Build Trust in Energy's Future with Video Storytelling
Overcome scepticism and showcase genuine sustainability in the energy sector through compelling narratives.
In an era where environmental consciousness dominates public discourse, the energy sector stands at the forefront of scrutiny. With rising demands for transparency and looming accusations of greenwashing, energy companies find themselves navigating a sea of scepticism. In navigating these challenges, video storytelling emerges as a guiding light. This medium holds the promise of converting both internal and external sceptics into ardent advocates.
The Power of Video Storytelling
Since ancient times, stories have guided our emotions, connected us and made experiences unforgettable. For industries like energy, where stakes are high and narratives complex, video storytelling can be the bridge between brands and their stakeholders. Through the lens of video, companies can humanise their mission, offering a candid glimpse into their ethos and aspirations and dispelling clouds of doubt.
For a deeper dive into the transformative power of video in the energy transition, check out Navigating the Energy Transition with Video Storytelling.
Authenticity is Key
In today's information-rich world, people naturally seek authenticity. Through video, stakeholders can easily gauge a company's true commitment to the environment. By transparently showcasing initiatives, addressing challenges and charting the journey of solutions, energy companies can foster a bond of trust, an invaluable currency in an industry occasionally under scrutiny for greenwashing.
Show, Don't Just Tell
Proclamations of environmental stewardship must be substantiated. Video storytelling goes beyond mere assertions, providing a visual insight into a company's eco-friendly actions. Through behind-the-scenes views of operations and expert testimonials, videos can vividly depict a company's dedication to sustainability.
Highlighting the Entire Supply Chain
The energy supply chain is vast and complex. By using video to highlight each part, companies can build trust and show their complete commitment to sustainability.
Addressing Mistakes and Challenges Head-On
No company is without its challenges. Addressing past mistakes and outlining steps for improvement can be a powerful trust-building tool. Through video, companies can candidly discuss controversies, showcase their roadmap for a greener future and demonstrate their commitment to continuous improvement.
Collaborating with Third-Party Validators
Partnerships with environmental organisations and certifications can lend significant credibility to a company's green claims. Video collaborations with these third-party validators can further reinforce a company's genuine commitment to environmental responsibility.
Engaging with the Audience
Interactive video platforms offer a unique opportunity for Q&A sessions, webinars and open dialogues with consumers. By actively seeking feedback and fostering open communication, companies can further solidify trust and address concerns head-on.
Conclusion
The journey towards a sustainable energy future is ongoing. Video storytelling, when done authentically and transparently, can play a pivotal role in building trust and credibility in this journey. By showcasing genuine efforts, addressing challenges and engaging with stakeholders, energy companies can pave the way for a more sustainable future.
Call to Action
In the pursuit of sustainability, committing to genuine environmental initiatives is important. Continuous communication and stakeholder engagement are crucial. Embrace video storytelling, not just as a marketing tool, but as a medium to forge meaningful connections, build trust and lay the foundation for a more sustainable future.
Ready to transform your marketing with the power of storytelling?
Contact us at Reach Video for expert guidance and support. Let’s craft stories that resonate, engage, and inspire action.
Read more about our Brand Story solutions on our services page.
If you enjoyed this article and found value in it then please consider sharing it with your network. We’d really appreciate that!
Navigating the Energy Transition with Video Storytelling
Crafting Authentic Narratives for a Sustainable Future
The world is currently undergoing a significant shift towards sustainable energy. Traditionally centred on fossil fuels, the energy industry is now adopting environmentally conscious solutions. This shift is not straightforward, especially for countries like the UK, where North Sea oil and gas have played a vital role in ensuring energy security. Storytelling, particularly through video, serves as a guiding light, simplifying the understanding and navigation of this complex transformation.
In our increasingly interconnected world, the energy sector is pivotal in shaping the planet's future. As leaders in energy generation, resource management, and sustainability, companies within this sector wield immense global influence. To unlock their full potential, energy firms must embrace the art of brand storytelling, with video emerging as a particularly potent medium.
The Power of Story in Energy
Every era has its unique stories, and today is no exception. The energy sector, with its extensive reach and influence, offers a multitude of compelling narratives. These stories encompass addressing climate change, pioneering renewable technologies, and overcoming various challenges.
Check out another article to discover how to Build Trust in Energy’s Future with Video Storytelling, dispel greenwashing doubts and champion genuine sustainability in the energy sector.
