Did you know ‘76% of clients have bought a product or service after viewing a brand video?’
–Brightcove’s 2018 Video Marketing Survey
As you know, you create a brand video to help introduce your brand. They help you connect with your customers at an emotional level. These videos create awareness, shine a light on your brand personality (serious, quirky, fun), create a sense of authenticity, and fosters a deeper connection between your business and your target audience. You create a brand video or rather use it to humanize your business. Because people want to interact, engage & collaborate with people – not machines.
Creating Brand Videos is all about storytelling. And communicating what you stand for & in some cases tells the story of why you exist. Which is why it exists as a critical part of 5 critical videos your business absolutely needs.
Image source: Photo by Eva Bronzini on Pexels
A) Create a brand video to introduce your business to prospective customers.
B) Corporate videos tend to talk about the business as a whole rather than dive into specific products; save your explainer videos for detailed product pitches
C) The trick to create a brand video that resonates with your audience is to first self introspect & clarify your brands values & purpose.
D) Regularly monitor viewer engagement and feedback to refine and improve your brand storytelling videos over time.
You’ve probably found this blog post because you’re interested to create a brand video for your business and want to learn how to make it as successful as possible. Well, we’ve got you covered.
All videos, from product videos, explainer videos & even social media videos that tell the story for a brand are often clubbed as brand videos. However, for the sake of this article, we refer to a profile video for a brand as brand videos. These are videos that communicate what your brand stands for, highlights benefits of aligning with the brand or even community initiatives that underline the values of the brand.
Whether you’re B2B, B2C, or a nonprofit, we hope these guidelines to create a brand video — pulled straight from our own experience & research — give you confidence to create exceptional brand videos for your business. And to get you started, at the end of the article, we have shared some thought provoking brand videos to inspire you to start creating your very own brand video.
When creating brand storytelling videos, it’s important to follow certain best practices to effectively communicate your brand’s narrative and connect with your audience on a deeper level.
Here are some key guidelines to keep in mind when you create a brand video.
Before you jump in to create a brand video for your business, clarify your brand’s unique story, including its origins, values, mission, and vision. Identify the key elements that differentiate your brand and make it compelling. This foundation will serve as the backbone of your storytelling videos.
Gain a deep understanding of your target audience’s demographics, interests, and values. Tailor your brand storytelling videos to resonate with their emotions, aspirations, and needs. Craft narratives that align with their desires and create a sense of connection.
As you create a brand video, build a structured narrative arc that captures attention, builds tension, and resolves with a satisfying conclusion. Establish a clear beginning, middle, and end. Use storytelling techniques like character development, conflict, and resolution to engage viewers.
Infuse your brand storytelling videos with emotions that resonate with your audience. Tap into universal emotions such as joy, empathy, or inspiration. Communicate your brand’s values through relatable characters, situations, or visuals.
Authenticity is crucial in brand storytelling. Be genuine in your messaging and avoid coming across as overly promotional. Create a narrative that reflects your brand’s true identity and resonates with the beliefs and aspirations of your audience.
Visuals play a significant role in brand storytelling videos. Use high-quality imagery, video footage, animations, or graphics that align with your brand’s aesthetics and evoke the desired emotions. Visuals should enhance and support the narrative.
A key part to create a brand video for your business is developing a script that effectively communicates your brand’s story. Use powerful language, engaging dialogue, and storytelling techniques to captivate viewers. Keep the script concise and focused while conveying the core message and values of your brand.
Ensure that your brand’s visual identity, including logos, colors, and typography, is consistently represented throughout the video. This reinforces brand recognition and aligns the storytelling video with your overall brand image.
Select a fitting soundtrack or background music that enhances the mood and emotion of your brand storytelling video. The right music can evoke powerful feelings and create a lasting impression.
End your brand storytelling video with a clear and compelling call to action that prompts viewers to engage further with your brand. Encourage them to visit your website, follow your social media accounts, or make a purchase. The CTA should align with the narrative and provide a natural next step for viewers.
Regularly monitor viewer engagement and feedback to refine and improve your brand storytelling videos over time. By following these best practices, you can create impactful and memorable brand storytelling videos that forge a deep connection with your audience, reinforce your brand’s identity, and leave a lasting impression. Of course don’t forget to share these through your social media handles.
Create a brand video to differentiate your business. They allow you to provide an ideal impression for potential clients and succinctly communicate why you matter. A good brand video shows off your personality, it is an expression of your values and a great sales tool as well. Especially when clubbed with a great testimonial video. When done right they compel viewers to engage with your brand at a much deeper level. Often influencing potential customers to make a favorable decision to your benefit.
We found these interesting examples that might be helpful.
Who doesn’t know Netflix. Their mission is to entertain the world. How do they do it? By delivering your next favorite story. Their TV shows and movies make you feel emotions, expand your perspective, and ultimately, bring people closer together—the crux of this great campaign. This brand video conveys the sentiment masterfully, giving you a glimpse of the many worlds you can explore through story.
When you showcase customers in your content, you create a brand story with them. This is a great example of what a user generated brand video can be (though this was created by the company). Polaroid does this well in a mini documentary about the original “Polaroid Queen” Maripol. She tells the story of how Polaroid came into her life, as a Christmas gift no less, and reflects on what it’s meant. It’s a perfect piece of content that celebrates the relationship between the brand and customer—in only 1 minute, 15 seconds.
To make a case for the importance of their work, the New York Times created this great spot. Using real headlines, kinetic text, photos, videos, and the incredibly catchy tune ‘Requests’ by Makaya McCraven, they explain how journalism is infused into everyday life and links us together in important ways.
ETSI’s corporate video uses a combination of animations, narration, stock videos, and their own video content. This example shows us that you don’t necessarily need to interview people on your team for a quality video. Through narration and complementing graphics, ETSI explains their company and what they do.
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