The brand is what transcends beyond the features and the design of a product and it is ever more obvious that the essence of a good defined brand is what drives sales.
Capturing and expressing this essence is not easy, quite often the message gets caught in the clutter of an ever more crowded and inconsistent communication spectrum.
So getting through all that static becomes quite a challenge especially when you start engaging your audience directly and your message isn’t backed by solid tangible markers for your customers. Quite often if we are to ask customers in any market what is the first and strongest factor that influences their acquisition choice they would repeatedly indicate the price is a strong influences and even a deal breaker. But somehow we still have successful brands and companies that are thriving practicing a high price policy.
What customers actually mean is that value is what influences their acquisition process and as we know value and price are not one and the same and it is up to us to reach out to our customers and convey the message in an efficient and easy to understand way.
We’ve entered an era where consumers are buying based on the values a brand portrays and whether or not those values align with their own ideals. Expressing strong emotional values, brands are able to engage their customers on a deeper level. This level of engagement can transform a customer into a recurrent customer or even an advocate of a certain brand.
So how can brands better showcase their core values and allow consumers to make an emotional connection? To achieve this level of engagement I believe first of all you need a clear understanding of what you and your company stand for. Second of all you need to invasion how your product/service will fall into place with your values and your customers values and how your product will impact their lives. Encoding all of this in a focused communication campaign that positions you in a healthy relationship with your audience is the next step and at the centre of it you need to place a powerful instrument that is capable to capture and express the core values of your brand.
If you manage to tick these it will all start as a story and will end up with “let me show you this… “. I know that film is the most powerful and efficient storytelling instrument that we as mankind have ever developed. It seems natural and it is to brand core values onto film. The best brands stand for things people care about just like good movies. So suddenly all becomes quite clear, successful companies rely on having a strong positioning by incorporating powerful core values within their brands. In order to help people understand the brand you need to understand the story and the story must be able to break through.
The best brand positioning is always simple and clear yet powerful and emotional. Once people understand the values a certain brand stands for they must also understand how they fit in and how they can engage with the brand, stand by the brand and be part of the brand. They need to see a part of themselves in it.
Developing emotional stories and humane characters that ultimately bring the customer closer to the brand are key features a brand film stands for, something that traditional advertising has ignored and has relied on generically sketched characters and mock-up situations that quite often tend to dissociate viewers away from the portrayed brand.
So by intertwining film techniques specially designed to emphasize human emotions with intelligent branding the brand film is gaining ever more ground. Through its versatility and ease of understanding we are now able to cross cultural and language barriers and discover, forge and deliver solid brand values that engage the audience on a higher level while asking questions, raising debates and constantly drilling into the wonder that is human nature.
This is why I believe the brand film is here to stay, because it’s pushing brands forward towards human values and aspirations of a better world.
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