Creative Brand Storytelling Video: Speaking In Your Brand Voice
This article was updated on 11/17/2024
What is Brand Storytelling?
Brand storytelling is the art of weaving a narrative that encapsulates your brand’s values, mission, and personality. It’s more than just marketing; it’s about creating a connection with your target audience on a deeper, emotional level. This connection makes your brand more relatable and memorable, setting you apart in a crowded marketplace. Whether through video storytelling, social media, or content marketing, sharing your brand’s story helps build trust and establish a unique identity. By consistently conveying your brand’s story, you can differentiate yourself from competitors and create a lasting impression on your audience.
Benefits of Brand Storytelling
Incorporating brand storytelling into your marketing strategy offers a multitude of benefits.
- Increased Brand Awareness and Recognition: A compelling brand story makes your brand more recognizable and memorable.
- Emotional Connection with the Target Audience: Stories evoke emotions, helping to build a deeper connection with your audience.
- Differentiation from Competitors: A unique brand story sets you apart from others in your industry. Including having a video when they don’t.
- Improved Brand Loyalty and Retention: Engaging stories foster loyalty and encourage repeat business.
- Enhanced Brand Reputation and Credibility: Authentic storytelling builds trust and credibility with your audience.
- Increased Engagement and Conversion Rates: Stories captivate audiences, leading to higher engagement and conversion rates.
By leveraging brand storytelling, businesses can create a powerful and lasting impact, establishing a strong brand identity that resonates with their audience.
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Stand Out From Your Competition
Strong brands don’t lead with products or services—they share their stories. Brands that stand out from the competition are set apart because of their own research and work. They stand out because they are sharing their story in a way that’s accesible to everyone.
Creative brand storytelling only becomes an art when the storyteller creates meaningful, emotional connections. This happens by activating feelings living inside the audience receiving the message. It creates a human, emotional connection. The real challenge for a brand is not to be “better” than the competition. Instead, it’s about bettering themselves by thinking beyond their own products or services. Creative brand storytelling identifies the strongest, most meaningful bonds formed with customers.
That’s where inspiration is born. So are you inspiring anyone with your brand’s story? Consider using a brand story video to convey your brand’s message, identity, and values effectively.
Every Story Has a Beginning
The moment a customer hears your company’s name, your brand story begins. It continues to unfold as they see your logo, visit your website, and immerse themselves in the content you share with the world. At that point, impressions start forming, and your brand identity takes shape.
Cohesive and consistent messaging is what makes your brand recognizable. It’s why legally blind people can identify a Coke can without their glasses and why driving past the golden arches triggers either nostalgia or the urge to scavenge a few bucks for a cheeseburger.
Every piece of content influences how your audience sees your brand—there are no “delete” buttons for eyes and ears. Profound messages, whether good or bad, leave lasting impressions that are hard to forget.
Social media and content marketing offer brands a powerful platform to reflect their core values and build authentic connections. Boil it down: your messaging should be honest and true to your company’s personality. When you communicate with consistency and transparency, you create trust—and turn new clients into loyal brand advocates.
Your best marketing assets then become your very own customers. They’ve been on the ride with you, and they know you’ve never wavered from the goals and the partnerships you’ve formed.
Video Storytelling is better than gold.
Companies that operate in industries where few brands use video or motion graphics have a unique opportunity. It’s an opportunity to separate themselves from competitors who are slow to adapt. Videos activate the senses. The best ones make the viewer want to take it even further by seeking what’s on the screen in the real world—touching, tasting, and experiencing it. Creating an effective brand video is essential for conveying the brand’s message and connecting emotionally with the audience.
Shareable, engaging content is key to becoming a trusted industry leader. Shooting videos and creating motion graphics gives brands the chance to develop characters audiences can root for. It lets brands infuse personality into messaging and take the time to thoughtfully build human connections.
If you’re reading this, then you already know that online video is quickly becoming a creative necessity for every brand, from small start-ups all the way up to Fortune 500 companies
Let’s talk numbers—because the stats speak for themselves. In 2023, online videos dominated the internet, making up a staggering 82.5% of all web traffic. People may be watching slightly less (17 hours per week compared to 19 in 2022), but the demand for video remains unstoppable.
