Branding is an essential part of any company’s marketing strategy. Investopedia.com defines a brand as an “identifying symbol, mark, logo, name, word, or sentence that companies use to distinguish their product from others. Companies are closely associated with their brand, if not synonymous with the brand.” Lastly, “the more the brand is worth, the higher brand equity [the company] is said to have.
Therefore, it is critical for any company to successfully define its brand voice and use it consistently throughout its marketing campaigns and strategies.
Your brand is the only way your company will convert and retain customers in a marketplace that is saturated with products and services. Additionally, it would help if you found a way to create a strong brand voice that stands out above the crowd and consistently drives customer conversions and sales.
Video marketers such as Spiel say that defining and maintain a consistent brand voice across the overarching video marketing strategy is integral to ensuring a successful marketing strategy that attracts customers and increases sales figures. And the best way to generate and show off your brand voice is through video marketing.
Therefore, let’s look at several ways to establish your brand and its voice through video marketing.
In order to use video production and video technology to create a unique, differentiated voice, it is essential first to define and describe your company’s brand voice. Consequently, it is necessary to ask and answer some of the following questions.
For instance, a sports drink wants to attract sportspeople across the range of sports, from amateur hobbyists to professional elite sportspeople. Additionally, the sports drink brand wants to convey the message that using this sports drink during or after participating in a sports match or race and training will make you a better sportsperson. It will also improve your recovery rate. Lastly, and probably most importantly, this sports drink will help amateurs aspire to be like their sporting heroes.
Once you have defined your brand voice, the next step is to make sure you use the same voice across all marketing videos. Using different voices will confuse your brand’s target audience, resulting in a loss of loyal customers and lower sales figures. Clearly, this scenario is untenable for sustainable, company-wide growth.
In order to build a consistent brand voice that stands out in a saturated marketplace, it is essential to produce a wide variety of marketing videos. Not only will these different video types speak to a broad cross-section of your target audience, but they will show that your brand is well-rounded and capable of attracting and engaging with a large subset of the world’s consumers.
Different video types include customer testimonials, product videos, corporate videos, explainer, and how-to videos, and video blogs or vlogs. The more video content you have with a consistent tone and message, the more consumers will associate your brand with its voice and influence.
Wikipedia.com describes videography as the art and science (or process) of capturing moving images on film or electronic media, including the pre-production, production, and post-production or editing phases. As an aside, video used to be considered the equivalent of cinematography. However, the advent of digital video technology blurred the lines between the two as the internal mechanism is now the same for videography and cinematography.
The fact that consistency is key to using video to define your brand voice has been touched on several times in the article. This is because it cannot be emphasized enough. For instance, if your company’s brand voice is quirky, funny, and upbeat, publishing a sad, dark video will more than likely confuse and upset your target audience. Thus, it is imperative to maintain the same tone to ensure consistency throughout the range of marketing videos you create.
Video technology puts a human face to your brand by using live-streaming or vlogging. Therefore, it is essential to have a consistent face or voice in your marketing videos because viewers will trust the person. And if the face of your business changes all the time, your target audience could start to perceive that your brand is untrustworthy. As with all the negative perceptions, this will likely cost customer conversions and reduce sales figures.
We live in a world where the consumer demands instant gratification. An excellent way to satisfy the consumer’s need to know all about your brand and product line development is to use real-time live-streaming video technology. An additional benefit to this marketing strategy is that live-streaming video also creates an emotional connection with the viewer, providing evidence that the brand cares about its customers.
Apart from live-streaming video, vlogging is a useful tool that informs and creates an emotional connection with the brand’s target audience.
This is another point that cannot be emphasized enough. Quality videos translate into quality products and vice versa. Succinctly stated, brands cannot afford to create the perception that the products or services are not of the highest quality through low or average quality videos.
Budgetary constraints can be problematic in this regard. However, there are ways to create high-quality videos on a limited budget. It just requires extra planning, including elements such as considering using whiteboard videos more often, creating fewer videos to ensure that each video is of the highest quality, and rotating them by publishing them on different social media channels at varying times.