for you to make this task simple and beginner-friendly.
1 Write a Script
A memorable video starts from the script. You should write down all the details of your future clip, what you will be saying and what you will be doing minute by minute. It is important to avoid pauses and unnecessary information. A great script will help make a great video, keeping it short, informative, and dynamic.
2 Tell a Story
Most of all, people love stories. So start by creating a corporate or personal story to film. It can be a story of your company, your industry, or even a story of a particular person. You can go further and create a story of a product or one of your customers. The main point is – to make the story exciting for the viewers, and you will be limited only by your creativity.
3 Prepare Your Equipment
Though you don’t need to be a professional videographer with professional gear to film a video, you still need some of the equipment. As for a camera, most modern smartphones are equipped with cameras good enough to shoot videos for your blog. However, it would be better to consider buying an external microphone; remember that the sound matters as much as the image. One more essential point is lighting. You can shoot outside or use natural sources of light such as videos if you are filming inside. But if your location is not lit sufficiently, you will probably need professional lights.
4 Decide on the Location
The location can be one of the characteristics of your video; you can say a lot about the subject with no words. For example, you can choose an office or factory to film a brand founder, CEO, or employee. On the other hand, a domestic environment or an outdoor location could suit you better for a video testimonial. Therefore, choose the location based on the subject and the goal of your video.
5 Remember Your Visual Branding Elements
As we have already mentioned, a significant advantage of video content is that it can display all your branding strategy elements. For example, at the stage of the script, you should consider the tone of voice. While filming, consider your corporate colors. And at the editing stage, you can add visual elements such as your logo and graphics.
6 Post Your Video
Last but not least, posting your video is as essential as creating it. First, you need to post regularly so that the search engine algorithms rank your content higher. Another vital point is the video’s metadata: the title, description, and tags need to contain keywords so that your videos are optimized for search engines. This way, you can make your branded content visible online and attract a new audience.
Prabisha Consulting, The Easy Way to Make Brand Videos
Don’t have the time, resources, or technical knowledge to film, edit, and produce high-quality videos within your company? Don’t obsess.
At Prabisha Consulting, we can handle the heavy lifting for you! So feel free to get in touch with us today to discuss your brand (or other) video needs.