There’s room for all types of video in your marketing mix — product demos, recorded sales presentations, customer testimonials, etc. But every organization needs at least one video that represents your brand. For a brand building video, you need to go with a high-concept and slick production to showcase your over-arching unique selling proposition.
Here are 5 tips to help you build and elevate your brand using high-concept video marketing.
Tip #1: Start With a Concept Worthy of Your Brand
High-concept videos are not typically focused on product features or pricing discounts. To elevate your brand you want to focus on visionary, “big picture” stuff. Think about what benefits your product brings to your customers, and what sets your product apart from the competition.
Tubifi’s co-founder, Ian Brower, says:
“Great video starts with a great idea. The creative idea is an inventive response to a business problem. No more, no less. It’s not some mysterious bit of alchemy. It’s not wizardry. It’s a discipline, it’s a story that sells a product. And how well you tell that story defines how engaging and persuasive your video will be.”
At Tubifi we embrace this discipline by taking our clients through the process of developing a Creative Brief for each video. It is a valuable exercise in defining, in writing, what your unique selling proposition is and what your key message to the target audience should be. It is an essential starting point for your high-concept video.
The CoachUp video posted above represents an example of a powerful video that was developed following a lively and comprehensive Creative Brief development session. CoachUp is an early-stage startup with only a handful of employees, but this video has been used successfully to elevate their brand — to make them seem much bigger than they are — to the benefit of recruiting customers, trainers, investors, and employees.
Click here to download the free white paper “5 Tips for Building Your Brand Using Video Marketing.”
|Click here to see Tip #2 —–>|