Are Your Videos Champions of Your Brand?
If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and it doesn't work, then what do you do? Answer: Consider your branding checklist! Video production is nothing short of being an ambassador of your brand's strategy. Video, just like with your other advertising tools, is something that has to be maintained regularly. Most times when a campaign has failed, it's because of confusion with your brand.
Let's ask a couple of valid questions that you will want to consider to help keep you inline with your video production when it comes to using this as part of your marketing mix.
Keep these questions in mind when producing your company's videos:
- How are you communicating?
- What are you communicating?
- When and how often do you communicate to your customers?
- Who are the most important people to communicate to?
Video is meant to solve a direct and specific problem. If your project is meant to create more brand loyalty, then that needs to be in your message. How often you solve problems is just as important. If the last video you created on your website was from last year, or before there was digital film, perhaps a fresh new approach could lead to better results. The other element most people forget when branding through video is the emotional aspect. Were people connecting to the video because they could relate to it? If your video has not been resonating with enough people through your campaign, you haven't given them enough reasons to love you. Your video production needs to focus on that problem and how your brand solves it.
Since your brand helps people solve problems, don't be afraid to get creative, but remember to stride for champions of your brand. Many things can achieve brand loyalty, use humor, and hire talent that people relate to. Your goal should always be cultivating loyalty. Don't forget to measure that loyalty by checking your analytics before and after. You can also request a survey by the viewers to see if you're hitting the mark.
If what you're doing isn't working, then don't be afraid to change it. Don't get stuck on results of one idea. If the first video didn't work, try something different. Marketing is an on going process. As a business owner, you have to get used to regularly changing marketing tactics. Don't be afraid to be flexible and update your videos often. If your competition is changing their video content often, then why isn't it a part of your plan?
Let's talk about your competitors for a minute. Are they going after the same business you're going after? Don't they have the same customers that you have? If they have video production that clearly defines their brand, then wouldn't you think your responsibility to your clients is to do the same only better? If the videos that they have on their website are done professionally with clear messages, then why would you cut costs and provide your clients with 3 minutes of you talking in front of a messy desk from your iPhone using a flash light or the lamp you picked up in the 80's? Let's face it, you'll have to step up your game, or you will lose.
If you're going to recruit someone in video production to help brand you, it is imperative to find someone who can deliver the following:
- Someone who clearly understands your core values
- Someone who will be loyal to your brand
- Someone who can be a champion of your brand?
The more you demand that this is done with every employee and vendor, the more success you'll have.
Now for your slice of humble pie: Ask yourself if you're living by these standards?
Do you embrace your own concepts? Are you passionate about your brand? How loyal are to you to your own company? Do you have a solid plan for your brand and are you sticking to it?
Coming up with a concrete knowledge to your brand strategy and gripping your marketing plan will not only bare you results, you will have a more rigid foundation to launch this and the rest of your campaigns with confidence and security.
If a picture is worth a 1,000 words, then an effective direct marketing sales conversion video can be worth 10,000. Online Video Marketing Deep Dive shows how fusing direct marketing with video marketing delivers sales. As technology has driven fundamental changes in direct marketing,
Eve Grey has been in the film industry for over 20 years as both an actress and a film maker. She currently works as a Producer and Director for one of the leading automotive advertising firms in the country. Eve also is one of the featured bloggers for Herman Advertising and 12 Grove Productions in Fort Lauderdale, Florida.
Eve studied comedy at the 2nd City in Detroit in 1999 and spent 4 years studying acting at the Actors Workshop in Royal Oak, Michigan. She is also an Automotive Sales Veteran and has a degree in Human Service from University of Phoenix. Miss Grey is also a board member for American Advertising Federation in the Fort Lauderdale chapter. In her spare time she works on a television show in development called "Families of Deployment".