[vc_row type=”in_container” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ width=”1/1″][vc_column_text]When it comes to the success of your business, brand building should be an essential part of your overall marketing strategy. Brand building includes establishing your brand identity, generating brand awareness, and promoting your brand in a way that consistently reflects its identity.
To support growth in your business, brand building should be a major priority, and one of the most effective tools to assist with brand building in your marketing strategy is the use of branded video content.
First, let me explain what I mean by “branded” video content. Branding is about more than just your logo, it’s about other visual elements that relate to your brand: brand colors or shapes and fonts, but also creative direction.
Are your visual elements sleek and modern, or are they traditional looking, and so on. Next, let’s talk about the creation of regular content.
Brand building thrives on the production of regular and consistent content. Publishing content allows your brand to be found online, and gives your audience a chance to learn about your products and services.
Producing content on a regular basis helps engage your audience and helps keep your brand at the front of mind. No other type of content performs as successfully as video content in this respect. Here’s why!
Video draws viewer attention and holds it longer
People are drawn to interesting visuals more than they are to text. Studies have shown that people are more likely to watch and finish a video than they are to read and finish a page of written content.
Video enhances SEO
A website page that has video content is 53 times more likely to be listed on the first page of Google organic search results than sites without video, according to Forrester Research.
The better your site page ranks, the more exposure your website gets. Search algorithms are also positively impacted by the publishing and interaction with video content on YouTube, Facebook and other social media pages.
Video is more shareable than other content
Since it is more likely for consumers to watch video content, it results in more social interaction as well. Consumers are more likely to share, comment on or like video content than any other type of content. This helps boost brand exposure throughout various social media channels.
Consistent video enhances brand relate-ability
It’s much easier to convey the personality of your brand via the tone of a video than it is through text, which means that your audience is more likely to relate to your brand by watching your video content than by reading your written content. Repeated exposure to branded videos leverage this benefit many times over.
Ways to Use Video For Brand Building
Video may prove to be the best way to enhance your brand building, but how exactly can you go about using it? The following are some of the different types of video content that a professional video production company can help you to create in order to build your brand.
1. Brand Overview videos
When people visit your website, they should be immediately greeted with a professional-looking brand overview video on your home page. Not only does this enhance your site’s SEO rankings, but this video introduces your brand by providing all of the basic information online viewers are seeking.
A brand overview video can quickly tell site visitors what it is that your brand offers, what it stands for, as well as its history, values, and success stories. This video can tell a story and give online viewers a look at the real thing: real employees, locations, products and more – in turn making your brand more relatable.
2. Product Overview videos
Giving a visual view or demonstration of your products or services can also enhance your brand building and nurture interested viewers past the level of general browsing.
Product overviews can be created in any number of creative styles, and can implement key branding elements – like brand-related colors or styling – that help keep your overall brand image as well as your offerings linked together in viewers’ minds.
3. Case study videos
Case study videos help build your brand in a number of ways. First, they employ storytelling, which makes it easier for viewers to become engaged with the information you’re telling them. Watching a story unfold about a customer’s problem, and how your brand provided a solution, can use basic story structure to keep viewers interested in witnessing the outcome.
Case studies have the added benefit of working as an anecdotal story, but also as a product or service demonstration, as well as a testimonial-like review. All of these serve as some of the most powerful brand building marketing tools available.
4. Testimonial Videos
A big part of brand building is showing that your brand has an excellent reputation, and building upon that reputation. There’s no better way to demonstrate and support your brand’s reputation than with powerful testimonial statements from satisfied clients and customers.
When people are shopping or seeking the solution to their problem, a testimonial or review is the key to converting a casual shopper to becoming a customer. Building off of that positive experience and satisfaction can build your brand very effectively.
5. Corporate lifestyle videos
Nowadays transparency is highly valued, and a key part of many brands’ identities. Behind the scenes footage, whether it’s of a company event, of your management hard at work or even of your employees having some fun during a break, is a great way to build your brand identity. This allows viewers to connect with who you are on a more personal level, much like being given a private tour or inside peek at the brand.
Brand building should be one of your main priorities when it comes to your marketing strategy, especially when leveraging the strengths of professional brand-right video. For your videos to be highly effective, it’s important to have them be of high quality and to make use of strong branding elements.
A professional video production company can ensure that all of your videos boast professional production values in addition to making sure that the content itself helps deliver your message in an effective brand building way. [/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ width=”1/1″][vc_raw_js]JTNDc2NyaXB0JTIwc3JjJTNEJTIyJTJGJTJGZmFzdC53aXN0aWEuY29tJTJGZW1iZWQlMkZtZWRpYXMlMkZybDVyamIwM3MwLmpzb25wJTIyJTIwYXN5bmMlM0UlM0MlMkZzY3JpcHQlM0UlM0NzY3JpcHQlMjBzcmMlM0QlMjIlMkYlMkZmYXN0Lndpc3RpYS5jb20lMkZhc3NldHMlMkZleHRlcm5hbCUyRkUtdjEuanMlMjIlMjBhc3luYyUzRSUzQyUyRnNjcmlwdCUzRSUzQ2RpdiUyMGNsYXNzJTNEJTIyd2lzdGlhX3Jlc3BvbnNpdmVfcGFkZGluZyUyMiUyMHN0eWxlJTNEJTIycGFkZGluZyUzQTU2LjI1JTI1JTIwMCUyMDAlMjAwJTNCcG9zaXRpb24lM0FyZWxhdGl2ZSUzQiUyMiUzRSUzQ2RpdiUyMGNsYXNzJTNEJTIyd2lzdGlhX3Jlc3BvbnNpdmVfd3JhcHBlciUyMiUyMHN0eWxlJTNEJTIyaGVpZ2h0JTNBMTAwJTI1JTNCbGVmdCUzQTAlM0Jwb3NpdGlvbiUzQWFic29sdXRlJTNCdG9wJTNBMCUzQndpZHRoJTNBMTAwJTI1JTNCJTIyJTNFJTNDZGl2JTIwY2xhc3MlM0QlMjJ3aXN0aWFfZW1iZWQlMjB3aXN0aWFfYXN5bmNfcmw1cmpiMDNzMCUyMHNlbyUzRGZhbHNlJTIwdmlkZW9Gb2FtJTNEdHJ1ZSUyMiUyMHN0eWxlJTNEJTIyaGVpZ2h0JTNBMTAwJTI1JTNCd2lkdGglM0ExMDAlMjUlMjIlM0UlMjZuYnNwJTNCJTNDJTJGZGl2JTNFJTNDJTJGZGl2JTNFJTNDJTJGZGl2JTNF[/vc_raw_js][/vc_column][/vc_row]
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Mark Serao, Co-founder and Director of Production at Grey Sky Films, has had an eye on brand building from an early age. Inspired by the music industry and how record companies use a grassroots marketing strategy to build their artists/brands, Mark set out to apply those same fundamentals to the business community. Since 2001, Grey Sky Films has worked with businesses, both large and small, to increase market share by producing compelling video that evokes emotion and subsequently creates more sales opportunities.