Video: The Modern Storyteller
In our visually oriented-era, video has emerged as a powerful medium. For the energy sector, it's about showcasing the latest innovations in renewables and the technologies propelling us toward the future. Video captures the essence of this transition, making it tangible and relatable. It goes beyond presenting facts; it creates an emotional connection, inviting viewers to be part of the journey.
To explore this topic further, read our article on The Power of Brand Storytelling in Video Marketing.
Understanding the Role of Storytelling in the Energy Sector
The energy industry holds a unique position, intricately linked to global sustainability and the health of our planet's ecosystems. This connection offers energy companies numerous opportunities for impactful storytelling. From addressing pressing global challenges like climate change and resource depletion to showcasing the concrete effects of their solutions, energy businesses can mobilise public support, attract investment and accelerate the adoption of sustainable practices.
Furthermore, storytelling can humanise energy brands, transforming them from abstract entities into relatable, purpose-driven organisations. This is especially valuable in an industry often perceived as complex and technical, making energy solutions more accessible to a broader audience.
Key Principles for Crafting a Sustainable Narrative Through Video
1. Start with ‘Why’: Every compelling brand story starts with purpose. For energy companies, it's about environmental care, innovation and a sustainable future.
2. Show Impact Through Video: Video is an ideal medium to demonstrate real-world impact. Whether it's showcasing the reduction of carbon emissions or the expansion of energy access, video reinforces the importance of your work.
3. People First: Spotlight the stories of your team members, customers and stakeholders through video, humanising your brand.
4. Create a Sense of Urgency: Emphasise the urgency of global energy challenges and the consequences of inaction through video.
5. Embrace Authenticity: Ensure your video storytelling is genuine, reflecting your company's true values.
6. Leverage Emotion: Connect with hope, challenges, inspiration and the shared dream of a sustainable planet.
7. Tell a Compelling Story Arc: Capture and maintain your audience's attention by incorporating a clear narrative structure in your videos.
8. Utilise Video Storytelling: Use high-quality video footage, animations and interviews to illustrate your story.
9. Tailor Your Video Story to Your Audience: Adjust your message to resonate with your viewers, ensuring inclusivity and understanding.
10. Amplify Your Video Story Across Channels: Share your video narratives across various platforms to reach a diverse audience.
Conclusion:
As we navigate this intricate transition, stories serve as guiding lights, illuminating our shared goals, challenges, and the boundless potential ahead. Marketing professionals in the energy sector have a unique opportunity to harness the power of brand storytelling through video, driving meaningful change and creating a more sustainable future. By focusing on their core purpose, showcasing their impact, humanising their brand and crafting compelling video narratives, energy businesses can inspire their audience, build trust, and establish themselves as leaders in the global pursuit of sustainability. In doing so, they contribute to the betterment of our planet and pave the way for long-term success.
Ready to transform your marketing with the power of storytelling?
Contact us at Reach Video for expert guidance and support. Let’s craft stories that resonate, engage and inspire action.
Read more about our Brand Story solutions on our services page.
If you enjoyed this article and found value in it then please consider sharing it with your network. We’d really appreciate that!
Winning your Viewer's Heart
Rational vs. Emotional Tactics in Video Marketing
In a world where consumers are bombarded with advertisements every day, standing out is more challenging than ever. We are flooded with video content, a lot of which we tune out or click off. The greatest challenge facing marketers today is not just to be seen, but to be heard over and amidst the noise.
So, how do we capture people’s attention?
The answer lies in a secret weapon: emotion.
In this article, we’ll explore how to effectively use emotion in your video content to connect with your audience on a deeper level and inspire action.
The Power of Emotional Storytelling
No matter the product or industry, stories are universal. They bridge divides and make your message relatable. Charities and Nonprofits have mastered this art, using poignant images and narratives to compel action.
The spark that will resonate with your audience is genuine, human stories that strike an emotional chord. These stories are not just tales; they are the emotional connections that can turn a viewer into a believer, a consumer into a loyal customer.
If you're keen to delve deeper into this topic, explore our article on The Power of Brand Storytelling in Video Marketing.
The Science Behind Emotional Marketing
We like to think of ourselves as rational beings, but in reality, we are often more "rationalising" than rational. Our decisions are a confluence of conscious and unconscious factors, significantly influenced by emotion.
Understanding the difference between System 1 (emotional, instinctive) and System 2 (deliberate, reflective) thinking is essential for marketers.
One of the most potent factors that can drive our decisions is a well-told story—one crafted with intention that leverages insights into human behaviour.
“Marketing is no longer about the stuff you make, but about the stories you tell.”
