A common phrase heard in boardrooms and among C-Suite Executives is the ever present entreaty to “think outside of the box.”
Yet when it comes to creating online video content to communicate the company brand, most often the examples that are proposed are fairly conventional. So a dose of thinking outside of the box, should be deployed when planning your next online video campaign.
To start the process, simply imagine have a camera recording literally every, event, meeting, conversation, and customer interaction with you business. There is a potential gold mine of video content that can be utilized to communicate the “intangibles” of your business or service online. Rather than focusing on “features and benefits” consider focusing on aspects of your company or product that constitute your “brand personality”, and can begin to draw people in to your conversation. Remember that when you communicate, you are always sending messages to an “internal” as well as an “external” audience. While the central focus of online video content is most often dedicated to reaching new customers, its also vital to reinforce your message with current customers, and your employees.
So think outside of the box. Imagine a video camera recording every possible business moment, no matter how mundane. Take advantage of opportunities that can facilitate a personal connection. And remember that while you need to communicate to potential customers, you also must consider you current customers, and don’t forget the people who make you company work: your employees.