Humanize Your Brand Perception with Video
Brand perception plays a critical role when you’re selling a product or service that a consumer typically has to be sold on as opposed to something they would purchase on their own. There’s usually some type of human interaction that takes place during the sales process.
Whether it’s on the phone, in-person at your Denver office or at a networking event, it’s often those human-to-human (H2H) touch points that will ultimately shape the perception of your brand in a consumer’s mind and determine if you get the purchase order or contract. Regardless if it's a product introduction video or a customer testimonial video, when you add video to the marketing mix you can create virtual H2H touch points.
When you incorporate video marketing into the big picture, you'll have the power to literally “Humanize Your Brand” and create emotional bonds with online prospects that will ultimately accelerate the trust building process. This is all done by simply showing viewers the real people behind your products and services and the loyal customers and business partners that trust your brand.
How Video Helps Shape Brand Perception
- Visualizes your brand story
- Reinforces your value proposition
- Humanizes your brand
- Establishes virtual trust
- Positions you as a leader
- Improves your websites UX
Producing A Corporate Video that Build Brand Trust
One of the biggest opportunities corporate video brings to digital marketers is the ability to create content that allows online prospects to truly visualize who your company or organization is from a human perspective. When you put real faces in front of the camera you’re providing transparency, establishing familiarity and building trust. Here’s some ways to help humanize your brand when creating video content.
- Use real people – There’s usually two approaches to this and we prefer a hybrid model that allows for both, depending on the video and it’s intended audience. In many cases, companies will seek out an internal spokesperson that has good camera presence. This approach is great for super high-level messaging, blog post teasers, and general company or product introduction videos, but not always the best when trying to build technical credibility. The other approach is to use the individual or individuals in your company that are the knowledge experts on a given product, technology or the topic your trying to communicate. This is our preferred approach because it tends to be perceived as more credible, especially when producing a product focused video. This can be challenging because some people simply don’t like to be in front of the camera which the camera can easily pick-up. Fortunately, people can be coached and trained on how to best present themselves, and honestly, that unique quirkiness that frightens the person on camera actually tend to create a more genuine sense of credibility.
- Communicate a story – No matter what marketing medium your using to communicate your brand message or value proposition, you always want to tell a story that engages and informs. If you’re producing a testimonial video, always introduce the customer or partner and their business fist. Then jump into the benefits of your solution or service and explain how it helped your customer. This will create a frame of reference and will help the viewer better relate to the content on both a business and emotional level.
- Shoot on-site – We have already mentioned that viewers want to see real faces on camera so why not take it one step further and shoot on-site. Filming your video at the actual site of where you or your customers do business during the video production process can create an even deeper sense of trust. How? Because in the event that at some point in your sales process your prospect has to visit your Denver office or facility you’re setting the customer experience and perceived expectations up front. Afraid your office won’t look good on camera? That’s fair, It’s always best to prep and stage the area where you’ll actually be shooting, and at the end of the day it doesn't really matter, just ask your current install base customers.
- Create personalized content – Putting real faces in front of the camera and shooting on-site are great for humanizing your brand, but if you want to take it one step further and really build strong relationships with your customers and partners, personalized video content is the way to go. One example would be that instead of sending your partners a canned email informing them about the new quarterly marketing resources, send them a video email, with a personalized video message from their channel manager. At the very least you’ll increase your open rates just by simply adding a video and calling it out in the subject line.
When you humanize your brand with video, you can truly elevate your company culture to the surface, immediately establish familiarity and start building trust with your prospects. Just remember, that when your using real employees who aren’t trained actors, preparation is critical.