The Uncertainties of a Brand Story Video is Beautiful
Recently, a tech company enlisted my services to create a video for their new product launch. Though I initially pitched a brand story concept to connect with their audience, we ultimately followed their directive for a product-focused video—a dazzling showcase of their latest innovations. While both approaches have merit, I've found that storytelling often resonates more deeply with consumers than straightforward product features.
Consider this: imagine a revolutionary dog collar designed to aid potty training. In a product-focused video, we'd highlight its features with sleek visuals and impressive statistics. But in a brand story video, we'd delve into the founder's journey—a humorous recounting of the frustrations that inspired the invention, complete with relatable scenes of canine chaos and exasperated clean-up efforts.
The distinction lies in uncertainty. Product-focused videos adhere to a clear vision, emphasizing key selling points and target demographics. Conversely, brand story videos embrace the unpredictable nature of human emotion, allowing for unexpected moments of authenticity and connection. Take, for instance, a scenario where a founder's discussion about their brand unexpectedly veers into personal memories evoked by the colour pink—this unscripted tangent adds depth and relatability that scripted content may lack.
In my experience, collaborative conversations with clients yield richer storytelling than rigid scripts. We balance structure and spontaneity by outlining key topics rather than boxing ourselves into predetermined narratives. This approach fosters creativity while ensuring we stay on track with our messaging objectives.
Ultimately, brand storytelling is compelling because of its uncertainties. By embracing spontaneity and authenticity, we invite audiences to connect with our narratives on a deeper level—one that transcends mere product features and statistics. So, as you craft your marketing content, consider the power of storytelling to captivate hearts and minds in today's crowded digital landscape.