Your brand is not just defined by what you sell and do. It is about your ethos, values, persona and more. That is what makes your brand memorable and creates a positive impression.
A branded content video does something a little bit different to the standard promotional or marketing video. It sets out to tell a story that isn’t about a business, product or service, but has a sometimes very tenuous link to a brand.
A branded content video might give the audience useful information, explore an interesting topic or it may simply entertain. As someone said: ‘you know you’ve succeeded at branded content when people are having so much fun, they don’t even notice they’re being marketed to’ (Tom May, Creative Blog, May 2016).
The style and format of your branded content video should reflect the way you want your brand to be perceived. Using ‘real’ people in your film will instantly humanise your brand and allow you to tell authentic stories. Likewise, working with celebrities or personalities that embody your brand values, can add character and authority to whatever you are trying to say.
Branded content can be used across a variety of channels and is designed to get you brand noticed without the hard sell approach. Weave your branded content into marketing events such as product launches, to generate a surge in brand awareness, which is key to attracting and reaching a wider audience.
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