Crafting Your Brand Story Through Video

FARM details how to tell your brand story and maximize your investment through video marketing.

Storytelling is one of the most powerful means of making genuine and memorable connections. Just as you might use stories to convey personal experiences and family history, you can employ the same tactic for your company by developing a compelling brand story to better engage your audience. Without a unique story, it can be challenging to differentiate yourself from your competitors. And with so many different ways to communicate your message, why not take advantage of one proven to resonate strongly with intended audiences? As we’ve mentioned previously, video marketing is quickly becoming a preferred content marketing channel. There is arguably no better current medium than video to inform, engage, and influence your audience’s thoughts, feelings, and behaviors.

Earlier this month, FARM once again accepted the opportunity to present at the Buffalo Niagara Partnership’s Content Marketing Seminar speaker series. For the third installment of this series, we focused on highlighting the importance of storytelling and planning in relation to video content. All marketers are aware the execution and distribution of video is important; however, it’s what you do before you press “record” that ensures an optimal outcome. In order to help you to maximize your investment and efficiently communicate your core brand message, we’ve compiled the following six-stage planning process.

1. Objective
Clearly define what you want your video to accomplish, whether it’s a stand-alone effort, or part of an integrated marketing campaign (side note: ensure that your goals are measurable).

2. Plan
Intelligently plan ahead to achieve your objective. This includes establishing a budget, determining the style (scripted vs. unscripted), the shooting location(s), and how you’ll drive viewership.

3. AudienceAs with any other marketing initiative, be sure to define an appropriate target audience with whom your message will resonate.

4. Story
Create a message that compels your audience to take action. This may be similar to how you tell your story through other channels; however, video carries the added benefit of showing viewers how your product or service will enhance their lives.

5. Talent
Assemble a talented, ambitious team to work with you. If you’re working with outside professionals, share your vision and provide background information, such as a creative brief or research findings. The better informed your team is, the better your video will be.

6. Environment
Leverage your surrounding environment to add visual appeal to your video. If shooting onsite feels too bland, consider scouting locations that better complement your message.

A failure to plan is a plan for failure. After carefully covering all of the bases mentioned above, you should be in a strong position to influence your audience to exhibit your desired behaviors and actions. Whether you want your audience to invest in a product or attend an event—or you simply wish to create a sense of trust—strategically planned video marketing can serve as an invaluable tool when telling your brand story.

By: Maura Noonan, Content Marketing Coordinator and Matt Cascarino, Vice President, Executive Creative Director

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