Using video as the vehicle to tell your brand's story

By Hannah Sheffield IMI Marketing Coordinator

It's common knowledge that video has taken over the internet. Everyone is either watching video or making it. Companies using video enjoy 41% more web traffic from search than non-users (Aberdeen). With statistics like that, how could your business not want to utilize video?

The question, then, is what type of video do you produce that has a longer shelf life and still serves a purpose for your brand? The solution is a brand identifying video. Something that describes your brand in a short amount of time. What elements should you consider when developing the concept for your brand's video? Here's one example of a brand identity video from Cole Haan.

Here are our top pro tips to creating a video to enhance your brand:

Have a strong, captivating lead-in. This video starts off with soft music and then gradually begins to show the subject. The voice-over starts, and the story begins. Rather than jumping right into the story, viewers are able to understand the tone of the video and the brand’s voice.

Lay out your company's values and thought process. Let your consumers know how you see your brand. In the CMO of Cole Haan’s first sentence, David Maddocks says what he appreciates about what a brand values.  Later on in the video, Maddocks says, “We really don’t consider ourselves a part of a particular industry. We think about ourselves as being a part of a culture.” This statement positions the brand as an essential part of a society’s nature, rather than just another company to be overlooked.

Integrate your company's history to outline its future. Maddocks gives a brief history and talks about how the brand is evolving to accommodate for what its consumers value. Maddocks outlines the future for Cole Haan by describing how the company culture is being built around the company’s convictions.

Talk about what your audience desires and how your brand intersects with those wants and needs. What sets this video apart from other branding videos? David Maddocks recognizes what Cole Haan’s target audience doesn’t care about. Maddocks knows the desires of his target audience (knowing how a brand is relevant to them). He acknowledges that Cole Haan’s target audience calls the shots, and that the brand is there to complement these people as they evolve.

 

To begin the process of creating a branding video you have to ask yourself: How does my brand intersect with my target audience's values? Know your personas and know them cold. In order to make a video that appeals emotionally and logically to your audience, you need to know what that audience values.

If you have any insight you’d like to share about branding video formats please share with me in the comments below!