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I recently watched a video where a video marketing expert was down-playing the importance of brand in video marketing. He was suggesting that people are looking for more real conversations. I think I understand where he’s coming from, but it seems like we’ve got completely different ideas on what branding really is.
Your Brand Is Your Message
If you think your brand is defined by your graphic artist, you need to take some time to stop and look at the bigger picture. Absolutely, your colors and shapes that make up your marketing materials are part of your brand, but the concept for who your company is should not originate in Photoshop. It’s about the unique value that you bring to the table as a business. It’s what you stand for, and it’s who you’re marketing to. You are your brand.
Creating Videos To Build Your Brand
Whether you like it or not, every video you create and publish has an impact on how consumers perceive your business. The point here is not to make sure you pay at least $10K per video to make sure you look the best you possibly can. The real goal is to make sure that every video you create sends the right message. What emotions does your brand represent? Who is your brand built around? Does the concept for the video fit in the bigger brand picture? Each video you put out there is sending a message. You just have to make sure the message is the one you intended.
Using Customer Videos To Support Your Brand
Before I start talking about using customer videos, I want to be clear that I’m not an expert here. These are just some of the thoughts I have from the video marketing prospective. There is no way to completely control the video content your customers are putting on their websites or YouTube about your products or services. If you’re proactive though, you CAN steer your customers into creating content that reinforces your message. You can tell your customers the kinds of content you’re looking for, or even better, you can show them a sample. Find the customer videos that are closest to what you were looking for and promote those videos. Be selective with what messages you let your client videos tell, and you’ll be reinforcing the branding you’re wanting your customers to get.
Wrapping It Up
If you’re doing video marketing, you can’t ignore how it will impact your brand. Don’t fool yourself into thinking that video is so widespread that people are just looking for casual conversation. Center the conversation around the message that you’re wanting the customers to get or you’ll have wasted your chance to use video in shaping your business in consumers’ minds.
Tags: video marketing