How to Use Video for Powerful Brand Storytelling – Info Branding

Utilizing video for brand storytelling is an effective and engaging way to communicate your brand’s purpose, core values, and mission. A compelling video creates an experience that makes your message relevant in the hearts and minds of your audience, enticing them to engager further with your brand.

Here are some examples of different visual storytelling approaches a brand can take when creating a video strategy.

Narrative-Driven Videos

Sometimes it can be difficult for audiences to connect to the message of a brand. By creating a story that is relatable to you audience’s life, you create an opportunity for your audience to connect with your desired message and engage emotionally with the brand. We recently partnered with McGraw-Hill Education to develop a narrative-driven video advertisement, titled The Ones That Keep You up at Night, to promote their literacy product, FLEX Learning. The video resonates with educators and curriculum decision makers on an emotional level by capturing the everyday challenges of teachers and struggling students, while also communicating the importance of childhood literacy.

Promo Videos

Promotional videos are a great tool for generating hype and excitement around a brand and often feature fun animations, imagery, and/or b-roll with upbeat and energetic music. A great example of this type of video strategy is the Origo 2017 Holiday Promotion video , featuring custom-drawn animated characters to capture the movement of kindness and how it can spread from one person to another. This type of video strategy provided us with an exciting and creative visual strategy to demonstrate our organization’s passion for making a positive impact on the world.

Explainer Videos

This genre is a perfect choice for companies that want to use video for introductions, overviews, processes, and/or tutorials for products, services, or ideas. We recently partnered with MES, Inc. a global supply and chain management company,  to create a video that offers an engaging explanation of how they simplify the supply chain management process for customers.

Brand-Driven Videos

Brand-driven videos showcase your company’s value, mission, and culture through engaging testimonials, b-roll footage, and graphics. We often recommend that our partners use this type of tactic during the process of re-branding because it offers a concise and visually engaging way to re-introduce a brand to target audiences. For example, after establishing the overall brand for Heinzerling Community, we created a brand-driven video to help generate greater community awareness for the organization, helping to connect more families, donors, and community members to the wide range of services they offer to those with severe developmental disabilities.

Video Campaign

When communicating a story that has multiple messages and/or audiences, it can be effective to create a series of videos, also known as a video campaign. This type of content is specifically effective for engaging followers on social media platform because it is normally shorter and more consumable (between 15-30 seconds). Take Charge Ohio is a statewide campaign we developed with the Ohio Department of Health to educate prescribers and patients on safe pain management and medication practices. To help communicate our different audiences and messages, we created a series of motion-graphic videos to be shared on Facebook, Instagram, Snapchat, and YouTube, focusing on different campaign topics, such as “Harmless Sharing,” “Quick Fixes,” “Managing Pain Properly,” and “Storing and Disposing of Medications.”

Are you ready to explore how to best connect with your target audience with video storytelling? Drop us a line at solutions@origobranding.com to learn more.

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