The Brand Story Web Marketing Process
If websites have one overarching goal it is to create confidence in whatever the website is promoting and who’s promoting it. It doesn’t matter if it’s a product, a service, a sales campaign, or an idea, if the presentation is not minimally credible or optimally motivational, then it fails as a means of marketing communication.
Communicate to the Subconscious Mind
Branding is often thought of as a marketing strategy reserved for major consumer product companies, but the fact is all businesses are brands that are either cultivated so they blossom, or let go-to-seed like a garden full of weeds.
Marketing neophytes often think of branding only in terms of some physical manifestation, like a logo, but a brand is the full complement of residual impressions resulting from all the experiences associated with a product, service or company. And today, the online experience is a vital venue for creating those experiences.
By using video, the marketer has the opportunity to tap into the audiences’ subconscious mind, the buried remnants of both remembered and forgotten experiences; the kind of experiences that form attitudes, prejudices, and preferences that inform our decisions, most importantly our buying decisions.
Where Businesses Go Wrong
Where businesses go wrong is settling for only the obvious, the logical, and the rational. Brands are formed in the subconscious, so if your marketing communication doesn’t reach the subconscious mind then it is not establishing or enhancing the brand in any meaningful effective long-term way.
What video does, when done right, is communicate on both the obvious and subconscious levels, making it the ideal Web-communication vehicle for creating a powerful brand experience, but only if you understand how to use the presentation and performance elements available.
Considering how powerful a tool Web-video can be, it amazes me how so many normally intelligent business people can opt for second-rate presentations. The do-it-yourself and user-generated efforts compete for the booby prize with the mindless corporate drivel – they all miss the point: a persuasive motivating presentation must communicate on multiple levels.