Video content can be a terrific way to increase brand awareness online. Whether it’s a brand video, commercial, or product video, video content marketing[a] can help draw in new customers and engage existing ones. A brand video can serve a number of purposes. Before I outline what those purposes are, let’s figure out what “brand awareness” actually is.

What is Brand Awareness?

Brand awareness is the extent to which consumers are familiar with your brand and are able to recognize it. If you hear “golden arches” you know what the brand is. Same for “Just do it” and other slogans. These are popular examples of successful brand awareness, but it’s possible and vital for new companies to develop brand awareness as well. It can help your brand meet its marketing objectives by solidifying what your brand is known for. If consumers aren’t aware of your brand or what it stands for, then how will they consider buying your product or using your services?

Brand awareness can also set a certain expectation for an audience. For instance, a viewer may anticipate a commercial being funny due to the comedic tone of previous commercials for that brand (Geico comes to mind).

Brand Video

You ultimately want consumers to choose your brand over all others and video content creation can help achieve this goal. An effective brand video can accomplish several things: build awareness, educate, inspire, or entertain viewers. Brand videos focus less on making a quick sale and more on telling a good story, personalizing the brand, highlighting what sets their brand apart, and engaging viewers on an emotional level. Yes, you want to advertise your brand or a product. But, you also want to leave an impression. Consider how memorable the best Super Bowl commercials are. When people remember a commercial, they remember your brand and when they remember your brand, they consider it the next time they need to make a purchase or need a service.

Brand Video

You ultimately want consumers to choose your brand over all others and video content creation can help achieve this goal. An effective brand video can accomplish several things: build awareness, educate, inspire, or entertain viewers. Brand videos focus less on making a quick sale and more on telling a good story, personalizing the brand, highlighting what sets their brand apart, and engaging viewers on an emotional level. Yes, you want to advertise your brand or a product. But, you also want to leave an impression. Consider how memorable the best Super Bowl commercials are. When people remember a commercial, they remember your brand and when they remember your brand, they consider it the next time they need to make a purchase or need a service.

Goals of a Brand Video

In addition to leaving an impression on the audience, you may want your brand video to motivate people. Your video should leave them feeling compelled to support your business, buy your product, or want to learn more. This can be achieved through explicit means with a call-to-action (CTA) or a user generated marketing campaign (UGC).

A CTA is a demand made of the audience that could range from sharing the video content with their friends to voting in the next election. CTAs can occur in the beginning, middle, or end of a video. The CTA should relate to your brand in some way. For instance, it would make sense for Patagonia to include a CTA related to caring for the environment.

A UGC is another method of engaging viewers and inspiring them to act. A good UGC allows consumers to take the reins and share their own content, which usually includes their experience with a particular product. Often, UGC’s use specific hashtags for the campaign as well. These types of marketing campaigns engage loyal consumers and allow them to show off how a product has benefited their lives. This undoubtedly helps draw in new customers as people enjoying feeling a part of something larger than themselves. For more information on User Generated Content, check out my previous blog here.

You also want the video to leave viewers feeling something. Maya Angelou once said, “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” What is true for people is also true for video content; viewers will remember the time a video made them laugh or cry. And the thing about strong emotional reactions is that they often compel people to share them with others. How often do you watch a funny video and not want to share it with a single soul?

Tips for Making a Brand Video

Determine Your Objectives

First, determine your objectives for the video. Is it to humanize your tech. company, attract new customers, satisfy current customers, etc.? Your specific objectives will provide the foundation for everything that follows. Without it, your video content will lack direction, which will in turn confuse viewers and leave them wondering what your brand is all about.

Know Your Audience

Know your audience. Be as specific as possible. How old are they? Where do they live? What do they want? What challenges are they facing? The answers to these questions and others will help guide your video production. Different audiences have varying sensibilities and interests, so your brand video should accurately reflected what your intended viewer is looking for.

Use a Script

One way to stay on track is to use a script. A script is the backbone of any video production. It will serve as the blueprint for filming and allow the video production team to do their jobs. It also serves as a handrail that allows for consistency throughout the production. It’s also important to note that if it doesn’t work on paper, it will likely not work as a professional video production. A script allows you to work out any kinks prior to arriving on set.

Tell a Story

When possible, tell a story. There is a reason why storytelling has endured for thousands of years. Its form has certainly evolved, but many of the same elements remain. People love stories. We tell them every day without even knowing it. Whether it’s the one about the guy that cut you off in the gas station parking lot or the reminiscing of a funny anecdote in college, we human beings are storytelling machines.

Everyone loves a good story, so try to tell one that relates to your brand. Doing so can personalize your brand and emotionally hook your audience. This is especially important if your brand would otherwise feel cold or inhuman. Including personal stories about the founding of the company or the inception of a new product idea is a great way to engage viewers and provide some depth to your brand. Remember to make sure the story you tell is true and not outlandish or unrealistic. Consumers appreciate authenticity.

Create a Catchy Slogan

Another effective method to include in your brand video is to use a catchy slogan. I like to think of 3 Cs: clear, clever, and concise. You want the words to express exactly what your brand is about in as few words as possible. “Just do it” is one of the most popular slogans of all time. It’s simple and encourages the consumer to take action (in their brand new Nike sneakers). Consider what your brand has to offer, what problem it

solves, or what you want it to inspire users to do. Slogans are useful for developing brand awareness because they are memorable. When combined with a video image or a musical jingle (or both) they are even more memorable. Incorporating a catchy slogan into your video content is a wise strategy not to be overlooked.

Be Mindful of Tone

Depending on your brand, you may want to establish a particular tone for your video content. Tone is important because it helps emotionally impact an audience. If you’re going for humor, this is a great choice for maintaining viewer attention, increasing shareability, and leaving a lasting impression. As stated earlier, make sure it works in script format first. It’s true that actors may be able to enhance what’s on the page, by why risk it? Test it with a few different people. Whatever tone you decide on, be sure to remain consistent across all of your video content. This consistency can help set audience expectations when your commercial runs, much like a highly anticipated episode of your favorite television show.

Use Consumer Testimonials

Another form of storytelling is the use of consumer testimonials. I don’t know about you, but one of the first things I look at before I buy a product is the customer reviews. If anything has less than 4 out of 5 stars, I am likely passing on it. Hearing fellow consumers vouch for a product is a big deal and inspires confidence in potential customers. A testimonial can tell a story by describing a before-and-after for the customer, as in “life before the amazing product” vs. “life after.” It can depict how the product or service helped the problem they were experiencing and how they are much happier now. Don’t be obnoxious, of course, but if you find someone eager to speak on behalf of your brand, get them on camera and mic them up!

For more tips on using a corporate video in your marketing plan, click here.

Conclusion

Video content is a great way to increase brand awareness. Determine your specific objectives and keep your target audience in mind. Use a script to form the foundation of the film production. When possible, tell a story that has a strong hook; this includes testimonials of satisfied customers. Consider what feelings you want the viewers to have upon watching your videos. If you want to inspire them to action, use a CTA or a UGC. Remember to include a catchy slogan that is clear, clever, and concise. Lastly, make sure your tone is consistent across all of your videos. If you follow these tips, your brand will be on its way to being remembered.