ZARZA We are Zarza, the prestigious firm behind major projects in information technology.
Listen "Capture Your Brand Anthem with Video"
Episode Synopsis
“Do you have videos? Videos are the best! Oh you’ve got to have videos,” … said every SEO and marketing guy ever.
For the most part, and in a world that’s increasingly defined by phone screens, video uploads, and short, watchable content, I’m on board with that.
Of course, I’m not talking about tapping your inner Hollywood director and going wildly off color—if you’re a highly-ranked law firm with a long standing reputation, would you really run a cheesy, late night T.V. commercial?
Or if you’re a no-nonsense wholesale store, do you really want to post Tik Tok videos with customers getting their twerk on? Maybe you do… but I digress.
Having made the case that every brand should be telling its remarkable story in the form of a potent brand anthem, I will say that video, more than any other mass media or medium, captures that anthem in a shareable, authentic way.
More to the point, and remembering that your remarkable brand identity boils down to you, video far surpasses written copy, visuals, or even audio as a way to show your authentic self. Provided it’s done well, and built on the truth of your brand story.
Keep reading and I’ll gladly tell you why.
https://youtu.be/qtfnej5C4pQ
Brand Video Taps the Senses
Why are videos so effective? A short answer is that they tap into two of the most important senses people have—hearing and sight—at the exact same time. When it’s done correctly, (and you don’t need $30,000 cameras to do that), video weaves sight and sound together in a seamless, memorable way.
That being said, I will say that at least half of a video’s effectiveness is actually the sound. Being able to hear someone speak without interference, or choosing the right music track to go behind the visuals might be just as important as what people see when they watch your video. Recording garbage audio usually makes for a terrible video, even if you’ve got A-list actors, perfect lighting, and so on.
Of course the visuals are important—I’m not talking about radio shows or podcasts. Video is, of course, visually moving, unlike still graphics and illustration. As such, the visual, even in the old time, black and white motion picture sense, is stirring.
If we think of brand video as a trifecta that brings our senses together, its elements would be visual, audio, …and the story expressed through both of those things.
More on Brand Story
You might have a great video. Killer sound, a visually compelling subject that captures the eyes with style and color… but if you’re completely missing the final element of storytelling, you probably won’t be holding anyone’s attention spans.
On that note, they’re increasingly short and getting shorter by the day.
More than written content, visuals, or even audio in isolation, a video with a story packages all those elements together in a way that quickly gets someone’s attention and then keeps it long enough for you to show your brand anthem.
What’s in a brand story?
I talked more about this in previous articles, but here’s a recap. In your own brand story, you’re not the hero. Rather, your customer or client is the hero, and you’re the guide, the one making the difference that enables the hero to achieve their goal and make the world a better place.
When you set to making that Oscar-worthy brand video, remember this template: hero, (your client), guide (your brand), the hero’s problem, and solution.
The solution, the thing that solves the hero’s problem and enables them to cross the finish line, is what you offer: your benefits, what you deliver, and what makes it unique and suited to the hero.
On a deeper level, it’s also the benefits you (through the hero) deliver to others at the end of the story. What’s the difference that you, as a guide, make in your hero’s world? In the broader world for your customers and your clients? Framing your video’s message and any marketing content within a story makes things crystal clear for ...
For the most part, and in a world that’s increasingly defined by phone screens, video uploads, and short, watchable content, I’m on board with that.
Of course, I’m not talking about tapping your inner Hollywood director and going wildly off color—if you’re a highly-ranked law firm with a long standing reputation, would you really run a cheesy, late night T.V. commercial?
Or if you’re a no-nonsense wholesale store, do you really want to post Tik Tok videos with customers getting their twerk on? Maybe you do… but I digress.
Having made the case that every brand should be telling its remarkable story in the form of a potent brand anthem, I will say that video, more than any other mass media or medium, captures that anthem in a shareable, authentic way.
More to the point, and remembering that your remarkable brand identity boils down to you, video far surpasses written copy, visuals, or even audio as a way to show your authentic self. Provided it’s done well, and built on the truth of your brand story.
Keep reading and I’ll gladly tell you why.
https://youtu.be/qtfnej5C4pQ
Brand Video Taps the Senses
Why are videos so effective? A short answer is that they tap into two of the most important senses people have—hearing and sight—at the exact same time. When it’s done correctly, (and you don’t need $30,000 cameras to do that), video weaves sight and sound together in a seamless, memorable way.
That being said, I will say that at least half of a video’s effectiveness is actually the sound. Being able to hear someone speak without interference, or choosing the right music track to go behind the visuals might be just as important as what people see when they watch your video. Recording garbage audio usually makes for a terrible video, even if you’ve got A-list actors, perfect lighting, and so on.
Of course the visuals are important—I’m not talking about radio shows or podcasts. Video is, of course, visually moving, unlike still graphics and illustration. As such, the visual, even in the old time, black and white motion picture sense, is stirring.
If we think of brand video as a trifecta that brings our senses together, its elements would be visual, audio, …and the story expressed through both of those things.
More on Brand Story
You might have a great video. Killer sound, a visually compelling subject that captures the eyes with style and color… but if you’re completely missing the final element of storytelling, you probably won’t be holding anyone’s attention spans.
On that note, they’re increasingly short and getting shorter by the day.
More than written content, visuals, or even audio in isolation, a video with a story packages all those elements together in a way that quickly gets someone’s attention and then keeps it long enough for you to show your brand anthem.
What’s in a brand story?
I talked more about this in previous articles, but here’s a recap. In your own brand story, you’re not the hero. Rather, your customer or client is the hero, and you’re the guide, the one making the difference that enables the hero to achieve their goal and make the world a better place.
When you set to making that Oscar-worthy brand video, remember this template: hero, (your client), guide (your brand), the hero’s problem, and solution.
The solution, the thing that solves the hero’s problem and enables them to cross the finish line, is what you offer: your benefits, what you deliver, and what makes it unique and suited to the hero.
On a deeper level, it’s also the benefits you (through the hero) deliver to others at the end of the story. What’s the difference that you, as a guide, make in your hero’s world? In the broader world for your customers and your clients? Framing your video’s message and any marketing content within a story makes things crystal clear for ...
More episodes of the podcast Resoundcast - the branding podcast from Resound, a creative agency
Build Your Brand Anthem from Story
15/02/2023
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