“Success is not final, failure is not fatal: it is the courage to continue that counts.”
Video marketing is becoming more and more important to brands that want to succeed in sharing their brand message. Is not a matter of whether a brand creates video content but how well it does it?
The best video marketing departments and marketing individuals already know this. Every time they create new video content they raise the bar and create better video content. They deliver their core brand message in increasingly innovative ways that capture their audience’s attention.
“Strive not to be a success, but rather to be of value.”
At the core of any brand message is the customer value proposition. This is the reason why a customer should care about a brands service or product. If the brand message does not contain this information your video marketing will fail.
Before you create any video content ask yourself these 3 questions about your value proposition
1. How do you define it?
2.What way do your customers define it?
3.How does everybody else define it?
It is unlikely that all these views are aligned and you will need to figure out where the problems resides. It will probably mean you have to look at your customer and really understand “what makes them tick”, because it is only by understanding this that you will be in a position to create relevant video content.
Once you understand your customer and what your core brand message is, you can start your video marketing. You do however have to ensure brand consistency and make sure your video marketing consistent with all your other marketing. Make your storytelling is consistent across all mediums and social platforms.
People often forget to use elements of their visual branding in their video content such as brand colour schemes. Visual branding is an essential part of all brand marketing. Another important part of brand consistency is that your brand message is honest. A customer will easily spot any inconsistencies in your core brand message.
“It’s fine to celebrate success but it is more important to heed the lessons of failure. “
Video marketing is one of the best ways to deliver your core brand message. However like any other form of marketing it improves if included in a regular execution and review loop. Review all your video metrics and see what went well and what could be improved on in the next iteration.