Identify Your Brand With Video
More than documents or emails or “about us” sections on a website, videos can create an emotional audio/visual experience that ties directly to the brand of an organization or individual. It is important for your organization as a whole to identify your brand and decide how you want to be perceived. Videos are a powerful tool that can be utilized to identify and portray your brand to your audience.
WHAT'S THE STORY BEHIND YOUR BRAND?
Your business is more than just goods or services—it takes real people with real stories working behind the scenes to be successful.
To drive this point home, LAI Video produced a piece following the every-day life of Kirsten Stuckey, a small business owner and the founder of RiffRaff.
SOFTEN THAT CORPORATE BRAND (WITH VIDEO!)
LAI Video recently had the opportunity to partner with the National Retail Federation and Walmart to highlight a story about giving back. Recently honored on NRF’s The List of “Givers,” we produced a video that spotlights retired Brigadier General Gary Profit and his incredible work developing Walmart’s military programs.
Not only does the video feature other veteran-turned-leaders at Walmart, but it also reminds viewers about the store’s unique military history: Sam Walton founded Walton’s Five and Dime shortly after leaving the army. It’s those military qualities that helped Walmart become one of the world’s largest retailers.
THE LIST SPOTLIGHT: WALMART
Producer/Director: James Favata
Co-Cinematographer + Editor: Anthony Jacoway
Project Manager: Tor Furphy
It takes the right business video production partner to both trust your corporate brand and tell a story as delicate as Profit’s. It was a privilege to record at a Walmart store location and its headquarters in Bentonville, Arkansas.
We kept our team light and agile with a two-man crew of producer-cinematographers, bringing out the best soundbites from Walmart’s finest. In the edit room, we crafted the story out of hours of raw footage to create a promotional video that embraces a lesser-told story of retail.
ALIGNING A BRAND WITH SOCIAL CAUSE THROUGH VIDEO
We’ve all seen it before: A commercial that tries, unsuccessfully, to align a brand with an important social cause. At a minimum, these commercials can feel insincere, as if they’re posturing to satisfy consumer attitudes. At worst, they can feel outright offensive (cue 2017 Pepsi ad featuring Kendall Jenner).
While aligning a brand, or product with a social cause is not an easy feat, when done correctly, it can be a powerful way to build consumer loyalty. Whether it’s supporting local businesses or making time for loved ones, consumers build trust with brands in which they share similar values.
Here are four examples of commercials that definitively align brands with important social issues:
- We Believe: The Best Men Can Be | Gillette (Short Film)
- Dream Crazy | Nike
- “Who Wouldn’t” | Groupon
- Project Spark: Anthem | Midas
Bullying. The #MeToo Movement. Toxic masculinity. These are just some of the emotionally-charged conversations that Gillette addresses in its very recent “We Believe: The Best a Man Can Be” commercial. Presenting two series of scenarios—one where men exemplify conduct negatively associated with masculinity and another where they confront this conduct—Gillette makes clear that it is encouraging men to question their behavior.
What makes the brand’s approach particularly distinctive, though, is the extent to which its commercial tackles tense, contemporary issues head-on. As the spot features a collage of real news reports covering allegations of sexual harassment, it boldly infuses the brand into a throng of heated national debates.
Even striking controversy with its strong stance, Gillette’s commercial unmistakably conveys that the brand seeks to challenge expectations of what it means to be a man.
Like Gillette’s “We Believe,” Nike’s “Dream Crazy” also reflects conversations happening on a national scale to make a statement about the brand’s values. Featuring a barrage of individuals who have achieved seemingly impossible feats, the commercial ends with a close-up of Colin Kaepernick imploring viewers to ask if their dreams are “crazy enough.” Embracing Colin as the ad’s narrator and spokesperson, Nike proves that its hallmark mantra—“just do it”—applies to all forms of adversity.
The largely successful 2018 campaign is resurfacing in recent days, with the Super Bowl quickly approaching and the inevitable comparisons to Gillette’s commercial.
Debuting at the Super Bowl, Groupon’s “Who Wouldn’t” features Tiffany Haddish, who—within just six seconds—announces the brand’s support for local businesses. The ad embraces sketch comedy, juxtaposing the movie star and Groupon “Super User” with a fictional wealthy man who despises local businesses. “Who Wouldn’t” memorably presents Groupon as inherently tied to local communities. As its John Wild, Vice President of North America Marketing, said “We believe that we can do more for local businesses than any other company.”
Midas’ emotional commercial features stories that are anything but fictional. Illustrating how the Project Spark program is helping families to get back on the road, the uses a cinematic, docu-style approach to depict the company’s commitment to provide families, veterans and first responders with donated cars, repaired by Midas. The series of videos pays tribute to Midas’ heritage of being a good neighbor, while tackling the issue of inadequate transportation—Midas is fixing lives by fixing cars.
MORE EXAMPLES OF BRAND VIDEOS
Day Made of Vinyl
Produced for the Vinyl Institute, this identity video illustrates a world where vinyl already touches every surface and facet of our lives. Whether you know it or not, this material covers a lot more than the sides of our homes. From the easy-listening narrator to the lightly-whimsical visuals, this video calmly reminds viewers that vinyl truly is the material life.
Producer + Compositor: James Favata
Producer + Project Manager: Tori Furphy
Scriptwriter: James Loizou
Volunteers in Action
Produced for the National Retail Federation, this promotional video debuted at the Loss Prevention Conference & Expo. Featuring three specific loss prevention programs within major retail companies, the emotional piece inspires viewers in this industry to become involved with their communities and be proud of their colleagues. LAI Video conducted warm, heartfelt interviews and followed participants around creating a humbling “day in the life” perspective.
Cinematographer: Jun Yang
Editor: James Favata
Producer + Project Manager: Ellyn Church
Introducing Erik Wahl
Oftentimes we create videos for speakers that directly touch their personal brand. In this instance, we collaborated with painter and best-selling business author Erik Wahl to create a dynamic introduction video. Played before he takes the stage, this video establishes not only Erik’s background, but also his presentation’s themes. Ultimately, it leaves audiences prepared to be inspired and ready to view the world in a new and creative way.
Producer + Motionographer: Tiffany Lewis
Scriptwriter: Whitney Sayce
Project Manager: Kate Kelly