- Seth Godin
Crafting Videos That Speak to the Heart: The Power of Storytelling
1. Movement and Dynamics
Create stories that feel dynamic in their emotional quality. They should take viewers from one emotional state to another, often including an element of surprise or resolution. A well-crafted story, structured with intention, can grab attention and drive emotion effectively.
2. Relatability and Character Development
Identify and express experiences that carry emotional weight for your target audience. Hold a mirror up to their experience and, if possible, put a unique twist on it. With the right characters and character development, we can connect to the audience emotionally and let them feel what our character is feeling.
3. Attention and Immersion: Hook Them or Lose Them
Start with a compelling “Hook” in the opening seconds of your video to instantly capture your audience’s attention. According to a study by the University of Massachusetts, the average online video loses almost 6% of its audience every second.
Your hook could include a question, an unexpected statement, a hard-hitting moment of conflict or humour, or unique visuals or sound. The key is to be intentional and provide value or interest right away. Spending time developing a strong hook is crucial, as it determines whether the rest of the video will be watched.
4. Maintain engagement
Tone shifts are a powerful way to keep the viewer engaged throughout the video. A tone shift is a point in the video where the story pivots, often accompanied by a change in music or topic. This simple pivot tells the viewer “Hey wait, there’s more,” piques their curiosity and gives them a bit of a refresh of energy to keep paying attention.
End with a “Jab”. What you leave your audience with is almost as important as what you draw them in with, a clear call to action that is best paired with an impactful moment or sound bite that leaves some curiosity hanging in the air. This encourages the viewer to take the next step and learn more.
Narrative Transportation: The Transformative Power of Storytelling
When crafted effectively, your audience can lose themselves inside the story, a phenomenon known as narrative transportation. They can leave their living room couch and enter the story world, experiencing the next few minutes or hours as if they were the main character. This immersive state not only creates a strong emotional response, which is a critical part of driving behaviour and thinking, but it also causes us to drop our defences. When inside the story world, we're far more receptive to ideas, new and old, whether we agree with them or not.
This is the transformative power of storytelling in video marketing. It’s not about bombarding the audience with facts and logical arguments. It’s about crafting a narrative they can step into, relate to, and ultimately, be moved by.
In a world where telling people to change rarely works—consider the endless health advice we all receive—storytelling offers a different, more effective path. It’s not about telling someone to eat healthily; it’s about making them feel the deep emotional and physical benefits of that change through a compelling narrative.
The ROI of Emotional Advertising
According to the Institute of Practitioners of Advertising (IPA), emotional creative is twice as likely to deliver major profit gains compared to rational, message-led campaigns. Emotional campaigns are more effective in the long term and are more likely to be shared and go viral.
Driving Action with Video
But how can you use emotional video to drive specific actions? It’s essential to align the emotions in your videos with your audience's stage in their buyer’s journey, as this can help to guide the tone of the piece.
Driving Awareness
When trying to drive awareness, viewers are looking to be inspired to action. In this stage, it's important to focus on positive and uplifting emotions, such as:
- Happiness/Joy/Delight
- Hope/Excitement/Anticipation
- Pleasure/Amusement
- Surprise
- Love/Affection
Driving Conversions
When the goal is to drive conversions, it's important to move beyond inspiration into deeper emotions that resonate with specific desires and needs, such as:
- Desire for Control
- Poverty of Time
- Desire for the Latest and Greatest
- Self-Achievement
- Economy of Time
- Make Me Better
Crafting Authentic Connections: Tips for Success
Deeply Understand Your Audience
Go beyond surface-level knowledge of your customers. Dive into their problems and needs, and articulate how your product or service provides a solution. A well-crafted story can bridge the gap between you and your audience, allowing them to see themselves in the narrative and connect with your brand on a deeper level.
Build Trust and Authenticity During Interviews
Let your company’s core values shine through in your content. Avoid scripted or forced narratives; instead, aim for genuine and heartfelt storytelling. The person asking the questions during a video interview plays an integral role in setting the tone for an authentically emotional video project. They should be an empathetic soul who will make interview subjects feel heard, safe and understood.
Start with questions to warm people up and take the time to have a conversation. If your video is dealing with sensitive topics, let the conversation guide which questions come next and give emotional moments space to breathe. Be grateful for their sharing.
Avoid Making a Commercial
People crave genuine communication and are tired of being “pitched” to. Resist the urge to talk about yourself and instead focus on the story you are telling.
Introduce a Relatable Character Early
People love people. Introduce someone your audience cares about within the first few moments to trigger a compelling, emotional response.
