Thursday, November 3, 2016

What Role Does Corporate Video Play in Making A Brand Memorable?

Ever wondered why some of your favourite brands have managed to stay so memorable over the years? Here we took a look at the role corporate video plays in creating strong content.

We all have that one memorable TV commercial that’s stayed with us over the years. Whether it’s Kellogg’s Cornflakes or Honey Nut Cheerios, we’ve all fallen victim at least once to the seductive show tunes and radio jingles.

What Role Does Corporate Video Play in Making A Brand Memorable?

Photo credit: benjaflynn via Foter.com / CC BY

But what about corporate video?

Forget social media; before the Internet became the essential part of society that it is today, there was this thing called the television. On this static box, it played images shared over an antenna that displayed on a televisual screen.

Between regularly programmed television shows, there were these things called “commercials” whose sole purpose was to advertise products to viewers before tuning back into their shows. Before video marketing became what it is today, many brands relied on TV advertisements/marketing as the print ad culture (through newspapers, specifically) began to decline.

And thus, the TV broadcast video commercial was born. In the 1940s. With Mr. Potato Head. Except with actual potatoes:

Now, in 2016, we’ve come a long way in our visual marketing. From video billboard ads to online social media marketing campaigns, we’ve progressed far away from traditional TV formats. And yet for some reason, we still find ourselves being lured back to programmed television.

What is it about television that keeps us coming back to this platform?

Well, to understand brand marketing in television, we must first look at it for what it is.

Some of our most memorable ads have been a thorough balance of ethos, pathos, and logos. They strengthen their credibility as either a reliable service or functional product by demonstrating the product/service in use. Often times, they include a story to appeal to our emotions (or “tug on our heartstrings”, if you will). They also appeal to our logic as being a sensible service/product to have in our everyday lives.

The best corporate videos are the ones that can seamlessly convey this without preaching it from the mountaintops. A strong corporate video will identify the weaknesses in the way a brand represents itself and play up its strengths. It will capture the essence of the brand and understand how to reach its target demographic.

Here at Key West Video, we specialize in establishing brands through corporate video and visual storytelling. For more information on the services we provide, visit our website.

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