The digital marketplace is a double-edged sword for business startups. It is easy and relatively more affordable to start a business these days, given the freedom and broad reach the digital space provides. But because of these two significant advantages, there is stiff competition in the market. So, how exactly can your business stand out?
Building good quality products and offering excellent customer service is no longer sufficient these days, even for small niche businesses. Branding plays a vital role in helping you reach the target audience. However, branding today is more than just having an eye-catching logo and an equally catchy tagline. It is all about connection and relatability. Consumers are in a search for more than only products to buy; they are looking for a brand that speaks to them on a core level. Simply speaking, they are looking for a brand that connects with them instantly and pays heed to their requirements. In short, consumers always intend to build a relationship with your brand.
One of the best ways to connect with potential consumers and build brand loyalty is brand storytelling through video. A well-crafted 30-second video can help you promote your product while communicating your business ideals, vision, strengths, and selling points in a way that instantly captures people’s attention.
If you are planning to build your brand through video, here are just a few things to keep in mind to help you achieve accurate results with your brand storytelling videos:
Know the Personality of Your Brand
Before you plan out your video content, it is essential to know what kind of personality you would want your brand to portray. Video is multi-faceted as it engages multiple senses, so your brand personality is your north star for all the videos you will be creating. It will help you determine everything – from the visuals you want to use, the tone and pace of your stories to the music you will be using, and even your brand ambassadors.
Decide on the Objectives of Your Videos
Before crafting a video, know which business goal you are serving so that you can effectively build your messaging around it. Each video you create must have a clear objective. This will help you reach more audiences and achieve business goals. Ask yourself questions to help identify your purpose: Do you want to highlight a unique aspect of your business? Are you looking to introduce a new product? Do you want to branch out into a new market?
Choose the Right Video Style
There are quite a few video styles in various modes and tones: educational, explainer, reviews, or sales promotions. Ultimately, choosing the right video style boils down to the objectives of the video and your brand personality.
If you are not quite sure about which video style to go for, seek help from tools available online. It is, after all, an advantage for many startups these days. One such tool you can use is Canva’s Video Maker. Using such online video tools should help you investigate the different kinds of marketing videos out there so that you can decide which style will best serve your brand.
Find Ways to Integrate Your Brand Story Into All Your Videos
Your brand history and personal business mission are crucial facts that you should share with your consumers. Why? Simply because your history is what makes your brand unique and compelling to people. It puts a face on your brand that they can identify with—whether it is highlighting the people who work on your products or telling your brand’s origin story. Create videos that incorporate these stories as they are the kind that connects with people and makes them stick to your brand and products.
Be Consistent with Your Visual Branding
Having consistent visual branding incorporated in your videos is critical not just for aesthetic purposes but also for brand recall. Visual branding consistency allows you to engage your audience in different video styles while remaining on-brand.
Make it Compelling and Worth Watching till the Very End
If you want your branding and unique selling points (USPs) to come across in a single video, you have to make it compelling enough to watch all the way through. One way to ensure that is by telling a complete story with a relatable protagonist with a problem, a goal, and a happy resolution. Another way is by creating an emotional connection — tell a joke, tug at the heartstrings, or keep people guessing. That said, you cannot afford to have your video look like a boring infomercial. For it to work to your advantage, you have to be informative or entertaining, or both. The best videos always have both elements in balance and can leave lasting impressions on your consumers.
Nowadays, to successfully build and develop your brand, you need to find a way to integrate video into your marketing. In a way, it would significantly benefit your brand to focus on this medium and build your campaign around it. Videos, more than any other media, are a great way to engage your consumers. Because they are dynamic, you can easily integrate your brand story into each video, helping your existing and potential consumers internalize what your brand is about. You simply need to think outside the box and create compelling videos that are honest and authentic to your brand, and soon your audience will follow.