Use Authentic Voices and First-Person Narratives
Avoid professional voice talent and “corporate speak.” Instead, let your subjects speak directly to the camera, sharing their own stories in their own words.
Simplify Your Presentation
Resist the urge to add clutter like unnecessary titles, stats, or talking heads. Powerful visuals reveal more emotion than any words can so present the story as purely and simply as possible.
Be Mindful of Imagery and Use Close-Ups
Establish content and an overall setting with wide and medium shots, but then make the scene more intimate. Video has the wonderful capability of being a magnifying and isolating tool. Bring your viewer in close to focus attention on the important details and nothing else.
Craft with Intention
Storytelling is an art and a science. Use insights into human psychology and behaviour to craft stories that not only capture attention but also hold it. A well-told story, crafted with intention, can be a powerful tool for connecting with your audience emotionally.
The Final Takeaway
Emotion is a catalyst for action. It prompts us to engage, inspires us to change our lives or others’, and fosters strong associations with brands. This is especially important for charity organisations or videos intended to raise awareness. In almost all cases, the emotional response developed after watching an advertising video can mean the difference between buying or not buying a product. But, It’s not just about increasing sales; emotional marketing can grow your business in many ways, from enhancing brand associations to attracting future talent.
So, as you craft your next marketing video, remember: it’s not just what you say, but how you make people feel that truly counts.
“At the end of the day people won't remember what you said or did, they will remember how you made them feel.”
- Maya Angelou
In the battle for your viewer’s heart, emotional storytelling is your most potent weapon. Use it wisely, authentically, and with intention, and you will not only win their attention but also their loyalty and action.
Ready to Win Your Viewer's Heart?
Storytelling is a craft, and like any craft, it requires expertise and finesse. At Reach Video, we specialise in helping businesses like yours tell their stories in the most compelling and impactful way possible. Whether you are just starting with video marketing or looking to elevate your existing strategy, our storytelling experts are here to guide you every step of the way.
Ready to transform your marketing with the power of storytelling? Contact us at Reach Video for expert guidance and support. Let’s craft stories that resonate, engage, and inspire action.
Read more about our Brand Story solutions on our services page.
If you enjoyed this article and found value in it then please consider sharing it with your network. We'd really appreciate that!
7 Types of Stories You Need in Your Business
Unlock the Power of Storytelling to Connect, Engage and Inspire Your Audience
Do you want to learn how to tell your business story in a way that engages and inspires your audience? Whether you are a marketing professional aiming to elevate your brand’s presence or a business owner looking to connect with your audience, storytelling is a powerful tool that can transform your business communication.
This article will teach you 7 different types of stories you can tell in your business. Every kind of story has its unique characteristics, and it is essential to understand which one best suits your business message. If you're wondering about the significance of storytelling in today's digital age, especially in video marketing, you can read more about The Power of Brand Storytelling in Video Marketing. We will also show you the effects a well-told story can have on your marketing and business objectives.
So, let's break down the storytelling process!
Like most things in life, storytelling needs structure; it requires a sound framework to build on. This is why we have seven types of stories, so you can understand which one best fits your business message.
The seven types of stories are:
- The Why Story
- The Teaching Story
- The Values Story
- The Impact Story
- The Vision Story
- The Origin Story
- The Objections Story
We’ll go into each story type below.
1. The Why Story – A Story of Purpose
This story reveals the core values and driving forces behind your business. It answers the fundamental question: Why does your business exist?
Why Your Business Needs It:
- To connect with your audience on a deeper level by sharing the core purpose that drives your business.
- To build trust and credibility by showing the authentic motivations behind your brand.
Crafting Your Why Story:
- Start with the origin story of how the brand or idea got started. Through this experience, have your character share what motivates or drives them to continue to grow or do this work.
- Have your character share the most personally memorable, specific story of how their work has impacted others. Then have them reflect on how their impact made them feel and how their impact drives their work.
Example: Imagine you run a sustainable fashion brand. Your Why Story could revolve around your personal awakening to the environmental damage caused by fast fashion, and your resolve to create a change.
How to Use and Distribute:
- Feature it prominently on your website’s “About Us” page.
- Share it on social media platforms to engage with your followers.
- Use it as an introduction in webinars or presentations.
2. The Teaching Story – A Story that Educates
This story is designed to impart knowledge and insights. It positions your business as an expert, teaching your audience something valuable.
Why Your Business Needs It:
- To establish your brand as a thought leader in your industry.
