We’re always taught not to judge others. Unfortunately, this tends to be nearly impossible (you know what I mean if you’ve ever really tried). Businesses are not exempt from the unceasing measuring and impressions of individuals who come across their brand. In the same way, that your morning barista interprets who you are by how you present yourself, video production is a key insight into a company, spelling out exactly who the brand is and why anyone should care.
Here’s our expert insight into how video production impacts branding and how you can harness the power of storytelling to transform or reinforce customers’ interpretations of your company today.
WHAT IS VIDEO PRODUCTION?
Video production can be defined as the process of making video content, but it is so much more. Brands need to relate to their customers: inspire them, call them to action, and gain their trust. Video production is an effective way a company can communicate with its customers through that brand using visual storytelling.
THE CROSSROAD OF STORIES AND BRANDING
Storytelling is the most helpful method for gaining attention, interest, and followers. As humans, we are naturally wired to think in terms of a narrative – our lives are usually thought of conceptually as stories with a beginning and an end. We are constantly ‘turning the page’ or starting a ‘new chapter.’ Sports, news, and business are interesting to us, sure, but not as much without the story of an underdog to root for, a breaking news story with a relatable character from your community, or a mission and story of why the founders made the company in the first place.
Stories matter to us as humans; they’re a part of who we are and are how we’ve passed on information and memories for thousands of years. When it comes to a company that an individual is considering doing business with, the company’s story will be at the core of that decision-making, whether the individual is conscious of it or not.
The story of a company should be at the center of its identity and, therefore, at the core of its branding. A brand is the name given to a product or service, but how can it also tell a story?
The answer is that a company’s story should be leveraged whenever that brand is represented in the public sphere.
For example, a brand helps tell the company’s story by:
- The time and place it is marketed
- The means/medium in which it is marketed
- Sharing the origins and purpose of the company
- The themes and values it promotes
- Representing the company’s mission and goals
All together, branding directly influences the interpretation of a company.
THE POWER OF VIDEO PRODUCTION ON BRANDING
If branding has a direct impact on the interpretation of a company, video production, and visual storytelling are a direct influence on branding.
Video production allows the company to tell its story indirectly with its themes and values or even directly with a short narrative. Branding represents the company’s story, and video production is simply a medium for telling it.
For example, one story may be told orally, in a book, or a song. Similarly, a brand and a company’s story can be told through various mediums, with video production perhaps being the most potent form. It can evoke certain emotions, pull on the heartstrings of visual and auditory senses, and convey a message without saying a single word.
Video connects to humans holistically in a way that other mediums can’t achieve, and it can help achieve Meta Eumythos for your company’s story. Meta Eumythos is a Greek term meaning ‘the end of a good story’ for the emotion we all have when reaching the end of an emotionally stirring story – satisfaction, joy, and a slight sense of loss upon completion. If a company’s story can achieve meta mythos in the hearts of its customers, the sense of connection to the corresponding brand will undoubtedly reach new heights. Leveraging the power of visual storytelling to evoke the strongest possible bond is the unique superpower of video production and is core to its impact on branding.
There is research to verify our claims above! The power of storytelling and video production for branding is stronger. According to 2022 studies conducted by Wyzowl, Oberlo, OptinMonster, and Wordstream:
- 88% of people say a brand video convinced them to buy a product or service.
- 90% of consumers say video has helped them make buying decisions.
- 64% of consumers report that product videos make them more likely to buy the product.
- 81% of marketers say video has directly helped them increase sales.
- Video marketers report 66% more qualified leads and a 54% increase in brand awareness.
- Video marketers experience 49% faster revenue growth than competitors not using video.
- Ad message retention for videos is 95% compared to 10% for print messaging.
VIDEO PRODUCTION AND BRANDING THE OTHERWORLDLY WAY
Yes, it’s a lot to take in – especially when you begin contemplating all the excellent storytelling opportunities of your brand! Our form of visual storytelling has benefitted brands all around the globe. Each of our satisfied clients shows how, with a bit of love for stories and a dash of skill to create thought, emotion, and connection through original, technical video art forms, the potential to impact your customers and brand has never been more achievable.
ON YOUR MARK; GET SET; GO!
The benefits of video production and its impact on branding are substantial and truly undeniable. So, what’s keeping you from inspiring the hearts of your current and future customers today?
If you’ve learned a thing or two about the power of visual storytelling, the next step is to take action. Video production can transform your brand and reinvigorate its ability to reach and influence the market, and the experts at Otherworldly are here to lead the way. Don’t be shy! Drop a line to our professionals with your current plans (and hopes and dreams), and we’ll start changing the world together.