How To Build an Authentic Brand with Video Content
Image via Noble Bison Productions - “Ironclad Strength & Conditioning”
Video content is reportedly a consumer's favorite medium to see from a brand. It is proven to boost engagement, brand awareness, sales, and more, but how does one produce video content around their brand that doesn’t feel so… market-y? One way is to create humanizing brand content by being authentic with your audience (i.e. clients, customers, users, fans).
“Humanizing” your brand is like building a friendship, and that is exactly how you should approach it. The aim is to establish genuine, long-term relationships with your audience versus selling to faceless numbers. Create a two-way street where you communicate and learn from one another openly. People bond with people, not corporations.
Video is captivating because it appeals to many of our senses. It lends favor to building tone and rapport, which is why it is such a great medium for building an authentic brand. It is important to consider your style or approach and how that builds onto your brand. Whatever that looks like as it relates to your brand is OK, just make it your own. Now, let’s explore some video content opportunities that will help you build an authentic brand.
Social Live Stream
Live streaming on your socials is at the top of the list because it is extremely raw. It is probably the most “authentic” form of video content in that there is no music swaying the viewer, no jump cuts or fancy edits – just you. Live streaming strips away the production and leaves you and your viewers with unfiltered communication. It’s a strong approach to building relationships right off the bat.
Q&A
Give a live demo in your own voice
Do an equipment or workspace walkthrough
Show your process of something
Ask questions/get feedback
Share company story
Consistency will build more trust and reliability. If you say you will go live every Tuesday, make sure you do.
Vlogs
While vlogs are edited, they still have this home video resonance to them, feeling very personal to whoever is filming. Keep this in mind when brainstorming content ideas. What may seem mundane and every day to you could be interesting to your viewers. What would you want to see in a video from your favorite brand? Think about how you could bring your audience along for something unique to you or your industry.
Show your experience at trade shows, conventions, etc.
Take a field trip to where it all began
Share a routine
Tell stories about your experiences and hardships
Film travels
Practices that make you better at your craft
It shouldn’t necessarily feel like hard work because it’s content about you and your brand. Again, your goal is to be sincere with your audience.
Behind The Scenes
Behind the Scenes videos are typically assigned to a certain project, but this can also include showing various backsides of your business. As a consumer, it is interesting to see how something you appreciate operates or comes together into its final piece.
BTS music videos or photoshoots
BTS of an event, retreat, or conference
Do a walkthrough of where your product is made or designed
Introduce who makes your product or delivers your services
Inform/show how a side of your business operates
Educate consumers on the sourcing of materials or goods
Lastly, a few pointers to consider. Be mindful of what social platforms work best for your industry and content. Vlogs and BTS are commonly shared on longer format platforms like YouTube but can be a great addition to any traditional blog. If your brand doesn’t have a YouTube channel yet, make sure it’s the right fit first. Audio and video quality are essential to video, especially YouTube uploads. Your message will quickly get lost in poor quality. With live streams mostly done on phones today, be certain you have a good connection and clear audio.
Video content comes in many shapes and sizes, as it should, so just make it your own. Be yourself! It will be worth it, as it is quite a rewarding process to grown your brand by connecting with your people.
Do you need help creating authentic content for your brand or organization?
NOBLE BISON PRODUCTIONS