It’s hard to talk about branding and marketing and not sound like Don Draper, embellishing the importance of nostalgic imagery, sleek visuals, or comforting depictions to captivate a client on a commercial pitch for selling orange juice. But the truth is the Mad Man himself understands the ways audiences assess and interpret visual representations of branding, and it’s that unlocking of consumer comprehension that can allow for a seamless, successful integration of branding into any video marketing campaign.
In recent years, the demand from consumers for businesses to incorporate video marketing into their digital marketing strategies is substantial. In fact, in 2020, 96% of consumers were reported to have increased their online video viewing habits, with 9 out of 10 of those consumers stating they wish to see more video content from their favorite businesses and brands. And in 2022, experts are projecting that 82% of all consumer-related internet traffic will stem from online videos, 15 times higher than what that percentage was in 2017.
If these statistics tell us anything, it’s that video marketing is not only becoming an essential component to any digital marketing strategy – it’s a practically mandatory means of advertising. Whether you’re trying to sell a boat or a bicycle, there’s always an opportunity to enhance your company’s brand through the influential, persuasive art of video marketing.
It’s important not to approach video marketing as merely a means of depicting your company’s products or services, but as a chance to connect with consumers on an emotional level, creating a bond that can motivate, comfort, reassure, or any number of positive reactions. Video marketing is where you can explain your company’s culture, attitudes, or intentions, in ways that other digital marketing forms can’t.
To better understand how these two marketing elements can coexist, here are a few ways your business can incorporate and emphasize branding into its video marketing campaigns.
Specify Your Audience
As with all facets of marketing, the more you know about your target audience, the better you’ll be at marketing your brand towards them.
You might know who your customers are better than anyone, but do you really know what interests them? Motivates them? Inspires them to choose to do business with your company over your competitors? Specifying your audience will unlock the necessary ideas to market your brand to them.
You can start determining what audience you want your video marketing campaigns to appeal toward by asking simple consumer-defining questions, such as:
- What is the typical age, gender, job, income, or education level of your average customer?
- How would you define their personality traits? (Outgoing? Stoic? Risky? Cautious? etc.)
- What general hobbies or interests would you assume they have?
- What sources of entertainment would you presume they consume?
- What are their everyday worries or concerns?
- How does your company provide solutions to those concerns?
- What other brands would they resonate with?
When you can confidently answer questions like these, you can start to move forward with the actual conceptualization of your video marketing strategies.
Define Your Message
Consider your average insurance company television commercial. Are they trying to be funny as a means of being relatable and disarming the preconceived notion that insurance is a “serious” subject? Or are they trying to counsel the viewer – depicting themselves as saviors in the event of something catastrophic or life-changing?
Which message would appeal most to you?
No matter what industry your business operates within, there are seemingly infinite ways to brand yourself in regards to the services you provide. That’s where you need to determine how you wish to be perceived by consumers, taking their needs and interests into consideration, while injecting your company’s tone, voice, and intentions into your message.
If you’re a roofing company, do you want to come across as down-to-earth, good-natured, and approachable? Or would you rather portray yourselves as authoritative experts whose focus is solely to get any roofing project completed as fast as possible?
These marketing decisions need to reflect the reality of your company’s image, as someone hiring a roofing contractor under the assumption that they’re strictly business aficionados will be dismayed to learn that the workers they hired to fix their roof are always cracking jokes and smiling between hammer swings.
Establish An Aesthetic
Colors, tone, language, imagery, music; all of these sensory dynamics are opportunities to establish your brand within a video, and set the tone for the message your business is trying to convey.
It’s important to think of what mood you wish to create when viewing your branded video content, specifically considering how consumers will interpret that mood.
Would a local chiropractor want to create a video that’s blaring metal music and incorporating flames around their typography? Would it make sense for a tattoo shop to score their commercial with soft, acoustic guitar melodies that accompany shots of tattoo artists gently puncturing their customers’ skin with flower-forming ink?
Your video marketing aesthetic should be clear, consistent, and correlative to the vibe of your company and the intrigue of your consumers. Colors, typography, and music should complement the message and branding of your videos, not distract or confuse the viewer. They should also be naturally implemented into the video content, with visual branding feeling organic, not forcing your logo to be all over the place just for the sake of branding.
After you’ve specified your audience, developed your message, and created your aesthetics, it’s time to determine perhaps the most important component of your video marketing branding: it’s goal.
What exactly do you want your videos to accomplish? Are you trying to create video tutorials that can educate your target audience, thus establishing your business as a reputable resource for all things relevant to your industry? Or are you simply trying to highlight your products or services, via engaging visuals, informative demonstrations, or captivating animation?
A simple, basic formula to consider for your video content goes as follows:
- Intrigue | Right from the get-go, the beginning of your video content should intrigue the viewer. This can be done through a number of ways, ranging from striking visuals, edifying statistics, or asking the viewer questions in the hopes of answering these inquiries throughout the video.
- Inform | Once you’ve started to rope them in, it’s time to educate the viewer on why your company’s products or services are relevant to their needs. Without sacrificing the intrigue, aesthetic, or overall visual experience, gently incorporate the unique values of your business in a way that doesn’t interrupt or distract from the video’s narrative.
- Inspire | The ending of your video content should compel and motivate the viewer to take action in regards to taking advantage of all your business has to offer. Conclude your video content by informing the viewer how your company can provide them the solutions they need, as well as how they can enlist your services.
Brand Your Business Through Triton Commerce's Video Marketing Services
From engaging customers, to building trust, to helping your company stand out from the rest of the competition, video marketing is an essential part of any successful digital marketing strategy focused on enhancing your brand.
At Triton Commerce, we provide professional video marketing services that will offer consumers distinct, unique, and appealing reasons to work with your business, all while doing wonders for increasing the presence and visibility of your brand.
Contact us whenever you’re ready to get started on building a successful brand awareness strategy with our team of digital marketing specialists!