Branding + Video

How to Create an Effective Brand Video

November 28, 2016

A brand is more than a logo. It’s your story. And stories have been around since the dawn of civilization. Whether in the form of caveman drawings, funny cat videos, or epic movies, stories draw us in and peak our interest.

What’s your company’s story? Why does it exist? Who does it exist for?

When you can answer those questions, you’ve defined your brand. And one of the best ways to share your brand, your story, is with video. Don’t worry, you won’t need a Hollywood studio to create effective video content. We’ll get to that later.

What should I feature in a brand video?

For many businesses, it’s tempting to focus on quality craftsmanship, the best ingredients, or fast and reliable service. Yes, those are important, but touting those features, no matter how true, echoes the claims of thousands of other businesses, including your competitors.

A good brand video will set you apart and convince the viewer that they can be the hero in the story, and that you can help them get there.

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Brand video samples

So, what’s the best way to engage, build loyalty, and increase sales? Here are a few real-life examples of how to create an emotional connection and go beyond the features and benefits of your product or service. Try to think of the interactions and stories of your own customers as you examine the following samples.

Legacy Furniture
A furniture company doesn’t just make quality lawn chairs, they create an opportunity to sit back and relax with your spouse while sipping a tall glass of lemonade. They create a conversation that leads to laughter, love, and a life free from the cares of this world.

YouTube video

Appalachian Running Company
A shoe store doesn’t sell shoes. They sell the idea that a grandma can start walking for exercise so she can build up her stamina to play with her grandchildren, take them to the park, and cre-ate memories to last a lifetime.

YouTube video

Kramer’s Piano Shop
A piano shop does more than tune pianos. It allows a blind 102-year-old woman who lives in a nursing home to entertain other residents once a week, and it gives her purpose and meaning. Her music brings joy to others around her and speaks to their souls.

YouTube video

Now, those are stories! In all of these examples, the product is not the hero; the person is.

Examine your own company and get at the core of what motivates people to want what you have to offer. Avoid the temptation to talk about your own brand, and talk about the people you help instead. Better yet, let them do the talking for you.

You can do this

A good brand video can show how your business or nonprofit is meeting a need in a way that no one else can.

When hiring someone to craft a video, and it is a craft, ask for samples of their work and how they go about interviewing and drawing out the content you need.

At Cross & Crown, we’ve got what it takes to do that for you, and our long list of satisfied clients, our heroes, can attest to that.

With our state-of-the-art equipment and caring and experienced crew, we’ll help you tell your story in a compelling and cost-effective way so that you can keep doing what you love… creating opportunities for others to tell theirs.

Connect with us today to talk through your next video project!

Cross & Crown

About Cross & Crown

Cross & Crown is a team of creatives who are passionate about solving problems through design and technology, taking what is there and making it better. Based in Chambersburg, PA, we strive to help educate, advocate, and thrive in a digital world.

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