- To educate your customers about a complex product or service in an engaging way.
Crafting Your Teaching Story:
- Identify the Concept: Start by defining the idea you’d like to teach with this story.
- Find the Story: Find a character who has a moment in time when they or somebody they know learned this concept.
- Define the Conflict: The goal of the conflict in a Teaching Story is to set up what’s at stake and why this information is essential.
Example: If you’re a digital marketing agency, your Teaching Story could be about a small business owner who learned the importance of SEO and how it transformed their online presence.
How to Use and Distribute:
- Create a series of educational blog posts or videos.
- Share it on LinkedIn and other professional networks.
- Use it in workshops or training sessions.
3. The Values Story – The Story of Principles
This story showcases the core values that guide your business. It illustrates how these values are embodied in actions and decisions.
Why Your Business Needs It:
- To attract customers who share similar values.
- To differentiate your brand in a crowded market.
Crafting Your Values Story:
- Define the Value: Find a person who has experienced this value in action. Help them hone in on one specific experience by asking questions.
- Find the Character with a Specific Experience: Break down the experience into a clear beginning, middle, and ending.
Example: For a company that values sustainability, a Values Story could focus on the journey of a single product from ethically sourced material to a satisfied customer.
How to Use and Distribute:
- Showcase it in your company’s recruitment materials.
- Feature it in your annual report.
- Share it on social media during relevant awareness months or days.
4. The Impact Story – A Story of Change
This story highlights the positive changes that your product or service has brought about. It’s a powerful way to showcase real-world results and benefits.
Why Your Business Needs It:
- To illustrate the tangible benefits of your product or service.
- To inspire potential customers with real-life success stories.
Crafting Your Impact Story:
A New Take on Testimonials: An impact story, often likened to a testimonial, goes beyond a simple endorsement. Here, we highlight real individuals and the transformations they experienced through our product or service.
Example: Consider a solar panel company sharing the journey of a homeowner who significantly reduced their energy bills and carbon footprint through their installation.
How to Use and Distribute:
- Use it as a case study on your website.
- Share it in email marketing campaigns.
- Feature it in your booth at trade shows.
5. The Vision Story – A Story of the Future
This story paints a vivid picture of the future that your business is striving to create. It’s about inspiring your audience with your long-term vision.
Why Your Business Needs It:
- To inspire and align your team around a shared future goal.
- To attract investors, partners and customers who want to be part of that future.
Crafting Your Vision Story:
- Lead with Desire: Personify the brand, or choose a character who is helping to lead the charge in the business. Highlight the more important goal or desired impact of their work.
Example: If you’re a tech startup focused on clean energy, your Vision Story could paint a picture of a world made better through your innovation.
How to Use and Distribute:
- Use it in investor pitches.
- Feature it in a prominent section of your website.
- Share it at company-wide meetings to inspire and align your team.
6. The Origin Story – A Story of Beginnings
This story narrates the genesis of your business. It takes your audience back to where it all began, making your brand more relatable and authentic.
Why Your Business Needs It:
- To humanise your brand and make it more relatable.
- To build trust by showing the roots and authenticity of your business.
Crafting Your Origin Story:
- Choose Your Character: Your character should be somebody involved in building the business from the beginning.
Example: The story of how the founders met and the challenges they overcame to start a renewable energy business.
How to Use and Distribute:
- Use it as the foundation of your “About Us” page on your website.
- Share your Origin Story video as part of a crowdfunding campaign.
7. The Objections Story – A Story that Overcomes Doubts
This story tactfully addresses the reservations or objections that potential customers might have. It’s about turning scepticism into trust.
Why Your Business Needs It:
- To proactively address and overcome potential objections or concerns from customers.
- To build trust by showing that you understand your customers’ concerns and have solutions.
Crafting Your Objections Story:
- Clarify the Objection & Choose Your Character: Identify the most common objection received from clients, customers, etc.
Example: Consider an engineering company looking to transition to a more sustainable energy source for its operations. The Objections Story could focus on the initial hesitations of the company's board about the upfront costs and potential disruptions to their operations. However, after realising the long-term cost savings, increased energy efficiency and positive environmental impact, they fully embraced the transition, positioning themselves as industry leaders in sustainability.
How to Use and Distribute:
- Use it in sales presentations to address objections upfront.
- Feature it in a FAQ section on your website.
Summary
In this guide, we’ve broken down 7 types of stories that can supercharge your business marketing. These stories are more than just narratives; they are strategic tools that can help you connect with your audience on a deeper level, humanise your brand and drive meaningful engagement.
