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 really resonate with people all around the world. The great thing about brand videos is that they can be used by anyone. 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.
In this article, we have collected the best tips for you to boost your video branding.
The Importance of the Brand in Promotion
Let’s start with the importance of branding itself. Why should we consider it vital for a business?
Branding is actually about how your customers perceive you. That is why it is essential to make the right impression on your target audience. So how do you do that? Audience analysis and a branding strategy can help.
If you analyze your target audience carefully and create a powerful brand based on this information, you will be able to impress people at first glance. Thus, potential customers can quickly turn into existing ones. That means you can spend less on your advertising campaigns, and they are going to be more successful. But to reach this goal, you need to create a brand identity.
Creating a Brand Identity
When you start establishing a brand, you should define the idea of the brand and its positioning and then bring it to life using various branding strategy elements.
But let’s start with the idea. Why do you need a brand identity? Today, with high competition in most fields, marketing is becoming more aggressive. Thus, people are tired of countless attempts to sell them something. To attract the audience, you have to show that you are not just a seller; you need to have a specific position on some questions related to your sphere and show that you are keen to change the world.
People are more likely to buy from you if they feel that you have the same values as them and that by making a purchase, they can join a community of people who have similar positions and values. Thus, we can say that forming a community around your brand is a part of creating an identity.
In a few words, a brand identity is similar to a human personality. And when you have developed this personality for your business, it is time to think about the specific tools to use in a brand strategy.
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” so that you understand what their values and interests are, what words they use to communicate, and other details that can help you to contact potential customers as a friend, not just 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 are going to 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. 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.
The Role of Videos in Branding
Today, it is impossible to underestimate the importance of videos in marketing and branding campaigns. Videos are the most popular type of content. More than 80% of consumers say that they prefer to watch a video rather than to read a text post and that videos have convinced them to make a purchase.
In terms of branding, we can say that videos are much more memorable than text and static images. They can capture people’s attention and hold it. In addition, videos can deliver information by using text or narration and visual elements. Moreover, videos provide an opportunity to use trending music to make your clips more popular.
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 review of the product 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 from 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.
Educational videos are intended to show how to use your products in usual or unusual ways. For example, you can show some of the projects that customers can make using your product, share some life hacks, and so on. The use of such videos is also valuable as it allows your audience to see you sharing helpful information. Thus, people are more likely to stay with such a brand and return to your content again and again.
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 as if 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 presentation of the team. An advantage of the message from employees is that it can promote your company not only for potential customers but also for 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.
Top Tips on 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 – 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. For a video testimonial, a domestic environment or an outdoor location could suit you better. Therefore, choose the location based on the subject and the goal of your video.
#5 Don’t Neglect Post-Production
After you have shot your video it is time to think about editing, which is essential in video production. Editing can help you remove unnecessary fragments, stabilize the video, add visual and audio effects, and much more. Depending on your brand’s visual style, you can limit yourself to simple edits like cutting and stabilizing or use advanced tools like chroma key and add transitions, stickers, and other effects.
For any of these purposes, you will need a reliable video-editing program. Fortunately, the market offers dozens of options today. If you are a beginner or an amateur, you can choose an online solution like Fastreel Video Editor or Magisto, and if you prefer using complicated professional software, take a look at Adobe Premiere Pro and DaVinci Resolve.
#6 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.
#7 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 metadata of the video: 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.
Though creating high-quality brand videos may seem complicated, you can do it even if you have no experience in creating video content. Analyze your target audience and follow our guidelines on developing your brand identity and your content plan before creating your videos. Be creative!