It might seem impossible to generate brand awareness, especially when your brand is just getting started. But here at Yum Yum Videos, we know that it’s not as hard as it looks, and we want to share some of our secrets with you!
Generating brand awareness is possible if you play your cards right. Of course, the first step is to choose the right type of media content to catch your viewers’ attention – and if you’re considering video, then you’re on the right path.
Video content is taking over the internet. Basically, if you’re not using video yet, then you’re not prepared for the future. Even Facebook predicts that by 2019, it won’t even feature text: their guess is that the future Facebook will be all “video, video, video”.
So, come on and jump on the bandwagon! Today, we’ll share what you need to create great videos that generate brand awareness. Let’s go!
1. Use your brand’s colors
Using your brand’s colors in your video will create a very powerful visual identity. On a subconscious level, it will influence your audience and make them recall your brand easily.
The best part is that you can use these colors in every way you can think of! Craft a color palette with your brand colors as its main tones, and use them in backgrounds, objects, and even your animated character’s clothes.
Just take a look at the use of colors in this motion-graphics explainer video we made for Re-TRAC:
Using your brand’s colors will make your brand present all throughout the video – not only when your logo appears at the end. Also, your audience will always remember you as the brand that’s behind that inspiring story and cute characters. If that’s not brand awareness, then we don’t know what is!
2. Include custom characters
When you’re making an animated video, there’s nothing you can’t do. You can customize your entire video as you wish, but some of the most important things to customize are the characters.
It’s very important to include animated characters in your video, because they humanize your brand and make it seem more fun and approachable. But also, they’re a great way to include some custom content in your video – by creating characters that behave and look like your target audience.
First, you need to create your buyer personas, which are prototypical representations of your audience. You can give them names like “Hannah Businesswoman” and “Tom Stay-at-home-dad” if you want to have some fun with it! (In fact, here’s a chart with the most common names for every profession: from firefighter to sales rep).
After you’ve put a name to each prospect type, it’s time to design the characters you need to help you take your story forward – and design them with these buyer personas in mind.
This will make your audience feel identified with your brand! They’ll see their situation reflected in your brand video, and they’ll know that your product will be the perfect solution for them.
For example, take a look at the characters in this video. Fresh Tunes’ target audience was certain types of young people around 25-35 years old, and they were interested in music:
Customize your video as much as you can. The goal is to make your audience feel like you’re speaking directly to them.
3. It’s not about you!
Yes, we know. When you’re planning branded content, all you want to talk about is your brand and product, right?
Well, let us tell you: that won’t get you anywhere. Of course, you’ll introduce your product or service to your audience, but you need to put the needs of your audience first. Actually, when telling the story, the features of your product are the last thing you’ll want to explain.
Just don’t be narcissistic! When planning content for your brand video, you must communicate what your prospects need and provide answers to their problems and questions.
The best way to structure a video is to write a script that has a clear beginning, a middle and an end. In the beginning, you should introduce your characters and the problems they’re facing (which will be the same as the ones your target audience is facing). Only after you’ve connected with your audience, you can mention your brand’s name for the first time.
Then, you can introduce your product and explain how it solves your character’s problems. By doing this, your audience will know that you actually care about their problems, and that you understand their struggles – you’re not only another nameless brand trying to sell a product.
What would happen if you do it the other way around, putting your brand’s needs first? You’ll end up with a video that only praises your product but has no real value to your audience – and people won’t watch it all the way to the end.
4. Find the correct voiceover
Good, professional narration is important. A good narration is something that should pass unnoticed by your audience: it must be understandable and natural for them.
Why unnoticed? Because in this subject, you only become aware of the voiceover when it sounds weird. Maybe the voice artist is speaking in a weird tone, or they’re not pronouncing words correctly. But one of the things that matters the most, is that your professional voice talent must be a native to the country where your audience is from.
By hearing a familiar accent, your target audience will feel more confident, because they will be hearing someone that actually sounds like them. Psychologically, this will mean that the person speaking is a voice of trust – and if this voice is saying how useful and reliable your brand is, your prospects will believe it.
For example, take a look at this video we made for Pyckio. They needed to engage their Spanish customers, and build brand awareness among them – so of course, we used an Spanish voice artist. Could you imagine if we had used an American voice talent instead? (The audience would have probably been very confused!)
5. Make your brand the synonym of ‘trust’
We tend to trust what is actually important and useful to us. And your audience behaves just like that: they will only trust a brand that understands their problems and that knows how to provide the correct solution.
And trust is incredibly important. When people buy something online, they’re not only investing money: they’re investing trust. They want to know that the fact of purchasing a certain product will help them fill a need.
So that’s what you need to communicate: a trustworthy image for your brand. It starts by having consistent communication in every piece of content: high-quality and attractive visuals will help people gain trust in what they’re about to purchase.
In your videos, you should keep your message simple, but impactful. Provide useful information to your audience, because if you’re the one providing all the answers, you’ll position yourself as an expert in the field.
What could be more trustworthy than that? Just show your audience that you truly know them by being useful and relevant.
Let’s wrap it up!
But the only way to tie all of these tips together, is by using high-quality animation. Many companies underestimate professional video production, and they all end up failing eventually.
The truth is that high-quality animation is a must if you want your video to stand out from the crowd and actually generate brand awareness. Of course, there are very cheap and quick options in the market, but why would you waste money (even if it was a small amount) on a video that won’t grow any empathy or awareness in your audience?
Because great videos drive great results – in brand awareness, yes, but also in sales: they raise conversions by 20% on average. So, find an outstanding team that can promise you these real results for your brand.
One of the best ways to find out if a video production company is actually professional and good, is to look at their previous projects. Take a look at our portfolio, and you’ll see what a professional portfolio should look like.
Also, if you’re interested in generating brand awareness and actually improving your marketing campaign with animated videos, take a look at this free ebook!