Creating great video branding begins with examining the whole picture. You need to have a firm grasp on the message you want to convey, who you want to receive it, and how you want to get it to them. To get started, follow these three “commandments” of pairing your brand with video.
First, take a look at your company culture. Is it fun and irreverent? Is it corporate and formal? Somewhere in between? Understanding your brand’s culture and how you’d like your audience to perceive it are critical to choosing techniques that work for your marketing videos.
For example, here at Gate6, we are techies and creatives who love what they do and have fun doing it. Fun and humor is an important part of our brand, and we want this reflected in the videos we produce for our own audience. When we concept a video, we always ask the question, “Is this us?”
Know Thy Audience
Next, take a look at the audience you are trying to reach. Determine if they are business partners or consumers and what they will be receptive to. Do they have preconceived ideas about your brand? If so, should those ideas be reinforced or changed? Knowing whom you’re creating your online video marketing for will tell you a lot about how it should fit in your larger marketing strategy.
Know Thy Opportunities
From there, get creative! Think outside the box, monitor what your competitors are doing, and even look around online for reference (but, no copying – be original!). Find interesting aspects of your culture and your relationship with your audience, and then use video to reach out. And don’t forget to provide relevant context and supporting content where the video is posted, and include a call-to-action (CTA), if appropriate.
To drive awareness when you post a new online video, use tactics like social media and email marketing and ask your fans to share. Entertaining marketing videos can be very helpful in creating brand advocates.
Whatever your organization’s culture looks like, pairing your brand with video is a great way to open new avenues for connecting with your audience, prospects, and customers.