“A business’s branding is more important than you might think. On the outside, your brand may seem like it consists only of elements such as logos and colors, but your brand is actually the entire identity of your business. Your brand gives you personality.” – Forbes magazine
Why Would I Care about My Brand?
At Primeau Productions, we like to ask our new and prospective South Carolina and Georgia clients about their brand. We get a wide range of answers from: “Oh, we’re a Georgia trade association, nobody cares about our brand,” to “Every one of our South Carolina customers knows us as ‘Dr. Margaret’s Orthodontic Office.’”
Truth is, most organizations don’t give much thought to their brand. Branding is often the last thing on their organizational mind. Yet, in the latest Wyzowl.com survey of the video industry, nearly 40-percent of the thousands of businesses surveyed felt that brand identity was an important marker of their return on marketing investment.
As the quote from Forbes indicates, a brand gives an organization personality. However, it must be remembered that a brand is not a cute logo or clever jingle.
A brand is who you are, what you represent, how you do business, your reputation and your history. Most organizations, sad to say, never project those elements to the outside world, and whether you are located in Athens, Georgia or Greenville, South Carolina your customers and competition alike, care about what you say.
As to the two examples from above, within the past year we know of a trade association that was forced to merge and an orthodontist’s practice that has lost a chunk of business to competition. In both situations, the organizations suffered not because they were necessarily “bad,” but because they failed to have a personality, a brand.
Video is the 2024 Branding Mechanism
According to the latest statistics, video is far and away the most popular and effective means to advertise, promote and explain what an organization does. The website, Statista.com, that pulls together market research reports and trends, states, “As the number of digital video viewers keeps rising every year, marketers embrace video as a promotional tool more vividly than ever. In 2023, digital video ad spending amounted to almost 176.63 billion dollars.”
The most popular of all video types, is the so-called “explainer video,” where the owner, staff, CEO or association spokesperson can talk to potential customers, clients and members. The video does not have to be long (usually no more than two minutes or so) where the personality of the organization can be revealed and appreciated. It is not only a powerful tool that authentically represents a brand, it is highly versatile. The video may be embedded in a website, used for advertising purposes, put out on social media, used as a training tool within an organization or even carried to trade shows.
Primeau Productions is an expert in producing powerful video that represents your brand. From script to screen, no matter your particular business, Primeau Productions uses the best equipment, highest quality editing and writing skills and technical expertise to get your brand noticed.