People often ask: “what is branding?” So here it is… All you need to know about branding, but were too afraid to ask!
If you are looking for branding videos take a peek at our branding video work.
Branding is your identity in the eyes of the customer. It goes along with the philosophical notion of: “You are the ‘who’ others see, not the ‘who’ you see”. This means that branding cannot be dictated, but it can certainly be controlled. In today’s customer empowered world of choice, brand owners need to think laterally to make an impact. Today’s generation imagines itself to be more intelligent than yesterday’s, and wiser than tomorrow’s. So yesterday’s rules for branding don’t work today and definitely won’t apply tomorrow.
The old fashion way of associating products or services with logos, slogans and designs (including colour schemes and fonts which are easily recognisable) is not enough to achieve success with your branding (not that they ever were by themselves). Stephen King claims that branding is defined as a personality which involves the consumer by allowing them to co-create the whole brand idea. What we can see happening in the current world is that the owner of the brand actually has the seed of the idea and the consumers use it, to make those ideas work for them by adapting them.
An executive from Coca-Cola once summed up the effects of good branding as follows: “If Coca-Cola were to lose all of its production-related assets in a disaster, the company would survive. By contrast, if all consumers were to have a sudden lapse of memory and forget everything related to Coca-Cola, the company would go out of business.” This remains true today but not to the same extent. Consumers’ attitude towards brands has become erratic and unpredictable. They will happily turn their back on a brand. Just look at what happened to Compaq or Kodak.
Today, attitude and what you stand for has surpassed logos and slogans. Consumers care about ethics, they look at how you treat your workers or what you do with your products and services. We live in a time of information crisscrossed with misinformation. Never has it been easier and quicker to fall off the pedestal you so securely sat on. Brands are born and die every day and this is why you need to stand out.
Using branding for your business and combining it with Social Media and Online videos
If you are unsure of how to go about branding your business, you should seriously think about using online videos as part of your branding strategy. They are a cost-effective way to reach audiences in their hundreds, thousands or millions. The numbers are not what matters most here. Because not everybody has the budget to broadcast their video during the Superbowl. What is crucial is how targeted your audience is, and this is where social media can give you the solution to reaching the right segment of people with your video.
It would be a huge mistake not to use social media videos as part of your branding strategy. Just take a look at the numbers Cisco published recently: Video content is shared 3.6 times more every year. In fact, it would currently take you around five million years to watch the amount of video content shared on social media pages each month. But don’t worry you don’t have to, As long as the right people watch it. Remember it is not just about the numbers.
How does this work for branding?
A short online video can explain, inform, educate, all whilst telling a compelling story. It will give your brand a personality, an attitude, make an emotional connection with viewers (even if they are not your current customers) and engage them in your discussion. And if your video strikes the right cord, it will be passed on and shared. I cannot think of a better way to get yourself out there.
Online videos are also a highly effective mean of communication between companies and their followers on social media. They keep your audience hooked and hopefully asking for more. Remember it is not about the hard-sell. People will turn off if you use video as an upfront sales tool because they most likely won’t appreciate being constantly bombarded with products, services and deals. They want the freedom to choose what they want and when they want it. The best your video can do is influence their future decisions. As humans, we are naturally more inclined towards meaningful conversations and discussions surrounding topical video posts. It is up to you to use that to your advantage.
Picture by Quinn Dombrowski, licensed under Creative Commons Attribution-ShareAlike 2.0 Generic (CC BY-SA 2.0)