STORY TOOLS
CREATING BRAND MOVIES THAT WORK
A well-structured telling of your brand story can set you apart from the competition, engage your clients, and create loyalty in ways that advertising can't buy, and the best way to tell your story today - is video.
Did you know:
Better content can drive traffic to a blog by up to 2,000% (OmniCore)
YouTube reaches more 18-49 year olds than the Top 10 Primetime Shows combined - and the 35 to 55 demographic is their fastest growing segment (YouTube)
Having a video thumbnail in the search results can double your search traffic (OmniCore)
96% of B2B businesses use video content to set themselves apart from the competition (ReelSEO)
Video content is 50 times more likely to drive organic search results than plain text (OmniCore)
70% of people who watch a testimonial video make a purchase based on that experience! (ReelSEO)
64% of online shoppers say that a video on social media helped them make their decision (OmniCore)
Yet only 9% of small businesses are on YouTube.
There's a real opportunity to get out in front of your market segment - even compete on a level playing field with the big boys.
Almost every business I talk to wants to use more video in their marketing - but they have no idea what those films should be about.
I hear it all the time:
“I know we need video – our competitors already have it, but, I really don’t know what to say - or do on camera!”
Sound familiar?
Brand movies have to be more than just an idea with some pretty pictures and graphics. They have to tell a story. They have to mean something – and achieve even more.
Each of the videos we're going to explore in Brand Movies That Work achieve all those objectives. Plus, they can be integrated across all your media platforms. In human speak that means - you can use the same content to enhance:
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your website
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social media
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an email blast
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blog posts
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a webcast ~ or streaming channel
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a trade show booth
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a sales pitch
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a Keynote/PowerPoint presentation
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even old school advertising
It's up to you!
HOW IT WORKS
Brand Movies That Work is a simple model based on a series of short films - that together create more value than the sum of their parts.
The films are divided into three categories that build on, and support each other, assuring that the investment you make in your story has the maximum impact and ROI.
The key is - while each video stands alone - telling its unique story, with its own plot and theme - it also exists in an overall structure telling a larger story about your brand. If you've ever seen popular TV shows like, Homeland, Killing Eve, or NCIS you'll recognize that while each episode tells its own complete story - they also fit into a "series mythology" - a larger narrative encompassing an entire season - or even the complete series. It's what keeps us watching - and binging - week after week. In other words - it's viral.
That same "series mythology" concept is the basis of this three tier plan to help you tell your brand stories - and engage your customers - in ways you've only imagined.
THE PLAN
The mistake most people make with brand movies is - failure to plan. Brand Movies That Work have to be part of a plan - a plan for the videos themselves - a marketing plan - and a plan for the success and profitability of your business.
For brand movies to achieve your objectives - they have to have a plan!
To build a house you draw up blueprints, and wiring diagrams. No one in their right mind is going to begin construction on a home without laying it all out on paper first. It's way too expensive.
Building a home is a good analogy. Much like a house there are three main elements to designing Brand Movies That Work - each built on and supporting the others.
To build your brand movie house you need:
• a foundation
• a living space
• a roof
This structure is critical, but in the end - it's only a structure – a support device for your unique content.
It’s what's inside that makes a house a home. The real value is in the things that have personal, genuine meaning - the people - the photos - grandmas antique writing desk - etc...
The same is true for Brand Movies That Work.
So - let's take a look inside.
THE FOUNDATION ~ MUST HAVE MOVIES!
The FOUNDATION COLLECTION of your brand movie house consists of two important films that I believe every brand must have as the basis of their media marketing plan. They are “Testimonial Videos” and “Brand Doctrines,” two distinct perspectives, designed to introduce your brand to new customers and deepen your connection with those you already have.
They work like this -
1.) The Testimonial Video
The “Testimonial Video” is your best customers - on camera - telling the world why they love your brand – in their own words.
It’s better than advertising – because it’s an authentic endorsement of you and your products.
It’s the kind of media money can’t buy.
Video is more effective than “block quote testimonials” because it's face to face communication, from people who took the time to share their feelings about you and your brand. Viewers can see the joy their eyes, hear the enthusiasm in their voices. It's a level of authenticity you can't buy at any price.
Research shows that 70% of potential customers who watch a testimonial video - make a purchase based on that experience. (I know of at least one business, that’s converting 3 out of 4 views into sales.)
