If you’re looking for a way to engage your audience and make them believe in you, a brand video could be just what you need.
A brand video is a short, 2–4-minute video that tells the story of who you are and what you stand for. It’s designed to create an emotional connection with your audience, helping them see you as their trusted expert. Unlike other marketing videos, a brand video focuses on your values, personality, and mission rather than specific products or services.
Brand videos can also offer these additional benefits:
- They help you build trust more quickly with potential customers which reduces the time it takes for them to decide to work with you.
- They provide content you can use for years, saving you time to create new content daily.
So, how do you create a great brand video?
Understand Your Brand and Your Audience
First, research your target audience. Understand their needs, challenges, and the language they use to describe their situation. This understanding will help you craft a story that resonates with them.
Next, identify what makes you unique and why people trust you. Avoid relying on family and friends for this insight, as their responses may be biased. Instead, ask your best clients what they appreciate most about working with you and look for common themes in their feedback to understand your strengths.
Now identify your why. Many businesses become lost in the “what” and “how” of their operations, but understanding why they do what they do creates clarity and focus and makes their brand story far more interesting. Simon Sinek’s famous “Golden Circle” delves into the “whys” in much more detail.
Finally, identify where your story intersects with what your audience needs to feel. This will help you select stories that create an emotional connection and demonstrate your understanding and concern for your audience’s challenges.
Craft Your Story
When creating your brand video, you’ll need to choose between two types of stories:
- Overcome Story: Describe a challenge similar to what your audience faces, how you overcame it, and how you now help others do the same.
- Old Normal: Describe life before the challenge.
- Something Happens: Explain the turning point.
- New Normal: Show how you overcame the challenge.
- Mission: Pivot to how you now assist others in overcoming similar challenges.
- Passion Story: Share up to three shorter stories illustrating your values and mission, even if your background doesn’t directly mirror your audience’s experiences.
- A childhood anecdote, such as creating a mini-school and charging 25 pence to teach younger children.
- Your corporate experience and the transition to entrepreneurship.
- Realising your ability to help others build emotional connections through brand videos.
Focus on details that resonate with your audience. Remember, your brand video isn’t about sharing your favourite stories about yourself but about creating emotional connections. Ask yourself, “Will this story make my audience feel that I truly understand and care about them?”
Tips to Amplify Your Brand Video
Once your brand video is ready, utilise it in various ways to maximise its impact:
- Pin it to the top of your social media profiles.
- Include it in your email signature.
- Feature it prominently on your website’s homepage and “About Us” page.
- Add it to your email welcome sequence for new subscribers.
- Use it in direct message automation when someone follows you on social media.
- Place it strategically on sales pages, especially in the “About the Company” section.
Remember, the goal is for people to view your brand video as soon as they connect with you or your business. These tips will help you create brand videos that resonate with your audience effectively.
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