Promises derived from the interest of the customer and values of the organization. Combined with a commitment to keeping those promises. Delivered consistently over time by everyone within the organization. Equals trust and eventually long lasting loyalty from our customers.
The art of connecting your brand with an engaged audience that cares, comes down to the promises made and delivered by your brand every single time.
As a video production house, we know first hand how critical it is to create messages that resonate and build brand loyalty. As I mentioned in my last post, Building Brand Trust, the formula for creating brand loyalty doesn’t begin with a story but with the master brand itself. It begins with the promises and unique values proposed by the brand.
A master brand is not a logo, image or a company tagline. It is a claim of distinction backed by proof. It is the foundational values and excitement generated over those values, which the leadership within that organization proposes to it’s audience, it’s stakeholders or employees, the customers who purchase the final product…everyone it touches.
These value propositions reflect the promises made by leadership as they move their organization towards becoming brand empowered. However, making those promises and developing the master brand is only the first step. Helping employees to believe, embody and behave out of those promises is essential to building sustainable brand loyalty and ensure long-term profitability. It is vital that these promises become the culture within the organization.
What does it look like to behave as an organization according to promises of the master brand? An example that is close to home happens here at Mission 3 Media. One of our brand promises is to be “creatively on-brand.” No matter what type of video we’re making, and regardless of the channel we are creating video for, it’s very easy to get pulled off-brand and head in the wrong direction. Whether we are doing broadcast advertising or video for the web, “creatively on-brand” means guiding our clients toward creating messages that flow through the lens of the master brand. We strive to uncover the promise that our clients want to make and how they want their audience to feel about their brand. We couple that with understanding the values of our clients’ ideal customer and then are able to help them craft creative video messages that connect with the targeted audience to build brand loyalty.
Our promise to be “creatively on-brand” is a guide through which we culturally function. Everything we produce is measured against that promise. Along with guiding us towards the finished product, this promise brings clarity of focus to us at Mission 3 Media helping us to improve and grow. We now know we need to be focusing on two main areas: skill of brand communication and creative video production techniques. Having this knowledge, we can drive our energy and resources towards delivering on that promise.
Trust comes by delivering on the promises made, every single time. Employees who embody the brand promise create opportunities to build brand loyalty with their delighted clients. Over time this will strengthen their organizations competitive distinction and leadership in the marketplace.
What promise is your organization making to build a culture that encourages brand loyalty?
CEO, Mission 3 Media
Many video production agencies do their clients a great disservice by beginning from the position that simply telling a great story is all that’s needed to grow a successful brand. While stories are vital to communicating the essence of a great brand they aren’t where the process should begin.
There are many different tactical marketing methods that we all use in our organizations. I believe that every tactical campaign, video or otherwise, should flow from the clarity of the master brand and with the purpose of building brand loyalty, internally to your employees and externally with your clients. To clarify, developing the master brand is strategic not tactical, and, only once the components of the master brand are discovered and crystallized should we begin to engage in the tactical communication of the brand. Once the elements of the master brand are locked securely into place building brand loyalty and trust becomes a matter of working to consistently deliver upon those promises every day and every time.
If the strategic elements of the master brand are in place the tactical formula for building brand loyalty should look something like this.
Regardless of channel you prefer for building brand trust it should always flow from the strategic values of the master brand. This is why Mission 3 Media is so emphatic about beginning our work with the brand instead of the story, we do want to tell stories but we want those stories to be authentic. This only comes if the leadership of the organization understands their master brand and why they exist. Always begin with strategy.
Please feel free to comment on the post. Next we’ll look deeper at the elements of the brand loyalty formula.
CEO, Mission 3 Media
In today’s competitive marketplace we need a different breed of video production specialists.
As the CEO or leader of your organization, only one word effectively describes the foundational building blocks necessary for a healthy, sustainable business. That word is ‘brand’.