Remember, storytelling is not just about telling tales; it’s about crafting narratives that resonate with your audience's values and aspirations. It’s about painting a vivid picture that can inspire, educate, and move people to action.
So, start crafting your stories today and watch your business grow!
Acknowledgements
This framework for storytelling is inspired by the Muse storytelling process, which has been a significant influence on our work at Reach Video. Muse has developed a powerful approach to crafting impactful, purpose-driven stories, and we highly recommend checking out their process for a deeper dive into the art of storytelling.
Ready to Take Your Storytelling to the Next Level?
Storytelling is a craft, and like any craft, it requires expertise and finesse. At Reach Video, we specialise in helping businesses like yours tell their stories in the most compelling and impactful way possible. Whether you are just starting with video marketing or looking to elevate your existing strategy, our storytelling experts are here to guide you every step of the way.
Ready to transform your marketing with the power of storytelling? Contact us at Reach Video for expert guidance and support. Let’s craft stories that resonate, engage, and inspire action.
Read more about our Brand Story solutions.
If you enjoyed this article and found value in it then please consider sharing it with your network. We'd really appreciate that!
How to Create a Brand Story Film
Top Tips for Compelling Video Storytelling
Crafting a story that resonates
In today’s digital age, storytelling is a key component of successful video marketing. More businesses are tapping into creative ways to use documentary-style videos, often referred to as "brand story films" or "mini-docs," to authentically showcase their company. These mini-docs are concise, impactful documentaries that focus on a singular story and vision related to your company’s core values and mission. They often include interviews with key employees or satisfied customers, and they are designed to be brief, engaging, and focused.
According to Dr. James McQuivey of Forrester Research, one minute of online video is equal to 1.8 million written words, making it an incredibly efficient way to communicate. This gives storytelling in the business world the power to be a secret weapon—a compelling story can attract your ideal customers and engage them in a way that sets your brand apart from the competition.
In Part 1 of this article, we explored The Power of Brand Storytelling in Video Marketing. Now, let’s dive into the practical aspect—how to effectively craft and integrate storytelling into your video marketing strategy. This guide is inspired by the Muse Storytelling Process, whose teachings have heavily influenced our own approach to video storytelling. We will delve into practical steps for crafting a narrative that resonates, focusing on the four essential pillars: People, Purpose, Plot and Places.
The Four Pillars of a Compelling Story
People: The Heart of Your Story
A great story starts with a great character. Having a strong lead character, what we call the "Heart," is critical in creating a story that your audience will emotionally connect with. This character is the emotional core of your story, and they are the ones who the audience will follow, empathise with, and root for. They could be a founder, an employee, a customer, or anyone else closely tied to your brand.
Tip: Select a Heart character who is passionate about your brand and can authentically convey their experiences and emotions. This character should have a clear desire or goal that drives the narrative and resonates with the audience.
Helpers and Experts
Secondary characters, such as Helpers and Experts, serve specific purposes in a story and should be chosen intentionally. Helpers fill gaps in the plot, share plot points, offer perspectives and aid in communicating the story's purpose. Experts provide necessary information briefly and should possess authority and passion for the subject matter.
Tip: Use Helpers to reinforce the Heart character's journey and Experts to lend credibility to your story. Be mindful of the number of secondary characters to avoid confusing the audience and diluting the emotional impact.
Purpose: Defining the Deeper Meaning and Objective of Your Story
The essence of a compelling story lies in its deeper meaning. This is what ensures your story is remembered and has a genuine impact. Before delving into the narrative, it's crucial to clarify your objective: What action or change in perception do you want from viewers after they've watched your story? A powerful story should not only impart wisdom but also change how the audience perceives something in the world.
Tip: Begin by articulating the 'why' behind your brand. How does it aim to positively influence its customers or the broader world? This foundation will guide the narrative, ensuring it resonates and remains memorable.
Plot: Structuring the Journey
The plot is the backbone of your story, designed to engage and captivate your audience. It's the sequence of events that guides your audience from the story's inception to its conclusion. Drawing inspiration from the Muse Process, the structure of a compelling story is built around six pivotal beats, known as the 6 Essential Plot Points. These moments are crucial in determining the story's engagement factor.
- Hook: The Hook is the opening of the film and should be powerful, unique, and conflict-driven to capture the audience's attention. Spending time developing a strong Hook is crucial, as it determines whether the rest of the film will be watched.
