Building a Brand: Use Video Branding To Increase Brand Awareness
If you had to make a list of some of the most invaluable assets that any business has, the overall strength of your brand would undoubtedly be right at the top. But how do you build a brand that is stronger than that of your competitors? Why is it so important to do so in the first place? How does video content play a part in this? The answers to questions like these require you to keep a few key things in mind.
What is Video Marketing?
At its core, video marketing is a type of integrated marketing strategy that is used to promote a business, its products, and its services. Essentially, it is the natural evolution of the traditional advertisements that many of us grew up with in places like newspapers. With video marketing, you can engage your audience in a more compelling and interactive way, making it a powerful tool for building brand awareness and driving conversions.
One of the things that makes video marketing so great is that it isn't just an ideal opportunity to establish a connection with potential new customers. It can also be a perfect way to reaffirm your relationships with your existing ones, too. Video marketing (and the format in general) is nothing if not versatile, meaning that a properly designed video as a part of a larger strategy can accomplish a number of different things depending on your needs.
This includes but is certainly not limited to goals like:
- Building a legitimate rapport with your target audience - one where they start to see your content as more than just an "ad," but rather something that they actively look forward to engaging with.
- Promoting both your existing products and services and building up anticipation for new ones that may be on the horizon.
- You can create "How To" videos and other types of educational content to help customers get the most value out of the products and services they're purchasing for you.
- And more!
All of this goes a long way towards capturing the attention of people in a way they won't soon be able to look away from. Not only does that drive sales, but it also raises brand awareness as well - something that is far more crucial to your long-term success than a lot of people realize.
What is Brand Awareness?
Brand awareness is somewhat of a complicated topic, but the idea at the center of it all is straightforward. Brand awareness is a term used to describe someone's ability to recognize your brand in virtually any context, sometimes by colors or logos alone, through the types of content that you're putting out into the world like video.
If you want to better understand this idea in action, look no farther than one of the most recognizable brands in the world: Apple. At this point, if someone is holding an iPhone, you don't have to ask them what type of phone it is. You know it's an iPhone and who made it from a quick glance. The same is true if you see a MacBook, or if you come across an Apple ad online that only features a stark white background, a new electronics device, and that classic logo.
Apple has spent decades building up brand awareness to great effect and their brand iconography has achieved something of an iconic status as a result.
To even get anywhere close to that status, people must first know that your brand exists in the first place. Keep in mind that this is about more than just educating people as to what you do, or even just a simple "call and response" scenario. It's about conveying the emotions and values that are attached to your business. It's about teaching people what you do and why it should matter so much in their lives. It's a lot of effort, to be sure - but it's also an investment in the foundation of your business that will pay dividends in more ways than one.
Why is Brand Awareness Important?
Obviously, the number one reason why brand awareness is so important has to do with the idea that if you want people to purchase your products and services, they need to know that you're out there to begin with.
Indeed, this is one of the major goals of marketing in general. As more people become familiar with you, more people are therefore likely to check out what you have to offer. At that point, it becomes a simple numbers game. As one number increases, so does the other.
But even going beyond that, brand awareness is also crucial because it has quickly become one of the major competitive advantages that businesses have in the modern era. Consider the fact that:
- 81% of people say that they need to trust a brand before they'll even consider making a purchase from it.
- Achieving this level of branding consistency has the potential to increase revenue by as much as 20% in some situations.
- As people begin to become aware of and love your brand, loyalty increases. This has a positive impact on not only word of mouth (meaning you'll naturally start to generate more customers), but also someone's willingness to pay more money for the value they're receiving as well.
From that perspective, building brand awareness becomes a major cornerstone of your efforts to both generate more revenue and separate your business from your competitors at the exact same time.
Why is Video Marketing Important?
Video marketing is important because the format itself is hugely desirable by consumers. In fact, one recent study indicated that 54% of people say that they actively want to see more video content from the brands they enjoy and purchase from.
In a larger sense, professionally produced video content is so important because it's an engaging way to connect with your audience. Having a visual element in the content you create is always paramount, but you also want it to be an active experience. Even a well-worded blog post with images won't have the same impact as a great-looking video, even if both pieces of content are conveying the same information.
The more you're able to engage with your audience, the easier it will be to build trust. That helps to improve metrics like click-through rates and conversions. It even helps boost your SEO (search engine optimization).
How to Build Brand Awareness With Video
Building brand awareness with video is something that you can do in a few different ways. In addition to aesthetically pleasing, traditional online video ads for your products and services, you could also choose to experiment with a concept like influencer endorsements.
This is where you partner with an influencer who is relevant to the people you're trying to reach and have them record a video using your product or service or engaging with your brand in some way. In brief, influencers already have the ear of your new potential clients. Their trusted word becomes a direct reflection of your branded imaging. This way, your brand gets exposed to their audience and hopefully some of their fans become your customers.
Social sharing is also incredibly important, particularly on sites like Facebook and Twitter. You still want to engage with a professional video production team to create high quality content, but these pieces tend to be shorter, so they are easily shared.
Customer testimonials are also a terrific use of the video format. Instead of having someone write about their experience with your brand, they can tell their story themselves. Others can see the look on their face or hear the tone in their voice when they talk about what a meaningful impression you've made, which is what makes this use of video so compelling.
Answering questions or holding informative interviews with experts is also a great use of video marketing within the context of building brand awareness. By offering something of legitimate value (information) without necessarily expecting anything in return, you again help spread the word about your brand in a way that both establishes you as an authority and builds trust as well.
At TV Pro Gear, we fully understand just how important building brand awareness is to the overall success of your organization. It's not about making an impact once - it's about using creativity, talent, and passion to create the type of impression in an audience that people won't soon forget.
We help you do this through the production of high quality, professional video content. We provide access to the resources that you likely don't have access to on your own, like our stage and even our extensive post-production facilities. We also offer Flypacks that are designed to offer everything needed to effectively shoot, broadcast, and even stream live events like sports, conferences, concerts, and more.
All told, we can handle the professional video production - and the building of brand awareness that comes with it - on your behalf so that you can get back to running your organization, precisely the way it should be.
If you're interested in finding out more information about the various ways in which you can use video to increase brand awareness, or if you'd like to discuss our extensive professional video production capabilities in a bit more detail, please don't hesitate to contact TV Pro Gear today.
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