Building brand awareness and recognition are more important now than ever. At the same time, more and more companies are, seemingly overnight, achieving a level of awareness that should take a lot of time and effort to reach.
How are some brands getting widely recognized so fast? How are they establishing a seemingly instant reputation that immediately strikes a chord with potential customers?
They’re using video production to produce content, that’s how. Online audiences are flocking to video and many prefer it to text-based content. With the emergence of viral videos, along with social media and mobile audiences, video has the power to reach an incredible amount of new potential customers.
But you still need to make something memorable. You need to produce something that sticks in people’s minds. That doesn’t simply mean being funny or sad, but evoking those kinds of emotions while still maintaining a consistent brand identity and message.
The goal: After audiences see your video, your brand will be the first thing that pops into their heads when problems and concerns arise, problems that they now know your products or services address.
The video branding basics…
Right from the start, include up-to-date and accurate company information in the video description area. Your company name, other branding info, and a link to your main website, should all be present.
Then, the video itself should, at some point, include your logo, slogan, and any other branding assets. That way, people will know and associate those sights and sounds, and their accompanying emotional effects, with your brand.
From there, as always, you need to deliver meaningful quality content and avoid using video production to simply plug your products or services. Audiences are getting better and better at telling the difference. You need to tell a genuinely compelling story that tells your brand’s story along the way.
People don’t want to feel like they’re being treated strictly as consumers or just another number. They want to feel like they’re being treated like human beings, and that your brand isn’t simply throwing promotional material at them in disguise, but offering them something meaningful.
Lastly, perhaps the biggest reason that video production is so critical to growing brand awareness now, is that it’s the preferred way to receive content among today’s social media and mobile audiences.
Considering the new possibilities in social sharing and mobile commerce, you shouldn’t need to know much more than that to know that you need to start using video production to produce content if you want any chance at reaching modern audiences.
Furthermore, people are far more likely to trust a brand if their friends like or follow it on a social site. If you do a really good job, people can become your brand advocates on these platforms, referencing and recommending you to others, unprompted, which can be incredibly helpful, and cheap!
One more basic tip: If you’re using a video on your company website, display it above the fold, where people don’t have to scroll down to get access to it.
Beyond the basics…
But video doesn’t just let you use the same logos, branding information, and colors in your content, or allow you to reach modern audiences in the method they prefer to be reached.
Video production allows for complete control over the entire brand messaging process, giving you more room to be creative and imaginative than any other medium.
With video, you can use all the powers of sight, sound, and motion, collectively, so that you can truly immerse the audience in your content, maintain their focus, and give them something unforgettable, while also establishing an identity and sending a clear brand message.
The truth is, marketers are just now realizing that video is not just a great way to build brand awareness; it’s the best. It has the power to bring your products and services to life like no other medium, creating a more engaging user experience overall, one that’s hard to forget.
The medium is perfect for creating snackable-size pieces of content that appeal to today’s impatient audiences and entice them to learn more because it’s also the only way to land with a substantial impact in such a short amount of time.
Whether you’re executing a corporate video production to explain who you are, producing a How To video that demonstrates a new product or service, or you’re making a testimonial, the bottom line is, videos give you more creative control and keep people on your site longer, giving you a better chance to raise the level of brand awareness to the point where it ultimately leads to conversions.
Branding with video is not without its challenges.
Video production, like any aspect of marketing, especially those online, is victim to constant changes and trends. You need to keep up and make sure you’re using the latest and greatest in terms of equipment, software, and practices, or you’ll be wasting your time.
While a quality web promo video can do incredible things in terms of growing your brand awareness and recognition, there are still some inherent challenges, challenges that go beyond making do with outdated tools or tactics.
Budget constraints, the lack of adequate in-house resources, and the inability to create quality content, much less consistent quality content, are some of the most common issues.
But you can’t let those concerns stop you. As far as budget, think about your repurposing possibilities, right from the start. For more on that, check out our recent post: How to Get the Most Out of Your Film or Video Production.
As for a lack of resources, hire an outside video production company, if need be. A company dedicated to producing videos not only has the tools, but the time and experience to get the most out of a budget and the available resources.
Your ability to create quality content, of all kinds, on a consistent basis, is integral for any marketing plan to find success. That doesn’t change with video content.
You need to build a plan that disperses quality content across all platforms: home and landing pages, blogs, social media sites, etc. Video allows you to do that, as well as connect with modern audiences in ways never before imagined.
So, if you haven’t used video content to build or raise your brand awareness yet, get to it!
KVibe Productions is a full-service video production company. Whether it’s a promotional web video production, a corporate video, or a commercial video production, KVibe offers the total package of video production services from development through distribution.