Seven Steps for Crafting Your Brand Story with Video

FARM details how to tell a compelling brand story and maximize your investment with 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 use the same tactic for your company by developing a compelling brand story to engage your audience with video marketing.


Without a unique story, it can be challenging to differentiate yourself from competitors. With so many different communication channels, why not take advantage of one proven to resonate with intended audiences?

As we’ve mentioned in previous posts, video continues to grow as a preferred content marketing channel.

There is arguably no better medium to inform, engage, and influence your audience’s thoughts, feelings, and behaviors.

7 Steps for Planning Your Brand Story Video

While execution and distribution of video is important, 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 seven-stage planning process.

1. Objective
Clearly define what you want your video to accomplish with measurable goals, whether it’s a stand-alone effort, or part of an integrated marketing campaign.

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. Audience
As 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, but video carries the added benefit of showing viewers how your brand can add value to 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.

7. The Ask
What is the action that you want your audience to take? Include a clear, enticing call-to-action that your audience can’t resist.


A failure to plan is a plan for failure. After carefully covering all of the bases, you should be in a strong position to influence your audience to exhibit 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.


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