2.) The Brand Doctrine
A Brand Doctrine is a short, inspirational telling of your brand mission, and the people who bring it to life. It consists of a handful of carefully crafted sentences and images about who you are – what you do – and why it matters.
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It's your team, sharing your vision and beliefs about your mission!
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It's a unique, personal and emotionally engaging look at what you do!
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It's a look at your brand through different eyes!
Brand Doctrines are about benefits - what your customers buy as opposed to what you sell.
A website can sell you an airline ticket and a hotel room on Maui - that's the sale. What the customer is actually buying is - paradise, escape, and priceless family memories.
Brand Doctrines are a personal, authentic look at what you do - and the quickest, most effective way to draw in new clients and keep existing customers committed.
If you have only two movies supporting your brand – make them a “Testimonial Video” and a “Brand Doctrine.”
And they don’t have to be expensive. A professional Testimonial Video starts at around $800. (You have to provide the customers!)
THE LIVING SPACE ~ KEEPING ‘EM INTERESTED
The second collection of brand movies centers on the “living space” in our imaginary house. If the foundation movies introduce you to new customers and inspire those you already have – The LIVING SPACE COLLECTION is the next step – where customers look when they want to know more.
Living Space Movies - as the name suggests - focus on where, and how, you and your staff spend their day to day work lives.
This is your opportunity to educate and enlighten the public about your brand - and why they should choose you over the competition. Living Space Movies are a great place to offer added value - and create good will.
They can include:
- Explainer Videos - How you do, what you do.
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DIY – product demonstrations and tutorials featuring your brand doing what it does best – in your unique way. 65% of us are visual learners (Forbes)
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Highlights and Benefits – your brand in action - enhancing the lives of your customers and the community at large.
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Staff Profiles – chances are someone on your team is a talented musician, or novelist – or spends every free weekend involved in charity work. Share their stories with your clientele. The better your customers know you, the more loyal they’ll become.
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Client Profiles – a one on one conversation with your most interesting customers. They’ll share it with everyone they know!
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Special Events – Highlights from a sales conference, a charity run, that new marketing campaign – even a sale!
You can do Living Space Movies every day – every week - or a couple of times a year. It’s all about how much you and your customers need to stay engaged. For a segment of your customer base, the more you do the more they'll want!
THE ROOFTOP ~ A PLACE TO SHOUT
You’ve probably guessed by now that the third and final piece – is the roof. Films in the ROOFTOP COLLECTION are rare – maybe a couple of times a year.
Simply put these are the exciting events you want to shout from the rooftop. They celebrate your success and the impact your brand has on the world.
For example:
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Your brand wins a major award!
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Your team banded together to create positive change in the community.
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You discovered new social and/or market trends that affect your brand, your industry and your clientele!
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A new Brand Doctrine, Special Event piece, or a particularly moving Staff Profile could crossover into the Rooftop Collection - creating twice the impact.
Rooftop Films are a great opportunity to share life affirming moments about the people who make your brand great. During the closing credits of every Pixar film – they list all the babies born to staffers during the making of the movie. It shows everyone how much they value their employees - which, in turn, makes the audience like the brand as much as they liked the movie.
Rooftop Films are broad and on a grand scale, singing your praises, tugging at the heartstrings. In short, they soar! They’re the musical theater of brand movies.
The “One Shining Moment” video at the end of the final four is a great example of a rooftop movie. It’s one of the most anticipated moments of any sporting season – helping make the NCAA basketball tournament one of the top three most watched - and profitable - sporting events year after year.
In practice, "One Shining Moment" is a simple highlight reel, a montage of the best basketball plays from that year’s NCAA tournament. On screen – cut to music - it flies! It’s a slo-motion ballet of fast breaks, blocked shots, and slam dunks! And even the most die hard, ultra-masculine, basketball fans can get a little weepy watching it!
You can do the same thing for your brand.
IT'S THAT EASY
The house is finished! Okay, if you own a home you know - all too well - that the house is never finished! We've built a well-established foundation, we have a living space and a rooftop to shout from.
Each individual piece tells a unique story - while creating an overall "mythology" about you, your team and your brand, connecting you on a personal, authentic level with the people who keep you going - making you the hero in the eyes of your customers.
Happy movie making!