Tip: Forge a strong emotional bond between the audience and the Heart character at this stage. Clarify the stakes involved. - Conflict: This is where the central challenge or obstacle is presented, setting the stage for the Heart character's journey.
- Initiation: As the story progresses, the Heart character, aided by Helpers and guided by Experts, embarks on their journey. They take the first steps to confront and attempt to resolve the conflict introduced earlier.
- Journey Points: These are the pivotal moments as your character navigates the challenges. It's about the struggles they face, their growth, and the changes they undergo.
Tip: Ensure the conflict remains relatable and pertinent to your audience, showcasing the Heart character's trials and growth to deepen the audience's emotional connection. - Resolution: This is where the conflict finds its resolution. Showcase how the Heart character has evolved and transformed as a result, fulfilling the story's promise and leading your audience to a newfound understanding or perspective.
- Jab: Conclude with a universal insight or takeaway from the character's journey, leaving a lasting impression.
Tip: This ending should resonate with the story's purpose, guiding the audience towards the desired action or thought.
By meticulously crafting these plot points, you ensure that your audience remains invested in the journey of your characters, making your story both memorable and impactful.
Places: Building Trust Through Environment
The settings and environments in which your story unfolds play a pivotal role in establishing trust and deepening the connection with your audience. By showcasing the actual places where your company operates, you provide a tangible context, allowing the audience to immerse themselves more authentically in your narrative.
To effectively bring your story to life, it's essential to delve into the Layers of Place. These layers include Situations, Environments, Objects, and Time. By meticulously planning and visualising these elements—be it the colours, settings, props, graphics, angles, or lighting—you ensure that each scene resonates with authenticity and purpose.
Tip: Use visuals to spotlight key locations integral to your story, the settings where your company operates, areas of community involvement, or places where your products are made or used.
In another article, we explore 7 Types of Stories You Can Tell in Your Business to further help you craft compelling narratives.
Practical Tips for Crafting Your Brand Story
- Deep Dive into Your Brand’s Values:
Start by revisiting your company’s mission and values. What are the core principles that guide your business? This will form the foundation of your story. - Identify Your Heart Character Early:
Before you even start crafting your story, identify who the Heart, or main character, of your story will be. This person should embody the values of your brand. - Create a Storyboard or Outline:
Plan your story visually or textually before you start filming. This will help you identify key scenes, characters and the flow of your narrative. - Show Authenticity:
Avoid scripted or overly rehearsed scenes. Authenticity resonates with audiences, so let the genuine emotions and personalities of your characters shine through. - Leverage the Power of Music and Sound:
The right soundtrack can elevate your story. Choose music that complements the tone of your narrative and enhances emotional engagement. - Review and Revise:
After your initial draft or edit, review the story. Does it align with your brand? Does it feel authentic and engaging? Be prepared to make revisions. - Test Your Story:
Before a full launch, share your video with a small group of trusted colleagues or customers for feedback. Use this insight to make final adjustments. - Remember the Logo Test:
As a final check, imagine your video with a competitor’s logo. If it still feels uniquely yours, you’ve created a story that truly represents your brand.
Tip: Storytelling is an art, and like all art forms, it requires practice. Don’t be afraid to iterate and refine your approach based on feedback and results.
Promotion: Don’t Forget This Crucial Step
Just as Alfred Hitchcock said the most critical component of any film is the script, the script, the script; we’re sure that if he were around today and in marketing he would say the most important thing you can do for your video is promote, promote, promote! There’s no point putting all of your effort, time, and money into creating an amazing storytelling video if no one is going to see it. So, when you have your video and you’re ready to release it to the world, be sure to push it on as many different platforms as you can.
Tip: Consider a multi-channel promotion strategy. Utilise social media, email marketing, partnerships and your company’s website to maximise the reach of your video.
Conclusion
In a world where content is king, storytelling is the crown jewel. By balancing the four pillars—People, Purpose, Plot and Places—you can craft a powerful narrative that not only showcases your brand but also connects deeply with your audience, turning viewers into loyal customers.
For more on why storytelling is so crucial in video marketing, don't forget to check out our previous article on The Power of Brand Storytelling in Video Marketing.
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Your Brand Video. What it is and what it’s not.
How to use your brand video to effectively tell your story and attract your ideal audience
Not so long ago, businesses would rarely use more than one type of video. This would be the company video, a promotional film that was all about themselves and was often a little conceited too. This video would be shown everywhere possible, at presentations, exhibitions and on a constant loop in the company reception.
