How to create a brand story video that sells

Photo by Darius Bashar on Unsplash

Ever since I started to monetise my passion for creating images and films, I have believed in the power of storytelling and how it can impact others. The most important essence of connecting with your customers is through storytelling because people tend to resonate better with stories than numbers or statistics. Therefore, I started a video production company that focused on helping businesses craft emotionally relatable brand story videos to connect and reach their target audience. Despite being told not to niche down or do so by industry experts, I have never steered away from my origins of making brand story videos because I fully believe in the power of storytelling. Over the years, with my team, I have had the honour of producing brand story videos for many brands. Today, I will share my thoughts and what it takes to create a compelling brand story video. 

Why is it important to have a brand story video?

Because people remember stories more than numbers and statistics, if you look back and name some company videos you have seen in the past or chanced upon, you will most definitely remember the stories behind them. The thing about crafting a good story is… it resonates with human beings. In this case, a carefully planned and executed brand story video will connect with your customers on different levels depending on how you position your narratives. If it leans more towards a customer’s point of view, your customers can relate to your message and there will be a higher chance of purchasing your products or services. If it leans more towards your expertise, there will be an entirely different outcome too. In short, the main purpose of having a brand story video is straightforward — stand out, be uniquely you, share your expertise, show what your product or service is all about, and make money. Think of it like a one-size-fits-all solution to your problems.

Let me give you an example.
Today, you run a business selling fruits with ten other stores near you. What will happen next? Price war. Customers will approach your product or service from a price point if everyone is selling the same product or service. Meaning, if there is nothing special to lift your business on a pedestal, customers will purchase according to the cheapest or most convenient location for them.

The truth is… 

No one is the same, no matter what. 

Picture this. 

Everyone walks different paths along the way. The reason behind you wanting to start your business will differ from why he wants to start his business, even though both of you are selling the same product or service. Telling your stories will allow you to stand out and be different. This way, you will create a community of like-minded customers who support your brand. This way, you won’t go through the hassle of explaining to customers why they should purchase from you instead of the other dude next door. You create a brand and you let them decide for themselves. You have your own stories and they have theirs. 

Here are some of the topics to pair with your brand story video. On a side note, there are more topics out there but I find these 3 most effective.

• Behind the scenes

• Client’s Testimonials

• Educational

Behind-the-scenes

Most of my clients are against this idea because it reveals or exposes their secrets. I felt this way when I was just starting as a filmmaker. What changed my mind and gave me the confidence to do so is simple — no one can copy you, period. 

Take me for an example. In recent years, I have liked to film behind-the-scenes videos of me and my team working with our clients. I know some industry experts are laughing at my equipment and techniques but at the end of the day, it doesn’t matter. Why? Because I have put out good work for my clients. Despite having lousy equipment and techniques, my clients are head over heels for the final product and it keeps them going. Why do even care about what the other says? I must serve my client and that is all I care about. 

Another reason for shooting BTS (Behind-the-scenes) videos is because of the emotions it carries. Sometimes, potential clients are afraid to work with a production team because it intimidates them — It might be their first time shooting a brand story video or speaking in front of the camera. BTS videos will ease their worries as they witness how fun it is to be part of the production. This way, they will know what to expect and why they paid X to film their brand story video.

By shooting BTS videos of you or your team in action, your customers can get to know you too. Putting a face in front of the brand is one of the most effective ways to create a human relationship with your customers. Everyone wants to know who the founder is. In addition, your customers might be able to learn a thing or two from watching your BTS videos too. 

Imagine this. 
You film a BTS video of how you conduct your yoga class. Even though it may seem fairly simple and normal looking to you, your customers might see it differently. 
- How you conduct your lessons
- How you joke around during lessons
- How you help your students
- How your studio looks like
- How you take care of your students
With this in play, they might purchase there and then, without hesitation. You will never know!

Client’s Testimonials

I find this video style very effective and dangerous. I have come across CT (Client’s Testimonials) videos that are too aggressive. What I mean is that some businesses angle their CT videos in a more hard-selling way. 
- They are the best in the industry! 
- They made me lose 20 pounds!
- They guarantee results!
- They are the cheapest and most effective in the industry!
I know this way of selling works, but I am not a fan of it. I prefer to angle my clients' CT videos in a more storytelling way. Let your customers share their stories and experiences more conversationally after buying your product or services. In other words, please give them the mic, shine a spotlight on them, and let them share. Your goal is to serve your customers; allowing them to do so will be pleasing and less aggressive. 

A method that I find incredibly effective is to interview them in person and let them talk about their journey and what moves them. 

Let me show you an example of a brand story video I filmed for a client of mine.

Here is what I did.

I had conversations with her clients with no rehearsals, scripts or preparation. If I’m not wrong, we only have about 2 mins for each member because of the tight schedule. I find that approaching a client testimonial video conversationally is effective because it does not pressure my subjects or direct them to say a specific line or two. Before the interview, my client had given me a list of questions to ask. My job was to make sure that these questions were answered properly in a more conversational way. 

Let me give you an example.

How do they find my training? 

Hello! Have you had another personal trainer before, and how different does it feel to train with Lizzie? 

Do you think having a trainer instead of exploring fitness on your own is important?

By using a more conversational approach, I get the subjects to share more about their experiences and, simultaneously, answer my clients' questions in a more emotionally relatable way. 

Next, I know how important it is to capture emotions in a film; hence, I attached an external mic to my camera and focused on the laughs and funny moments. 

I included my client’s audio narrative in the film to enhance its emotional aspect and framed my question in a way that empowers her mission for her members.

I shot and coloured the film more cinematically because I wanted her video to stand out. I approached the film as a cinematographer instead of a videographer. 

Lastly, even though it gets dark at the end of the video, I framed my shots to show how hard the girls have worked, from daylight to night. I also set my camera settings to not distort the picture even in low-light situations. 

Educational

This is an effective way to amplify your brand story video, too. The best part about this is that you can do it yourself. Short and sweet educational videos effectively gain reach and engagement numbers, especially if you push it out on your social media pages. Think of it this way. People on their way home, scrolling through their social media feed, chanced upon your video, short and sweet, talk about your expertise, tickling their curiosity. In addition, displaying your knowledge will allow your customers to witness the real you in action — you dropped your shields, became vulnerable, and shared your short stories and knowledge. In other words, you display a side of you that people will pay for. I hope it makes sense, haha. 

Last but not least

Now that you have a rough idea of how to begin or what to include in your brand story video, please do not include everything because your video might be super lengthy. I like to treat each part of said videos like previews. 

Let me give you an example.

Include a short client testimonial video in your main video and create an individual client testimonial video for each member. 

Include a short behind-the-scene video in your main video and create a series of BTS episodes separately. 

This way, you can categorise your content neatly and stock up on ammunition. 

Thanks for reading!