Although video is often seen as a marketing channel, it’s also the perfect medium for establishing your brand identity. Keep reading to learn how video will help you build your company’s brand.
Incorporate video early
Don’t wait until the end of your branding activities to figure out how to translate printed branding assets into video. Always be thinking of video when you’re developing your brand. For example, if you want customers to think of your brand as eco-conscious consider how that will translate into video. Don’t get caught up in details about whether your video idea is feasible; the running list simply helps you to flex your creativity.
Capture where your brand meets your target market
Branding includes defining a mission and vision for your company and working through exercises to define your brand. You should also have market research to learn more about your target audience to identify their wants and needs.
Once you have both, you can brainstorm where your brand meets your audience’s desires. If your audience wants to do or experience something, or is motivated by a particular feeling, connect it to your brand. For example, create video that illustrates how your product intersects with your audience’s passion for travel or desire to try new experiences.
Solicit input
While you may have a dedicated marketing team, they aren’t the only ones with ideas about your brand. Everyone from stockroom employees to C-suite executives feels some way about the company’s brand and can offer valuable input. They likely have fresh ideas for how they’d like to see the brand represented in video.
Your video production team is also an excellent resource for feedback. While you know your product the best, the video team has worked on many similar projects and can share their expertise. They also offer a fresh perspective because they are less familiar with your company and brand.
Demonstrate your brand’s value
Video is an ideal medium for demonstrating how your brand’s product or service changed someone’s life for the better. Video also allows you to connect to the viewer emotionally. Stories about how your company made someone’s life easier or offered peace of mind will inspire your audience to feel positively about your brand.
Video not only lets you connect emotionally with viewers; it also helps you establish credibility. If you want customers to think of your brand as an expert or leader in your field, video will help. Filming how-tos, tutorials and answers to FAQs will show customers how solving problems drives your brand. Just because these videos are informative doesn’t mean they need to be dry; these videos can still be entertaining and funny.
Build a video strategy
One video can’t capture your entire brand identity. Instead, create a video strategy that informs how your brand is represented in your video marketing. The aspects that inform how your brand is represented in other media – social, print, etc. – should also be included in your video strategy. Building a consistent video library will give you a strong resource for the audiovisual representation of your brand.
For help building you brand identity through video, contact Spin Creative. Say hello today!
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
