Whether you believe it or not, brands can sometimes lose their ability to communicate with their customers effectively. There are instances wherein brands know what to say, but they can’t express it in a way that resonates well with their target audience. This is the reason why brand messaging matters, especially in video production.
It is essential to know that your brand messaging is more than just the products and services that you are offering. Your brand message should primarily focus on:
- Shared values
- Brand consistency
- Brand identity
In other words, brand messaging should cover the key elements of your business that helps consumers connect with your brand in a more personal way. While this can be challenging, doing so is not impossible to do.
Always keep in mind that branding starts from within, and that includes your company’s culture, vision and mission statement, and value propositions. Therefore, if you want to deliver your brand message to your viewers successfully, make sure to include such elements in your videos.
Here’s a quick overview:
Your mission statement is a simple description that refers to the “why” of your company. In other words, why are you doing what you are doing? Studies reveal that brands resonate more with people when they present their purpose through their marketing videos. You can capitalize on this, especially if you want to build a connection with your target customers.
A vision statement is a straightforward, visionary declaration that defines the ultimate objective on what you hope to achieve. To simply put it, where is your business going? Sharing your vision through your videos can help your viewers understand your brand message. Maybe some of them even have the same goal as you.
Value propositions are brief sentences that describe what your brand can offer to your customers — or what is the importance of your business or service is to your audience. Keep in mind that you should have more than one, because if you have several consumer groups, you may have specific value propositions for each of them. Pointing them out in your videos is one way to build a connection with your target consumers.
Aside from the visual demonstration of your product or services, showcasing your brand message is also incredibly important in video production.