Brand awareness and Video.
Is it time to use a fresh approach to push your business out there? Do people know who you are and what you do?
It is difficult for any small or medium sized business to compete with big budget companies when it comes to branding. But, I do not believe that has to be the way.
Brand awareness is about helping the public understand who you are and what your business does. Brand awareness takes time and investment. No company just becomes big. We may not have noticed their previous efforts at pushing their brand before. But all previous efforts combined will pay off.
New Technology is Good for Small Business
We may complain about the speed at which technology has taken off but it allows smaller businesses to create great brand awareness strategies on a reasonable budget, such as promo or explainer videos. All your videos have the potential to reach a worldwide audience.
Video as Part of Your Brand Awareness Strategy
Film / video are around now over one hundred years.
The history of film began in the 1890s, when motion picture cameras were invented and film production companies started to be established. Because of the limits of technology, films of the 1890s were under a minute long and until 1927 motion pictures were produced without sound.
The very first television ad appeared on July 1, 1941 during a baseball game on a local New York channel. The 10-second ad advertised Bulova watches and cost a mere four dollars; it completely revolutionized television! Due to the overwhelming success of the Bulova advertisement, other companies began to realize that they needed to jump on board with their marketing as well.
The Power of Video in Branding Today
Video is the most engaging medium to express a brands story, demonstrate a how-to guide, showcase a new product or educate your audience on changes within your company. One of the best brands at creating connection with their audience is John Lewis.
The John Lewis advert is telling a story, it’s not actually selling a product. Lots of parents can relate to the night before Christmas, constructing bikes, bunk beds or trampolines. When a business allows people to show them they understand how they might feel or what might be going on for them the business and view connect. It is this connection that creates strong brand awareness.
Annmarie Hanlon, a lecturer in marketing and operations at the University of Derby, said:
John Lewis is still going for the emotional angle but they have avoided a sad emotion because, this year, we’ve got lots of people feeling scared, worried and concerned, especially after Brexit and the US election, both of which have caused differences of opinion in families so suddenly we have this advert which has been centred around one child and a pet.
Britain is a nation of pet lovers; everybody has a cat or a dog or knows someone who does and can relate to the advert, which is fun, happy and entertaining.
This advert means that John Lewis has a wider share of the voice, people are tweeting #bouncebounce and #bustertheboxer already. It currently has fewer than 30,000 views but by this time tomorrow it will be in the millions. Before it even goes on television it is released to a fan base in YouTube, creating hype.
Tell Your Brands Story in 2017
I love video because of its high engagement, entertainment and absorption qualities. My mum always used the expression “glued to television” in a dismayed tone but I think it sums up the power of attraction of video. We get drawn in, told a story and we remember it. This is what businesses are trying to do all over the world, and why not. If you have a good story about your businesses origins or the length you are in business, why not share this with people. Video captures sound, emotion, and expresses visually without the viewer having to imagine. They can see and feel what you want to describe for them.