Video Marketing: How Video Helps You Build a Strong Brand Image

What do the most successful brands in the world, such as Microsoft, GE, and Starbucks, have in common? Apart from a pipeline of stellar products, of course? The answer is a strong brand image. 

When you come across an ad from a world-famous brand and check out their website or social feeds, you’ll see a consistent visual appearance that stands out. An image that will evoke feelings in you. Something you can easily recall after you close your eyes. 

So, whether you’re re-branding or just about to launch a new brand, if you want it to grow, you must make an impression with a unique message. And video is the most effective tool for that.

What is brand image?

Brand image is how customers actually see your brand. It is the essence of impressions, ideas, and beliefs formed in the minds of people based on their experiences and interactions with you.

The idea behind brand image is that customers not only buy a product – they buy an image along with the product. More specifically, the image that conveys how they would feel using the product.

And this is the reason businesses should do their best to make their brand image positive and unique.

The importance of brand image

What customers first see of your brand is its image. So, having a consistent one is a deal-breaker. 

People are different, so they may perceive your brand differently. Thus, you need to make sure that all your visuals from your logo to your latest video ad campaign answer the following questions:

What do you have to say?

Why people should listen to you?

Why are you different?

What’s in it for them?

This is what they’ll primarily remember about your brand: not your product itself alone but the message your brand image stands for. 

According to the Harvard Business Review, 64% of consumers interact with a brand because of shared values. Because of the message they like. So, if you want this message to capture and retain their attention, make sure you build it on visual signs because your customers will understand it more clearly and quickly than textual content only.

Brand image vs brand identity

Brand image and brand identity are quite similar, so it’s not surprising that they often get mixed up. 

Brand image is how your audience really perceives your brand. It has become reality and you can’t control it. On the other hand, brand identity is how you IDENTIFY your brand. You have full control over it.

Let's take a look at their definitions and perceptions:

Brand image

Definition

How your audience actually perceives your brand.

Perception

Customers’ perception of your brand.

Brand identity

Definition

How you want your audience to perceive your brand.

Perception

How you identify your brand.

How video can give rise to your brand image

Visuals dominate human communication: 

93% of our communication is visual.

90% of the information sent to the brain is also visual.

Therefore, with an established brand image through video, you can attract new audiences and convert more prospects into customers easily.

Here’s how:

#1 Video reflects professionalism

This medium is an essential tool for conveying an image of professionalism. And professionalism is a must-have for scaling your business.

Whether your brand tone of voice is fun, casual, or sassy, you must showcase that you’re an industry expert at all times. 

Present yourself professionally with beautifully produced videos that entice people. If your video is excellent, watching it your prospects will think,

“Wow! If they invested in creating such high-quality content, their product must be of high quality too”. 

#2 Video engages your audience

Video is the most engaging content type. So, whether you create an explainer video or a video ad, you can get emotional response among your audience like never before and that can help you build an image of a brand who truly understands its customers.

And the reason behind this idea is that video is…

Informative: you can spark audience interest by giving your customers all the information they need to know about your product.

Short: your message comes through because people tend to watch short video end-to-end.

Global: using video, you can reach every corner of the world with your message because human can decode any message through visuals and sound effects only.

#3 Video provides value

Video is a perfect tool for providing your audience with value.

If you educate them on topics that they are interested in, they will immediately feel that they’ve learned something, so they have become a little bit smarter. And they will likely follow you because they will know that they will know that you add something to their lives.

#4 Video helps you rank higher

The more traffic you get, the more authority you can build.

Video content drives 1200% more shares than textual content and images alone, so you can boost your visibility in search. And that massively helps you improve your brand image.

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Want to build a strong brand image? Hire us to create a stunning visual experience for you with video and let your brand grow.

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