a Video Branding Agency presents...
Legacy branding “Leaving Lasting Brand Love & Loyalty With Online/Social Video”
written by: Carrington Faulk Chief Visionary & Producer, MICAH3
www.micah3.com
table of contents: 1. Intro // MICAH3’s Core Belief a. Why I Believe You Downloaded this eBook b. Why I Wrote this eBook c. Why MICAH3 is the Answer d. Why video branding is important & valuable -The Stats Behind Valuable Video Content 2. What is Legacy Branding? 3. How Legacy Branding Works a. Your Brand’s History/Background b. What’s Happening with Your Brand NOW? c. Future of Your Brand // ‘Legacy Branding’ 1. ENVISION 2. BELIEVE 3. LEAVE 4. The Strategy // ‘Legacy Brief’ 5. The Execution // Your ‘Brand Story’ Video 6. Seeding & Measurement 7. Why You Need To Act Now 8. How to Get Started 9. About the Author 10. Contact us www.micah3.com
1. Intro // MICAH3’s Core Belief “Legacy is not only something you leave, but something you can believe in.” a. Why I Believe You Downloaded this eBook You downloaded this ebook for one of three reasons. You need to find out who your brand/company really is and what it stands for, or you need to communicate this information to your customers in the clearest and most effective way possible. Or, it could be both. Adding video to your website and social media platforms can be the answer to your branding problem, but you aren’t just looking to have a video produced, you need to make sure that video lines up with your brand’s values and tells your true and authentic story. b. Why I Wrote this eBook I wrote this ebook so that you could get a glimpse into how MICAH3 solves branding problems. We do it with video. Not only do we produce world class videos, but we take the time up front to make sure that what we create strategically aligns with your brand. This ebook not only defines ‘Legacy Branding’, but it also outlines the process we go through during our initial strategic consultation with our clients.
www.micah3.com
c. Why MICAH3 is the answer You should look at video branding as an investment, not a commodity. Video branding keeps your company top of mind to potential customers. It creates familiarity, trust, and an emotional connection with them before they make a purchase decision. MICAH3’s videos are rooted in your origin story and optimistically focused on the next generation of your brand. This not only works for companies, but also individuals who are looking to brand themselves as experts in their chosen field. No other company is distinctively able to produce content using our video branding methodologies and strategies. Not only that, but we take a very intimate approach, choosing to focus on small to mid-sized businesses and experts, and seeing ourselves as a partner in their branding success. d. Why Video Branding is Important & Valuable It is imperative to define what your brand stands for. You have to identify your target audience and figure out what they want, say why you are better than your competitors, and define your brand’s purpose. Branding helps to build customer loyalty, and an optimal way to brand your company today is through the use of online/social video. Online/social video is as valuable today as it has ever been, as seen by the stats below. www.micah3.com
The Stats Behind Valuable Video Content -Video generates 3x as many monthly visitors to a website as any other content. -Visitors spend 88% more time on a website that includes video. -Organic traffic from search engines increases by 157% with video. -Consumers are 46% more likely to seek information about a product or service after seeing it in an online video. -Your website visitors are 64% more likely to buy a product after watching a video. -Consumers have 57% more confidence in their online purchase with video. -Videos provide a 74% increase in visitors’ understanding of a product or service. -80% of users remember the videos they watch online. -46% of users take action after viewing a video online.
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2. What is Legacy Branding? Legacy Branding is centered around brand values. Everyone wants to have a good name, but what is even more important, is the legacy you leave. Who are you? What do you want your brand to stand for? What will you leave for the next generation? At MICAH3, we believe that there are certain values that each brand lives by. Our goal is to shine a light on those values and communicate them in video form. We also believe in the power of the internet. Leaving a digital footprint for your brand will not only establish a far reaching legacy, but also, keep your legacy alive. We believe this is best done using social media platforms and strategies. With legacy branding, the customer buys into the “mission” of the organization. It fulfills the individuals’ need to be part of something bigger, to develop loyalty, to leave a legacy that far exceeds your brand’s lifeline.
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3. How Legacy Branding Works 1. Your Brand’s History/Background First, we need to figure out the history/background of your brand. What is your founder’s story? Who was, or still is, involved with your organization? Tell us more about the beginnings of your company. During your research, or experience, who did you target as your prime customers? 2. What’s Happening with Your Brand NOW? We need to figure out the problem or tension your brand is having at this present time. To do this, we will conduct a “SWOT” analysis. A SWOT analysis is a study conducted by an organization to identify its internal strengths and weaknesses, as well as its external opportunities and threats. What are your brand’s strengths? What type of successes have you had recently and in the past? What are the weaknesses of your company or brand? What are some opportunities your brand has in the marketplace? Lastly, who are your competitors? Are there any other threats to your brand?
