Want More Impact from Your Brand Story? Park It In These 5 Key Locations

If there’s one thing that will send me into an apoplectic fit followed by an extreme funk (LeeAnne will verify this cycle), it’s this:

Client A gathers up the courage and resources to create a Brand Story film that truly hits the mark.

Through extensive pre-planning, excellent storytelling (see this recent article about 4 Rules of Storytelling) and brilliant technical execution, a compelling visual narrative is created.

It actually gets done!

Great plans are then made to anchor a larger campaign of Client A Brand-building with this deep-dive narrative swaying even the most hard-hearted prospect.

But somehow, the ticker-tape parade never materializes. The marching band goes home and nobody is left but the trumpet guy who plays the classic “wah-wah-waaaah”.

A few discreet inquiries have led me to this conclusion:

We’re all doing our best at what we do best. The business operator is living out their life’s calling at the head of a small-to-medium sized enterprise and I’m producing impactful stories that differentiate them from their market alternatives.

So…

…nobody is specifically tasked with placing this video asset where it can do its part in Brand-building.

Carving out a little time to work down this list, one might be rewarded with a much more magnified result. No single asset - video or otherwise - will bring people beating down the door overnight, but there is merit to knowing how to build a brand. Hop on over to visit COMarketing to have this idea supported even further.

Key Parking Spots for Video Brand Stories:

1) Your website: “About You” - Anyone that is curious enough to find your website and click “About” is a very serious prospect. They’re already doing what folks like to call “research”. They’re ready to invest time, so your Brand Story gives them exactly what they’re asking for. They WANT to choose you… they’re just seeking a few good reasons to apply your approach to their need.

Want to see this in action? Visit A1 Plumbing’s About Us page. Jeff and Nate know where to park their story.

2) Your website: “Home” - Second to #1, the Home page of your website is a strong place to anchor your Brand. Both new and returning clients have already gone to the trouble to click their way to your site, so give them some quality “content” to engage them. Chances are, a good Brand Story will contain some backstory or anecdotes that sways your viewer to adopt a stronger affinity. They might be tempted to share this story with a friend or they could use it to spark conversation the next time they visit your storefront. The Home page is also a prime spot if you’re working at clarifying your range of services to new or existing clients.

Visit these4walls homepage to see how Brandy uses this strategy effectively.

3) Network Profiles - Belonging to an organization like the Quinte West Chamber of Commerce or the Belleville Chamber of Commerce presents an amazing opportunity. Most networks have member profile pages and, usually for no added cost, members may add links and media. With people using these directories more and more to access services (the era of the big yellow book is behind us), to NOT have a compelling bit of media is to miss a chance to share key messaging elements with prospective clients.

Just like Facebook marketplace advises sellers to include videos as they are proven to enhance sales, we should embrace every opportunity to use these premium parking places for our media. I say WE because here’s an example from my own Quinte West Chamber listing. I’ve opted to show a Chamber-related film instead of include my own Brand story, but that’s a personal preference.

4) Your Organization’s E-mail Signature - This under-utilized method of distributing Brand-reinforcing messages flows new and engaging material into your everyday communication. Think about it… chucking stuff out there on social media platforms and hoping to impact your warm market is like sending birthday party invitations to your entire town while hoping that your friends will find out about the event. The bonus content below your signature won’t always draw clicks, but when it does, you’ve delivered a deeper message to someone who has self-selected to want more. My professional acquaintance, Christine, does this really well:

5) Your Organization’s Business Cards - Updating the functionality of this old standard is pretty easy. Beyond being a tangible reminder of a meeting and a carrier of phone numbers, the modern business card is a portal that can take a personal contact deeper into your sphere of influence. Make their life easy by using a URL shortener or QR code. And be sure to deliver something worth their effort when they get there.

While this isn’t an exhaustive list of how to put great stories in front of new and prospective clientele, these 5 ideas will delivery exceptional results - especially when used concurrently. They’re an example of “small” marketing moves that contribute to a larger image of your brand over time.

And with the exception of #5, they’re generally free of additional cost and not burdensome in terms of time.

Drop me a note and let me know if you’ve implemented these ideas. I’d love to feature your approach in a future update!