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Passion or Logic? How to Effectively Tell Your Brand’s Story


This is a common struggle for new brands that are figuring out their marketing strategy, and especially their video marketing strategy. The beauty of video is its power to communicate every kind of story imaginable, from more logistical, fact-based approaches, to more fiery, personal brand anecdotes.

First Thing’s First: Answer These 5 Questions

1. What’s your brand’s mission?

When posing the solution to a particular problem, does your company’s brand mission reflect more of an impassioned plea or a rational argument? No matter what your actual mission statement is, your video should mirror the sentiment behind it.

2. What’s your brand’s origin story?

Does your brand’s origin story influence the company’s brand identity in a major way?

3. What type of video are you creating?

This is one of the most important questions to answer when it comes to deciding the tone of your video’s message. Certain types of videos lend themselves better to passion and feeling, while others are better at communicating rationale.

For instance, how-to videos show you a step-by-step process. These rarely have any emotional hook and tend to be pretty straightforward. A customer testimonial, on the other hand, should be innately passionate – this customer is so thrilled with your product or service that they’re recommending it to everyone watching. Maybe they even had a transformative experience?

4. Where in the buyer’s journey does your target audience fall?

Hopefully you’ve got a different video in the works for every stage of the buyer’s journey. But if you don’t, take a look at the following outline showing the types of videos that work best at every stage.

This won’t be true in every single case. A lot of factors should go into determining what tone your video should take, but use this as a rough guide when you’re not sure where to start.

  1. Awareness– Use passionate, emotion-stirring videos here. Emotion is closely tied to memory, so if you want people to remember your brand and introduce it to others, you’ve got to stir the emotional pot.
  2. Consideration – Both emotional and logic-appealing videos work here. Emotional videos cement your brand’s positive associations, which helps edge prospective buyers closer to the decision stage, but more straightforward videos can also provide value-based benefits that can push people closer to a sale.
  3. Decision – Use videos that appeal to reason in this stage. Since you’re already on your prospect’s mind, you just need to provide the final convincing argument or benefit to get them to convert.

5. What’s your primary video goal?

Your video goal is closely tied to what stage of the buyer’s journey your audience is in. Depending on the metrics you’re measuring, you’ll want to think about the tone and messaging of your video.

For instance, if your primary metric is video views (not a very insightful metric, but great if your goal is to spread brand awareness,) you’ll want a more emotion-based video, which increases your chances of going viral. If you’re measuring success by sales and conversions, an emotional video might not be the way to go.

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