• Pablo Peña

Five steps to make a Brand Video


Illustration for corporate brand video production guidelines
Follow these steps to produce a Brand Video

A brand video is a type of video that takes people from knowing nothing about your business to knowing who you are and how to buy from you.

Here are some proven steps you can follow to create the different sections that make your brand video.

Business woman corporate brand video production
Start the Brand video talking about your customer's problems
  • Step One. Open with “the problem”. Your customer has landed on your website for a reason. Why are they there? The most likely reason is that they are dealing with a problem they have right now. They are using Internet search engines to find a solution. Then you should start your video by talking about that problem. You should elaborate on the situation, where they are now to where they would like to be if they had the problem solved.

  • Step 2. Present your product or service as the solution to their problem. Now they know they are in the right place and that you know what their trouble is. At this moment they are ready to listen to what you have to offer. Present your offer from their perspective. The prospects are not concerned with your problems or how you are going to deliver. They just care about what you have to offer and what it will bring to them as an outcome. What are they going to get if they choose to buy from you?

  • Step 3. Outline 3 to 5 key points. What do they need to know to buy from you? Keep it simple. Use bullet points. Consider any doubts and concerns they may have and handle these with key points related to your business. These key points may be related to your expertise, your experience, your fees, or how easy it is to work with you.

Image to emphasize the importance of client testimonials
Use testimonials in your videos
  • Step 4. Social proof. This step deals with the reassurance potential new customers need when making the decision to work with you. The best way to do this is to show testimonials from past and current, satisfied customers and clients. The testimonials mention what they enjoy about your services and the outcome they got. In this manner you show your potential new clients that you are a serious, reliable business. If for some reason you do not have a testimonial, then show videos of your products or services being used. Show how it works. Of course, whenever you make a testimonial video, be sure to only make truthful statements about what your product or service does. Never lie.

  • Step 5. The call to action. The goal of your video is to lead your potential new clients to take one single action. This means that at the end of your video you ask your audience to do something specific, if they wish to connect with you. For some businesses this could be a “buy now”. For others, the call to action may be to make a phone call or “join us in our online social network”. Be clear about what action you want your prospects to take.

There you have five steps you can follow when you want a brand video. Each step should represent around a minute and a half to two minutes of video time.

If you make each section longer than that, cut out some parts and keep only the clear, concise key points for each section.

If you need some professional help to prepare and produce a brand video for your firm or organization, please feel free to contact us. At SmartCuts, we have many years of experience in the production of brand videos for large/medium size organizations and firms in Switzerland. We will be pleased to help you out.

This post is based on guidelines given by marketing video expert Amanda Horvath

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