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Video Mistakes You Might Be Making

It’s no secret that videos are trendier than ever. From hilarious cat videos, to live news on your smart phone, our society is in love with videos. Embracing film as part of your marketing strategy can drastically improve your reach. We are all for video content because we know how powerful it is, when it’s done right that is. Whether you are gearing up to incorporate video into your marketing strategy or already have it implemented, these considerations for a successful video are key.

Concept

Whatever your concept is, make it clear in the first 8 seconds. The first couple of seconds are when the viewer decides if it is appealing or not. This is your do or die window for their attention. Reflect on what audience you are trying to reach and what you are trying to say about your brand, this is your time to shine.

Overselling

Finding the balance between being clear about your product or idea and drowning people in it can be tricky. The goal with any video is to make a lasting impression and call the viewer to action. You want them to remember your brand, and dig a little deeper on their own free will. It’s about creating engagement from the viewer. Rather than spill all the beans, lead them on with excitement and have all the info they’ll be craving ready in another video, or written on your website and point them in that direction.

Feedback

Everyone needs more feedback. Ask strangers in your target audience what they think about your video. Outside sources are best for feedback as your team, family and friends will have a bias.

Call to Action

As mentioned in overselling, each video needs to call the viewer to some kind of action. The call can be just to create curiosity, generate a referral, get a free quote, how to use your product and so on. Maybe all you are trying to do is get them to like your Facebook page, whatever it is, make sure it is clear in your objectives before and after the video is created.

Boring

A few things can make a video boring. If it is too long, it’s boring. If the concept isn’t portrayed in an engaging way, it is boring. If the people in the video are, well boring, it is of course going to be a boring film. Spending a couple of extra bucks to hire someone to film and act in your video could make all the difference. This is something you’ll need to weigh out for yourself, but if you were planning on using Larry, the monotone receptionist as your lead star, maybe rethink that one.

Placement

Now that you’ve created your perfect video, don’t let it go to waste! Placement on your website should be front and center. On YouTube it should be on your own channel which will eventually have more videos to fill the auto play, this will keep your target audience much more excited about your company as there is even more material for them to view. Be sure to cross post on other outlets like Vimeo and Facebook. If you choose to do paid advertisement with your video choose the sites that will appeal to the right demographic, and again watch placement of where your video will be on each page that you are paying for.

We can’t say this will make video-making fool proof, but it is a step in the right direction. When creating or perfecting your video content keep these helpful hints in mind. If you are interested in video marketing but don’t know where to start, check out Cloud9’s video production & marketing services.

branding and identity

Your brand is essentially the personality of your company. It is what sets your business apart from your competitors’ businesses and presents the characteristics of your goods or services to the world. A brand is made up of a variety of aspects that come together to captivate your customers. Some of these aspects are concrete, material things, but branding also consists of unique ideas that come to fruition in pictures and words. If you are the owner of a small business, branding is about you and what you can offer to the market.

What Is Branding? — How to Get Started

You will need to know a bit of general information about typography and graphic design before you can make good decisions about the pieces that constitute a strong brand. You will not have to become a complete professional in these subjects, but you should certainly engage in some observation and research about them.

Your first step in establishing a business is to come up with a company name and figure out the legalities. Once you have done this, you will need to start making the aspects of your brand image part of your everyday business life. In marketing, this is known as creating a “business identity.” The way you choose to portray your brand to your market audience and connect with your customers is vital. The more consistent you make your business identity, the higher your chances of success will be.

What Is Branding? —Finding the Right Voice

The voice you use when you market your business affects how customers feel about it. Depending on the product you are trying to sell, you might wish to sound serious, sophisticated, or even easygoing. Regardless of which voice you choose, you need to use that same voice in all of the promotional content you create. The way you word your content helps determine where your company falls within its market niche. All of the material you write about your business should do one or more of the following:

  • Distinguish you from other business owners in the same niche
  • Contain a value proposition that tells customers why they should choose your product
  • Consolidate your brand

What Is Branding? — The Concrete Parts

You should work to carry your brand in every form of communication you send to individual customers and the public. All of your business interactions should bear your brand visually, stylistically, and in other ways. The following are examples of material that needs to be marked with your business identity:

  • Emails (include a logo/signature)
  • Traditional “snail” mail (use your own unique stationery)
  • Business cards
  • Portraits/avatars
  • Banners
  • Newsletters
  • Address labels
  • Packaging
  • Product tags
  • Enclosure cards
  • Ads
  • Flyers
  • Blog badges

What Is Branding? — Logos and Portraits

Our own everyday experiences demonstrate just how powerful logos are. For example, we are all aware of the appeal of the Coca-Cola ribbon. As a business owner, your goal is to instantly spark your potential customers’ interest and solidify the way they perceive your company. When you are selling products online and posting to social media sites, your portrait or avatar can be as important as your logo is. These items should coordinate visually with your logo in terms of colour and style. Today, online sellers often use a number of venues. If you keep the visuals on your online venues consistent, customers will more easily remember your business and you will strengthen your brand. You can use books and the Internet to learn more about logos, but you can also look toward real-life examples for inspiration.

What Is Branding? —Using Colour to Bring Success

Different colours represent different emotions and moods. Blue often represents confidence and consistency; red is often associated with provocativeness and enthusiasm. Softer shades of blues, reds, and yellows can bring about feelings of nostalgia and memories of childhood. Clear, vivid colours tend to exude energy, while subtle colours are associated with complexity. It will not be a good idea to change the visual characteristics of your logo after you have introduced your brand into the world of e-commerce, so you will need to choose those characteristics wisely.

Erin Ferree, a brand identity designer, has stated that your colour palette should achieve five things:

  1. Tell the story of your brand through the use of “colour psychology”
  2. Lay the colour palette groundwork for a “visual vocabulary”
  3. Give your logo both light and dark contrast elements
  4. Have enough colours to be eye-catching, but not so many that you incur high printing costs.
  5. Be complementary and aesthetically pleasing.

Fortunately, you can find plenty of good advice about how and why you should select certain typefaces and fonts. Depending on what you choose, you can give your business a traditional, modern, masculine, feminine, or funky vibe. You can take a look at the logos of other companies you admire and soon make excellent progress toward designing your own.

Contact us for more information on how Cloud9 Marketing can help your company with Brand Development.