branding your business Tag

How to match video content to marketing goals

Before diving into video creation, know the purpose of your video. We are all guilty of making the same mistake: we know we need video to help our business grow, so we just create whatever we can to build our presence. The problem with this scenario is that video with no guided purpose is a waste of time and money. If you don't know what your video is supposed to do for your business, your potential clients won't have any idea either. Your video content needs to be a part of your bigger picture marketing goals. Set your goals for video and make...

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Building a smart video strategy

If you've made the decision to start including video in your marketing plan, then you are already on the right track. But how do you know what kind of video to create?  What will bring the customers to you?  What will resonate with the clients you are trying to attract? How can you get inside your clients' minds? It might sound tricky, but you already know what appeals to your ideal client when it comes to video. Just examine your own video viewing behaviour. When potential customers are viewing a video, a number of considerations pass through their minds: How long is the video? People...

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Flickering lights

When I was a kid in school, teachers used to flick the lights on and off to get our attention.  Nowadays, if the lights in a classroom flicker, I have every confidence that there would be a flurry of activity as students pull out their smartphones to check Twitter and Facebook for news of an approaching storm.  From millenials to babies born this year, it will be an enormous challenge to get the attention of this market.  These are kids who were born into technology -  it is the only way they find information, share news, and make purchasing decisions. This...

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Loyalty isn’t just for dogs

When you need to buy some cheese, or some facial tissues or a quick pasta dinner, which companies come to mind first?  Every day, we make decisions about how to spend our money based on our brand perceptions. In Canada, we are more brand loyal than our American counterparts.  We like the brands we know and trust, the brands that deliver a level of quality and service that has remained consistent over the years.  We will spend a little more to ensure we give our kids the same gooey grilled cheese sandwich we had as kids, or to know that a...

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How video can define and build your brand

Video can make you, your product and your brand instantly recognizable. I think about video every single day. I think about the Sad Cat Diaries on YouTube. I think about my clients' completed videos. I think about the video sitting on one of four external hard drives waiting to be edited. I think about making better, branded videos all the time. It did not surprise me at all when I came across the perfect example of how branding your company using video can be THE DECIDING FACTOR for prospective clients. It happened so quickly and in the most unusual of places: Costco. A...

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The Pillars of your Brand

What determines your brand? There are some people that you meet to whom you are immediately drawn. It could be their personality, their wardrobe, their smile, or their joie de vivre that makes you feel comfortable or confident or just plain excited to be in their company. That is exactly what happens when you meet Andrea Jones from Jonesing for Leadership. Andrea walks into a room with an air of confidence and a self-assured smile on her face. You just feel compelled to engage in conversation and you won't be sorry when you do. Andrea is a great conversationalist with a strong...

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Who do you think you are?

For the entire month of September, I'll be sharing some insights into how you can take advantage of what you know and share your message through video. There's a buzzword that you've already heard and may find yourself wondering how it can apply to you and your business: BRANDING. If you've ever taken a marketing class, you know that branding is not a new concept. There are some heavy hitters in branding case studies: the Nike swoosh, the Target bulls eye, the Apple, um, apple, but branding how now been expanded to cover more than just an eye-catching vector. When it comes...

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