How to Establish Your Unique Brand Voice With Video
Ask any entrepreneur and they will tell you how important branding is for businesses large or small. Your brand is what distinguishes your business from competitors and it’s how your customers recognize you.
But what about your “brand voice”?
Your brand voice is the unique tone that your business uses to stand out. When customers hear your business name, it’s the first thing that pops into their heads.
But the question on every business owner’s mind is – how to create a consistent and differentiated brand voice?
The answer is simple: video marketing.
Video marketing is an opportunity to establish your brand voice for your business, establish trust, and win over customers. Keep reading to learn how.
Video Marketing
Perhaps you’ve noticed the significant upward trend in video content over the past few years. In a recent report, Hubspot states 85% of businesspeople now use video as a marketing tool. That’s up from 61% just five years ago.
More importantly, 99% of businesses that start using video content do so again the following year. Once your video marketing strategy is in action, the results speak for themselves.
That is – if you are using video marketing correctly. Video can give your brand voice a boost, but it is not an easy medium to master. If you want to get the most out of your video marketing, you’ll need to tread carefully and keep a few things in mind.
What Is Brand Voice?
Band voice is the essence of your business. It’s the tone and manner in which you connect with your employees, investors, and customers. Your brand voice puts a personal feel on your company.
Your brand voice is what your audience hears when they think of your company name. Here are a few examples.
Target’s brand voice is upbeat, positive, and playful. Just check out this commercial.
Harley Davidson’s brand voice is bold, somewhat aggressive, and has a badass feel to it. This is the attitude they want you to feel when you step on a Harley or see one go down the street.
Old Spice has a funny and entertaining brand voice that is meant to appeal to a younger crowd. It works for their audience, but don’t think that you have to be funny in your video marketing. There are lots of entertaining videos that are good without being funny.
How to Create Your Brand Voice
There are a number of different ways to establish your brand’s unique brand voice. Below are some questions you should ask to determine the voice you want to create.
- What are the benefits of your brand to the consumer?
- Who is your target audience?
- What does their voice sound like?
- How do your consumers view your brand?
- How do you want your brand to make your consumers feel?
A luxury wine brand may want to focus on elegance and exclusivity whereas a sports drink may focus on wellness and inspiration.
In order for your brand voice to be effective, you should use it consistently throughout all of your communications including your tagline, logo, marketing materials, website, social media, how you respond to emails, and speeches or presentations. How your business talks to each of your audiences – think investors, customers, employees – builds your brand voice.
Showcase Your Brand Voice With Video
One of the best ways to showcase your brand voice is through video. Video content allows people to experience your brand. It’s personal and relatable. Use video to show your brand through faces, voices, and stories.
Video is your brand voice in action.
When building your brand voice with video you want to have a number of videos to show that your brand is well rounded. Always keep the tone of the videos consistent to maintain your company’s personality.
Shome of the types of videos you can use for your business include:
- Client testimonials
- How-to videos
- Vlogs
- Brand videos
- About us videos
- Employee training videos
The more content you develop with a consistent brand voice the more people will start to notice it and associate your brand with that personality.
Quality Over Quantity
I understand if you’re all fired up and ready to jump headfirst into creating awesome video content. Just remember, people are bombarded every day with video content. Every minute 300 hours of video content is uploaded to YouTube. If you’re going to cut through the clutter you are going to need top-notch video content.
Hootsuite has published this helpful guide so you will know what type of video formats and qualities work best on each platform, but your content will need to be much more than just a high number of pixels and excellent composition.
You need to make videos that will stick with people after they watch them. Videos that they will want to watch again and share with their friends. Part of the reason they will keep coming back is your brand voice.
A good video does four things. It says 1. who you are (branding), 2. why you exist (value), 3. How can your audience relate (call-to-action) and 4. how they can further interact with your brand (social sphere).
Use a Spokesperson
Videos can also help put a literal face on your brand. Having a consistent face or voiceover in your videos helps consumers better recognize your brand.
After a while that person becomes relatable and they start to trust that person they see on the screen. As soon as they see the spokesperson come on they know they are going to hear about your business. Use a spokesperson to establish your brand voice and have the person become a part of the personality of your company as well.
You don’t need to hire a professional spokesperson (although you can if you want). I can recommend a few great on-camera spokespeople if you are interested in working with one. But you can always start off with a well-spoken person who works at your company.
Try Live Streaming
After your spokesperson for your company feels a little more comfortable on camera give live streaming a try. Live streaming is absolutely crucial in today’s instant gratification world. Live video campaigns attract customers and build brand loyalty over time.
Be sure to maintain your consistent brand voice even during your live stream. This shows your audience that your brand voice is real and not just a show that you turn on or off. When you live stream you add authenticity to your brand.
It feels real because there isn’t any production that takes place after the video is shot. The same can be applied to vlogging. Live streaming is a great way to speak with your audiences and get instant feedback from your viewers.
Get Started With Video Marketing Today
No two companies are going to have the exact same brand voice, just like no two companies are going to produce the exact same video content. However, following a free of these guidelines will help you establish your brand voice and create effective video content for your business.
2021 is going to be a year full of video content. If your company isn’t producing video content yet but would like to start, schedule a free 15-minute consultation, and let’s talk.