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3. Future of Your Brand // ‘Legacy Branding’ ‘Legacy Branding’ is a 3 prong approach that is centered around your brand’s values. It takes into account your history and origin story, as well as your present day situation, all while forming a focused and optimistic vision of your brand’s future. Each 3 sections asks a series of questions:
1. ENVISION
2. BELIEVE
3. LEAVE
-What does your -What is your -What gives your brand do? brand’s hope, it’s brand differentia-What is it’s truth, it’s destiny? tion and distinction? purpose? -Who do your cus-What will your -What, or who, do tomers believe you brand to leave to you want your brand are becoming? humanity? to become? -Where do your cus-What is your -What future do you tomers believe you legacy? envision for your are going? -What is the ‘one company or brand? -What do you want thing’ you want to -Where do you want your customers to be known for? to be in the next 5 to believe in? -What makes that 10 years? -What makes them ‘one thing different believe in you to from your begin with? competitors? www.micah3.com
4. The Strategy // ‘Legacy Brief’ Your video needs a strategy. A ‘legacy brief’ is the strategic direction & document that roadmaps and inspires how MICAH3 will produce your ‘brand story’ video. Below is a sample ‘legacy brief’ outline: Legacy Brief -Video Branding Objective/Goal -Background/History of the Brand -Target Audience / Customer Behavior -Insight -From your brand values/brand info/research/customers -Legacy Strategy -The video content’s proposed position in the market place and in your brand’s marketing mix. -What We Want -The type of video & why this type of video will work. -Tone of your video -Length & Use of the Video -Social channel proposed & the communication strategy -Creative mandatories & client considerations www.micah3.com
5. the execution // your ‘Brand story’ video Every brand is unique, and the type of video you’ll need is no exception. After deciding what strategic direction to go in, we will decide what type of video will best tell the story of your brand. Here are a few types of ‘brand story’ video executions: -Commercial -Explainer video -Instagram video -Vlog video -Internal update video -Corporate video -Trailer video -Brand sizzle reel video -Text only video -Video show reel
-Brand essence video -Infomercial video -Landing page video -Homepage video -Branded entertainment video -Conference recap video -Recruiting video -Training video -Onboarding video -Vine video
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6. Seeding & Measurement After your video is produced, we will not leave you hanging! MICAH3 not only can seed your video, but we also track and measure how your video is doing online. You may not know if you should place your video on your website, or you may be confused as to which social media platform you should post your video to. Also, once your video is live for a period of time, you may ultimately wonder if video branding was worth the investment. Although video branding is not making the “hard sell”, there are plenty of ways to measure the effectiveness of your video content to do not involve direct sales. But first, we need to define what return you would like to get back from your video investment: • Define a goal for your video. What’s the one main thing this video is supposed to accomplish? If you find yourself assigning more than a couple goals, then your concept probably isn’t focused enough. • Define your target audience. Who do you want to see this video? How do you expect them to consume it? • Define a couple of metrics to focus on. Based on your goals and target audience, figure out which of the goals are most important to your video. Below are a few metrics suggestions: www.micah3.com
7. Why you need to act now 1. Branding needs to be first. If you do not have your branding figured out, or are not communicating it properly, then your marketing and sales will suffer. You must let your customers know who you are, what you stand for, and what you do before you market to them. If you do not establish trust up front, you will fail at influencing your customers to buy later, and will cease to achieve brand loyalty and love. www.micah3.com
2. Your competition has their branding figured out already (or will soon). Getting your branding in order can help differentiate you from your competition and push past them in the marketplace. There is always new competition coming as well. You have to get into the consumer’s mind first...before they do! 3. The content of choice for social media, and the internet in general, leans towards video. There is just as much, or more video online now than text. Compared to text, video has higher viewer engagement and retention. Also, the trends lean towards video being even more prevalent and relevant in the future. Crafting Your Legacy **Not getting in the video branding game now will cripple your business by stifling your marketing efforts and sales. You must act now and begin to ramp up your video branding efforts. Let us help you ‘Craft Your Legacy’ today!
www.micah3.com
8. How to get started **Contact MICAH3 by phone // (757) 828-4299 or by e-mail // cfaulk@micah3.com to check out our services and videos. Our first step with you is to schedule a strategic consultation. Address your e-mail or call to Carrington Faulk, our Founder/Chief Visionary & Producer.
9. About the author Carrington Faulk is a Content Strategist & seasoned Video Producer with over 5 years of brand strategy experience and well over 15 years of production experience. Tackling interesting and transformative branding problems with video is an unmatched creative high for him. Carrington lives and practices video branding in Newport News, Virginia with his wife and two energetic kids.
10. Contact us MICAH3 (757) 828-4299 cfaulk@micah3.com www.micah3.com www.micah3.com