Everything begins with the brand. This goes for the culture within an organization, hiring, marketing or even acquisitions. Nothing is exempt. Not one aspect of the organization should be separated from the guiding principles of the master brand.
Building the brand belongs to the marketing department, right? No! Marketing communicates the brand, but does not create it.
A master brand is the soul of the business or organization. It is the heart and mind combined. It is the reason why and the driving purpose. It is the evidence of distinction and the proof to support it. It is the filter for every decision made. A brand is the guiding principles discovered by the company’s top leadership. A master brand is not created, it is uncovered. It is first heard, then believed, and finally, embodied from within the organization. Then clients, customers and fans adopt and are personally impacted by the values of the brand. Simply stated, the brand if properly developed and effectively operationalized, is the DNA that breathes life and vitality into everything it touches. Including marketing and video.
Compelling video marketing doesn’t begin with a good story. A good story that communicates a compelling, competitive distinction begins with the brand.
Mission 3 Media
Video Branding – Build Connection and Drive Sales
When your prospects, clients, customers or donors engage with your brand through your company videos, what will be their response to the following questions?
I’m sure I’m not alone when I say this. I want every part of my life to participate and contribute in a positive way to the world around me. This applies to the people I spend my time with down to the business or causes I choose to support. Because of this I find myself looking for opportunities to support brands that embody or closely represent the values that I care about.
This became glaringly apparent recently when I purchased a product from a company after watching one of their YouTube videos. This video was loaded with ideals that resonated with my personal values. Now, every time I use this particular product it’s like I’m participating with a group of people around the world who believe the same things I do. Why? Because we all bought from a company that believes, at least to some extent, some of the same things we believe.
Two points about this company video in light of my choosing to purchase their product.
I came across a speech given by the Founder & Managing Director of Innovation Protocol, Sasha Strauss. I wrote down this quote from Sasha;
“What do you want me to know about you, your business, your story, your country, your faith? Don’t assume that people are gonna understand. Decide what you want them to remember and hand it to them, shove it in their face.” – Sasha Strauss
It’s not practical to wait for prospective clients to figure out what you stand for. Show them! Create videos loaded with values, beliefs, distinctions, and promises that drive your brand and your messages deep into the heart of your ideal client.
When others hear about your business and think about your brand, you want them to know exactly what you stand for. This is especially true when they see your work. It’s important to ask the question, what distinguishes you from everybody else? It’s even more important to answer that question. This goes for every facet of your brand. From employees and the company culture, to your product or service and how you deliver on promises made, down to the feeling that your clients or customers get when they think about your organization.
If I stumbled upon a video about your business I want to know what you’re promising me. I’m intuitively answering questions like; how does your brand make me feel? Why should I buy from you over someone else? If you can’t answer those questions before you engage with your audience then your audience may be left feeling empty and confused about your brand.
Let me say it this way. If everything in your industry is black and white, brand distinction injects color. It’s what separates you from the pack and makes your brand more enticing to prospective clients. It compels them to pay attention. At Mission3 Media, we believe in uncovering your distinctions. When it comes to communicating those distinctions with video, we believe it’s our job to help inject that color.
Joseph J. Noorthoek III
How do we do video that really connects with our audience?
I believe the question of connection is more easily solved if we’re able to pinpoint exactly who benefits most from our work. Knowing “who” gives you more opportunities to make real, lasting connections. Who is it that loves what you do? Who is it that benefits the most from your product or service?
It’s really a simple concept but I find that many times the step is missed, and that is, make a detailed customer profile of the types of clients that benefit the most from your business. The more detailed this is, the more you understand about your target audience, the clearer you’ll be able to be when it come to your messaging towards your audience. When you have that clear, targeted message you always increase your ability to build that connection.
Are they men or women?
What are their goals?
What are their challenges?
Where do they go after work?
What are their hopes and dreams?
Dive deep, and do the leg work to understand who your wanting to work with and be intentional about making that connection with your ideal audience.