Branding: The Key to Introducing your Product
We see different forms of branding everywhere. We laugh and cry with them.
A well-developed brand can be the difference between making a sale or being passed over. It can be a piece of music, jingle, a slogan, or logo.
What does it mean to brand – Is it just a logo or slogan?
A brand is more than a logo or slogan, it represents the identity and reputation of a business and its products. Branding is important for any business because it creates an identity for what they are marketing. A brand is a name, logo, as well as the mission, values, and reputation of a business. These aspects set you apart from competitors and make you recognizable to your consumers.
Well-established brands have put time and effort into making their branding identifiable. You can identify Nike products by the Swoosh or the phrase “Just Do It”. They have brand equity, the social value of a well-known brand. Smaller, newer businesses require more branding to share their values and grow their reputation among an audience and new consumers. Brand videos are a great way to do so.
What is a branding video
A branding video highlights who you are, what you do, and where your business came from. This is your way to introduce your story and brand to the consumer. While doing so, the video conveys your business’s authenticity, values, and vision. Branding videos aim to connect with your target audience and create a distinction between you and other businesses.
These videos to establish your brand among new consumers. Videos that encapsulate your brand are crucial to display your brand’s values, personality, and story to your target audience. The content and layout of your branding video are important to share your message with consumers.
Key Aspects
Some key aspects to include in your brand video:
- Story– who you are, how did you build your brand
- Voice– what you say and how you talk about your brand
- Presence– how your brand is presented
- Brand Promise-outline the values of your brand
- Brand Equity– social value of your brand
- Brand Engagement– emotional connection with consumers
While creating a video with these aspects, you need to draw consumers in with something short and to the point.
Timing of the video
There used to be an old saying that a person looking to promote themselves needed to have an “elevator pitch”- a concise explanation of oneself with 30-60 seconds, the time it takes an elevator to go from the lobby to the top floor. If you can’t make your message in that amount of time, you have lost your listener/viewer and lost the opportunity to make your pitch. Ever watch Shark Tank? Or The Bachelor? The same is true with a Branding video, hook the viewer to get them to stay.
Your brand video should be no longer than 2 minutes long. Due to the amount of content consumed and the overload of video content, many people’s attention spans have become shorter and shorter. This means to engage them you need to have a short branding video that can get your message across within 90 second.
Short videos keep the audience engaged with visually appealing content. These types of videos deliver a message quickly and effectively which makes them ideal. Additionally, these videos can be shared on multiple different platforms to expand your audience.
Editing Videos
Editing a branding video is a crucial step in shaping your brand’s narrative and capturing the attention of you audience. Be sure to pay attention to the pace and flow of you video to keep viewers engaged from start to finish. Using techniques such as cuts and transitions can help. It’s also important to incorporate branded elements such as logos and colors consistently throughout the video to reinforce brand identity. Music and sound effects are also powerful tools to add to your video and keep viewers interested. It is very important to edit and polish your video before posting it for your audience to see, the edits on your video can leave a lasting impression on your consumers.
Where to post your videos and how often
Today there are various social media platforms that support sharing videos. These sites consist of YouTube, Vimeo, Instagram, X (formally known as Twitter), Tik Tok, LinkedIn and Facebook. Where you post is up to you and where you believe you target market will be viewing content.
Moving forward after posting your branding video, you may be asking how often should I post new content? Maintaining a consistent posting schedule is important because it will help your brand grow your audience. Regarding how often you should be posting, you should be posting at least once a week. For increased engagement try posting daily or 3-5 times a week, whether that’s a video or a graphic. Many platforms also allow for you to schedule posting so you can input the video prior to the posting date and save time. The more you upload to social media platforms, the more followers and views you will receive.
For more information on editing and posting check out our production guide here!
Conclusion
Branding is a brand’s reputation, identity, and values. To carry out effective branding, brand videos serve as a way to share a business’s stories, values, and visions. These videos are important to connect with consumers and distinguish the brand from competitors. In a time where attention spans grow shorter and short, editing and timing videos before posting them to social media platforms is crucial to keeping viewers engaged. These are important aspects to keep in mind when preparing to launch your new brand.
Don’t believe us? Check out some other sites who concur and offer more information!
Forbes: Video Marketing Trends
The Washington Post: Retention Editing
The Wharton School of the University of Pennsylvania: Building Your Brand
MIT Sloan School of Management: Making Customers Trust Love and Respect a Brand
Harvard Business Review: Building a Brand
Answers to top logo quiz: Under Armor, Spotify, Pepsi, Starbucks, Toyota
One thought to “Branding: The Key to Introducing your Product”
Great job Emma! 👏👏👏👏👏
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