There’s a preconception in marketing — especially B2B marketing — that stories are fluffy, non-essential, and not real marketing.
But here’s the thing about stories. They aren’t fluffy. In fact, they cut through the fluff. They’re the ultimate fluff-busters. They’re the first thing we’re drawn to in marketing, or anywhere. We’re creatures predisposed to tell stories in order to make sense of a chaotic world and bring meaning to our lives. They help us empathise, and build trust. And that’s exactly why stories are the most effective way to communicate your brand.
Add video, the medium best at generating emotion, and you get a potent combination ideal for spreading your brand message. A story told through visual and aural means is one of the most engaging things know to mankind (which is why we spend £30 billion each year globally on going to the movies).
Just as films enrapture people all around the world, so too can video enrapture your audience and make them more receptive to your brand.
So how do you do it? This post will guide you through the process of telling your brand story through video, with 6 actionable steps — plus examples to inspire you along the way.
What Makes an Effective Brand Story?
First, let’s tackle the question of what a great brand story looks like. In order to engage your audience and make them remember your brand, an effective brand story should be:
To connect with your audience you always need to relate back to them and the things they care about. The best brand stories are driven by the desire to solve a specific problem your target audience are struggling with.
A brand story is no good if it’s indistinguishable from the competition. Your story needs to uniquely represent your brand to allow you to stand out in viewers’ minds, whether that’s through a different angle, storytelling technique, or type of video.
We know that emotions drive many of our purchasing decisions (yes, even in the B2B world). They also form connections and build trust. Your brand story should have an emotional crux that encourages your audience to build positive associations with you.
Today’s world is hyper-aware. If you try to be something you’re not, your audience will find out sooner rather than later. So embrace honesty: show your brand as it really is and play to your real, rather than imagined, strengths.
6 Steps You Can Take Right Now to Tell Your Brand Story With Video
1. Get to the Core of Your Purpose
As Simon Sinek says, always start with your ‘why’. Why do you do what you do? What’s the passion that drives your brand? Which values do you believe in above all others?
And before you start thinking your ‘why’ is totally unrelated and irrelevant to your audience, it’s not. Your ‘why’ should be powered by the desire to fix a problem, to do some good, to help your customers in some way. Your ‘why’ is the common ground you share with your audience …read more
Read more here:: B2CMarketingInsider