You may have heard the term, “Branding video”. What exactly is that, you ask?
Well, really, every video you do helps to create your brand, but the idea behind the “branding videos” like the ones I’ve linked is to showcase a business in a very particular light; making clear the uniqueness of that business in what might be a very crowded field.
These videos can be used on a website, or sent to a potential client or made available to the media. They are a bit longer than an average TV commercial or typical “welcome” video and should be engaging and emotionally rich. The idea is to take the viewer on an experience!
Example one: Luxury Ranch Interior Design is described as unique by bringing a sophisticated new category to interior design with designer, Marlene’s Holmquist’s signature style of “Contemporary Western.” It’s a blend of authentic cowboy tradition, modern design and contemporary materials. This is how her brand is shown in moving pictures: https://vimeo.com/197114027
Example two: The production house that shot Dogboy’s branding video is proud that the end product captured DogBoy’s heartwarming brand, how much they LOVE the dogs, and shows all they have to offer. It completely changed their sales conversations. Instead of calling to get pricing info to shop around, people started calling ready to sign up! It increased their closing ratio over 50%. http://goldenarmmedia.com/projects/dogimonials-dogboys-dog-ranch-showcase-video/
So how can you create a video for your business?
First, know your video should be as unique as you. It’s a wide open opportunity to get creative!
If you are a spa owner, for instance, your video may show a tour of your facility, (starting at the front door) showcasing treatments and allowing us to feel the essence of peace and relaxation that we as a potential customer so desire!
Testimonials can have a place in your branding video as well. Third party recommendations are powerful!
Next, find a good production team to partner with that can see your vision, or even help you develop that vision. For help in choosing your video production team read my blog entry, “3 Steps to Finding The Right Videographer for You”