These days, with video most commonly shown on the internet, it is no longer enough to use one style of video to do it all. Corporate video has evolved and the company promotional video is now commonly called a brand video. You may have read my earlier article where I listed the brand video as one of the 7 effective ways to use video in your business marketing. It is still an essential element of a business’s video marketing but the content and structure need to be different if the video is to attract and engage your target audience.
So what is a brand video? Read on to find out.
Brand video overview
A brand video is perfect content for raising awareness and positioning your brand in the market. This ‘top of funnel content’ should be targeted at an audience that is early in their customer journey and needs to be created with an emotional connection in mind.
People buy with emotion and then justify their purchase with logic, so an “awareness video” such as your brand video is about encouraging people to connect emotionally with your company. You must do this before asking them to buy.
Tell the story of your business and why you do what you do. Show potential customers that you have the answers they need and that you understand them. Give an overview of your products and services. This is your chance to introduce your brand.
Why create a brand video?
The brand video is powerful content for your business. It introduces potential customers to the personal story behind the brand and is a great way to showcase why you’re the best choice for your audience.
Your brand video is a fantastic way to bring the personality and ethos of your business to your target customers in a format that people are most able to retain.
This is core video content that plays an important role in many video marketing strategies.
What should a brand video include?
As we’ve seen above, a brand video needs to tell the story of your business, the how and why it came into being. There are many different ways that you can choose to do this, depending on the story you want to tell.
Typically, the duration of these videos is between two and three minutes. Long enough to tell your story, differentiate you from the competition and engage potential customers without being overwhelming.
If possible, try to include one or two client testimonials within your brand video. Video testimonials help people see other people like themselves, which helps them relate, to picture themselves in the other person’s place. Therefore, a client testimonial video can be an extremely powerful tool in converting sceptical leads. There needs to be a method of gaining your prospect’s trust to convince them to engage further with your business, which is why video testimonials are so powerful.
I’m a big fan of Donald Miller’s Storybrand and if you’re familiar with his content then you will already know that the most successful brand stories are those that recognise the ‘hero’ is not the brand. Instead, we must position the client or customer in the hero role with the brand, business or product serving the role of the guide. At the awareness stage in the customer journey, your audience doesn’t really care about you. They are focused on themselves and their own problems which they are seeking a solution for. Acknowledge your audience’s problems, provide a solution through your products or services and offer to guide them to a successful resolution.
The structure of your brand video
Your brand video or ‘story’ needs to have a clear emotional hook that grabs the audience’s attention with something that they really care about. This can be a visual, textual or aural hook, whatever will best serve your story and draw the viewer in.
Often, the emotional hook will reflect the ‘pain’ or problem the customer faces. You should emphasise what’s at stake from the outset.
From this pain comes desire – the desire for a better life, a resolution, the realisation of a dream. This is what sets your brand story in motion.
The video should set up the positive outcomes that can be reached by working with your brand, product or service. Allow your customers to really connect with that and want the same outcomes for themselves.
This is where your brand comes into its own, guiding and leading the customer through their journey of transformation and success.
With your business by their side, how will the customer’s new normal look? Your brand story should clearly highlight the win, the possibilities of a changed life that come from engaging with your brand.
Finally, a soft call to action inviting viewers to learn more or engage further works well and can be either explicitly mentioned or more subtly encouraged through the words and action on the screen. This could be asking viewers to download a free guide, enter a competition or sign up for a webinar. The action will depend on your video strategy and the overall goals of the business.
Building on your brand story
With your ‘Brand Story’ in place, we recommend creating additional video content that continues the conversation with your prospective customers and moves them through your sales funnel. Examples of such content include ‘Client stories’, ‘How-to’ or ‘Explainer’ videos, ‘FAQs’ and in-depth ‘Services’ videos.
As we can see, brand videos are a powerful communication tool between any business and its customers.
Of course, the content has to be supported by a great video marketing strategy. In other words, you need to know why you’re using video and what your desired outcome is. Get that right and your content will truly resonate with its target audience, turning them from first-time viewers into passionate brand ambassadors.
Developing a strategy for using video in your marketing mix can be confusing if you haven’t worked extensively with video before.
If you want to make video a profitable part of your business, it’s important that you have a video marketing strategy that extends beyond your normal digital marketing or content marketing strategy, and maximises the impact of the videos you get produced.
Don’t know exactly what you need?
Get in touch for some free advice and discover:
- What videos will have the greatest impact on your bottom line
- The best way to have your videos produced, based on your needs and budget
- The video marketing channels that will deliver the greatest reach and engagement for your brand