We’re lucky to have a brand building expert like Prophet as a client, and I’ve learned a lot from them. Every shoot is like a mini-session on the subject. It has allowed me to look at top companies and get a better understanding of how they’re using video.
The first thing I’ve learned, and the one I’d like to focus on here, is the simple fact that top brands use video. Whether it’s a name brand everyone knows, or a small brand in a niche market. They’re using video to better their brands, and you can too.
Video is amazing because it works for three important things you need to establish a quality brand.
A brand can’t stay in business much less become a household name if customers don’t know about it. Video shines a light on a brand.
Video can be used to launch a new business, product, or service. Video gets people’s attention. And in today’s social world, video becomes something they can share with their friends, family, and colleagues.
It’s one thing to write about a brand or talk about a brand. It’s something altogether more powerful to be able to show someone something about a brand.
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One of the best attributes of video is how it can help build trust. Trust in people, trust in brands, the more videos a person watches about a business, the more they’ll begin to trust it.
Why? Because video is personal. These aren’t words on a page, video provides thoughts and ideas expresses by real people. Viewers are able to build a connection with those people, helping them feel good about the company.
Couple that with a good customer experience and you have trust.
Once people are aware and trust the brand, video is a great way to keep them feeling good about the brand. Video reassures their feelings.
New products, new services, community outreach… they’re all ripe areas for videos that keep customers interested and feeling loyal to the brand.
Apple does this. They use videos to perfection. Videos that make customers aware of new products. Videos that build trust in those products and ultimately maintain the brand and build loyalty.
But it’s not just mega brands like Apple. DollarShaveClub.com started with a single video to create awareness. It was so successful it launched the company into a real competition with industry giants like Gillette and Schick.
That’s what we can all learn from top brands. Video works, no matter how big the brand.