Your brand story is more important than you think. With it, you can engage on an emotional level with your target audience, showing them who you are, what you stand for, and what you can do for them. Telling your brand story through a corporate video is the most effective way to get your message across, with the added bonus that video brings more traffic to your website and helps increase sales.
The statistics are compelling. A massive 93% of brands say they’ve got new customers as a result of sharing their videos on social media, 84% of people say they’ve bought products or services after watching a brand’s video, 83% of marketers say videos have helped them generate leads, and 88% say video has a positive return on their investment. Compelling arguments in favour of corporate video production.
What to include in your brand story
Once you’ve decided to invest in a brand story video, you need to decide what to include. The most effective stories show that you understand your customers by highlighting an issue or problem your customers are struggling with, and using the video to show them how you can help. Importantly, you need to stand out from all the other companies offering the same solutions by making your video unique and memorable. Be honest in order to build brand trust. And don’t forget to add emotion – even with business to business marketing, building an emotional connection is key, and emotion is a basic element in all storytelling.
It doesn’t have to be a Hollywood blockbuster
Video marketing isn’t a cheap option, but when you get the storytelling right, a basic video with a budget of between £2-3K can be just as effective as one made with a ‘sky’s the limit’ budget. In fact, if you think of it in terms of the movies, low budget independent films can be far more engaging than Hollywood blockbusters simply because they rely on storytelling rather than dazzling people with brilliant – but ultimately meaningless – special effects. Paranormal Activity, The Blair Witch Project, My Big Fat Greek Wedding, The Full Monty, Rocky, and Mad Max are all low budget movies that became smash hits and went on to make millions – and all have storytelling at their core.
Cost-effective ways to tell your brand story
Interviews and behind the scenes footage – interviews with you and your staff can be really effective. They not only give you the opportunity to tell your story but also put a human face to your brand. Make sure you get the right people in front of the camera – i.e. those who are good at storytelling anyway. Their input can be used in conjunction with footage of the whole team at work and visuals representing your products and services.
Animated video
Using stock footage, photographs and simple animations is a great, low budget way to get your story across. Using high-quality images with accompanying soundtrack and subtitles is a great way of showing what you do and how you can help. As it doesn’t require a photoshoot, it works out cheaper than interviews, and will have a longer lifespan. And just because you’re using stock images, it doesn’t mean your personality can’t shine through – remember it’s the storytelling that gives it strength.
Our expertise lies in telling your brand story through your corporate video. Take a look at our work portfolio to see how we’ve helped a huge variety of clients tell their stories. Then, if you’d like us to make you look that good, get in touch!