Whether good or bad, your video content defines and amplifies your brand.
We’d just wrapped up an interview with our client’s client, and he offered to let me ride his electric unicycle.
I’ve shared more than one quirky behind the scenes videos at Portage Creative over the years, and I’m sure it’s made a few people roll their eyes. But we don’t take ourselves too seriously — the occasional silly video is an accurate representation of our brand.
We can’t afford to not take that risk — to hide our brand behind perfect photography and crisp copywriting. It’s not worth it from a human perspective, and it doesn’t do the best job reflecting what it’s like to work with us.
Your own brand videos don’t have to be raw and unpolished — in fact, they might need to be calculated in order to do an effective job of establishing a clear brand presence.
To avoid video altogether is fast becoming an anti-marketing technique. To use it unintentionally can be equally or more damaging.
Heck, I’ve seen more than one corporate video where the audio alone is bad enough to hurt the brand.
Here are 3 things you can do in order to start effectively growing your brand with video:
Be willing to fail here and there. Yes, there is some pain involved with anything new — be patient with yourself and be honest with your audience. Better to produce a video that’s simple and honest on your phone than to half-ass something complex and rigid with professional equipment.
Put your audience first; how can you serve your audience with your video content? How can you improve their lives just a little with video?
Involve other people. If you’re a lone wolf who wants to produce video, spend time on YouTube learning the basics of audio and video capture and editing. Get the basics down and get practicing. If you work on a team or can afford to outsource, start following some local video production companies in your area and look for portfolio content with a look and feel that you’d like to see for your brand. Reach out and ask questions. Take a few steps in the right direction.
Video is no longer a nice-to-have marketing tool. It’s an essential branding element and a key to business growth in 2020 and into 2021.
So find those things that make your brand unique, and start using video to show the world what you’re all about.