Lights, Camera, Grow: Video at the Core of Your Brand Strategy

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From blogs to social media platforms to websites, we are living in a digital world where consumers hit the internet to look for solutions that satisfy both their personal and business needs. Having a video marketing strategy is no longer just something to be considered as a small piece of your entire marketing plan; it should now be at the core of your branding, outreach, and marketing efforts. No other medium is more effective than video when it comes to showcasing your brand and communicating your message to an audience.

Whether you’re promoting your brand’s culture or mission, telling a story, or demonstrating the value of your product/services, a video can be used as a vehicle to deliver your message directly to your market. Why is it so essential to have video content? The reality is, if you aren’t already generating videos, you’re losing your competitive edge and falling behind. However, don’t let this discourage you, it’s never too late to start.

People want to buy from brands that they feel connected with and trust. Brands that use gimmicks and phony sales pitches are only chasing customers away. Remember, this is an era where information is available at our fingertips, which means consumers are intelligent, savvy, and immediately turned off by content that lacks authenticity.

What they DO appreciate is forging an emotional connection with a brand, product, or service they can relate to. Something real. These days, you can’t afford to be anything but vulnerable in front of your audience. So, how can you pull this off?

Leverage Your Story and Experience

The more information you can share about your story, product, services, processes, and what you do, the more significant the impact you’ll have on your intended audience. By providing your audience with detailed insight on what you do, how you do it, how you got there, and what challenges you may have faced, you’ll effectively build a powerful connection with your audience and increase brand loyalty.

The goal is to take your audience on the journey with you. There’s an endless stream of possibilities around the type of content and stories you share surrounding your brand. And the best part? These videos can be leveraged to connect with your audience on both a broad and targeted scale across any platform where video can be utilized. Storytelling is an incredibly powerful tool in the marketing world because each story you convey is unique and cannot be replicated, which ensures authenticity.

Tap into Your Vulnerability

Dr. Brené Brown, a New York Times bestselling author and research professor at the University of Houston Graduate College of Social Work, says “Vulnerability is not knowing victory or defeat, it’s understanding the necessity of both; it’s engaging. It’s being all in. People connect more with those who have weaknesses. Every superhero has weaknesses (Superman has kryptonite, for example).”

Dr. Brown’s TED Talk, The Power of Vulnerability, is one of the top ten most viewed TED Talks in the world and for good reason. With all the noise and congestion across the internet, people are looking to forge connections with brands that shed their barriers and communicate genuinely and compellingly. The refusal to be vulnerable will only hinder your ability to uncover opportunity and achieve success.

Even all the way back in 1910, the importance of vulnerability was recognized. In Theodore Roosevelt’s speech, “Citizenship in a Republic,” he famously said, “It’s not the critic who counts; not the man who points out how the strong man stumbles or where the doer of deeds could have done them better. The credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood; who strives valiantly…who at best knows the triumph of high achievement and who at the worst, if he fails, at least fails while daring greatly.”

Embrace the Human Element

Often, we get caught up in the plethora of information and resources out there, that we make creating a strong brand message harder than it has to be. Rather than following the pack, adhering to industry trends, or striving to fit in with your external environment, look inward. Authenticity will never go out of style.

By humanizing your brand and being unapologetically real, you’ll begin connecting with your target audience and keep viewers engaged with your video content. As long as there is a human on the receiving end of your marketing efforts, there’s a possibility to connect. Building relationships and garnering trust among your audience is an incredibly powerful way to create brand loyalty, fuel customer retention, and increase business revenue without compromising who you are, what you do, or your overarching message.


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