And where are they watching? On their smartphones. A massive 69% of Americans prefer to stream videos on their mobile devices, proving that small screens are big business. Plus, social media is a goldmine for engagement: 86% of consumers spend a quarter of their time scrolling through video content.
Interactive video takes this even further. It’s transforming storytelling by creating immersive, engaging experiences that let viewers interact with the content itself.
The bottom line? Video doesn’t just entertain; it drives decisions. Mobile video streams have surged 48% year-over-year since 2014, and a whopping 96% of consumers say videos help them make purchase decisions online.
Simply put, video does what other media cannot—especially when it comes to creative brand storytelling.
The Power of Creative Brand Storytelling: GoPro
Few companies have mastered creative brand storytelling better than GoPro. Few companies have mastered creative brand storytelling quite like GoPro. Once a little-known brand in the early 2000s, GoPro is now synonymous with small action cameras that have become must-haves for every adrenaline junkie on the planet. The magic of a GoPro camera lies in its ability to capture the stories of its users—raw, real, and captivating. All GoPro has to do is share those stories. It’s content gold because it’s not only relatable but also self-produced.
A perfect example of this is GoPro’s video storytelling series, which engages audiences by sharing authentic, user-driven narratives. Those tall tales of adventure once shared over drinks have turned into real, awe-inspiring stories, captured and shared by a vibrant community of cliff jumpers, skydivers, rock climbers, snowboarders, surfers, and skateboarders. GoPros have even been strapped to dogs, giving fur-loving humans a glimpse into a day in the life of their best friends.
With nearly four million subscribers on YouTube, GoPro’s channel is a treasure trove of thousands of videos featuring people living the moments they love the most—and inviting others to experience the thrill right along with them.
GoPro’s storytelling strategy includes:
- User-Generated Content: Encouraging customers to share their own adventures and experiences captured with GoPro cameras, turning users into brand storytellers.
- Social Media: Leveraging platforms like Instagram and YouTube to share captivating content, building genuine connections with their audience through relatable and inspiring stories.
- Video Marketing: Producing high-quality videos that showcase the incredible capabilities of their cameras and the exciting, real-life moments of their users.
- Influencer Marketing: Partnering with athletes, adventurers, and influencers to demonstrate GoPro products in action, reaching broader audiences and sparking inspiration.
Through these tactics, GoPro has built a strong emotional connection with its audience, establishing a powerful brand identity that resonates on a global scale.
Crafting a Compelling Video Brand Story
Creating a compelling brand story requires a deep understanding of your target audience, your brand’s core values, and your unique selling proposition (USP). Here are some key elements to consider:
- Know Your Audience: Understand their needs, desires, and pain points to craft a story that truly resonates.
- Define Your Brand’s Purpose: Clearly articulate your brand’s mission, values, and USP to lay a strong foundation for your story.
- Use Storytelling Techniques: Incorporate elements like characters, plot, and conflict to make your story engaging and memorable.
- Be Authentic: Share real stories and experiences that reflect your brand’s personality and values.
- Use Visual Elements: Enhance your story with images, videos, and other visual elements to bring it to life and make it more engaging.
By focusing on these elements, you can create a brand story that not only captures attention but also builds a meaningful connection with your audience.
Successful Brand Storytelling: What to Create and Share
To start, define the goal of your content. Is it to generate leads, convert viewers into customers, drive brand awareness, or simply engage your target audience? Every piece of content—especially video—needs a clear strategy that aligns with the type of video you’re producing: educational, entertaining, practical, or something else. Ask yourself who this content is for (with as much demographic detail as possible) and what it will help the audience achieve.
Next, decide who will create the content and where it will live—on your website, YouTube, Vimeo, social media, or elsewhere. If the project is beyond the capacity of your in-house team, partnering with an outside video production company can make all the difference. One of our producers would love to help you craft your story through video production or motion graphic design.
For more insight into our process, check out this article that breaks down how we approach video production and what we consider along the way.
Please contact us to setup a free consultation.
