Discover industry expert brand positioning video strategies. Learn how to position right with the best video marketing tools.
Video consumption keeps increasing—with more than 3.3 billion digital video viewers worldwide.
As a result, video content has become effective in branding.
But, positioning right with video content goes beyond, “light,” “camera” and “action”. Expert digital marketer, Neil Patel rightly said “It’s about connecting your audience to the experience they crave.”
To make your brand stand out, keep reading to discover advanced brand positioning video strategies, how to incorporate authentic storytelling and strategically tailor each video to reflect your brand identity.
Let’s get started.
Table of Contents
Key Takeaways
- Brand positioning video strategy is a branding approach where video content is used to refine consumer perspectives about a brand’s identity, values and mission.
- Videos increase your brand search ranking and organic visibility. According Evolve Media, “Web pages with embedded video are 53 times more likely to rank on Google first page.”
- Consider hiring a skilled videographer, animator, or editor if necessary as they help ensure quality production of your brand videos.
- Storytelling is the heart of brand positioning video strategies, allowing brands to leverage narratives that connect with their audience emotions.
- Adilo rich analytics keeps you abreast with how consumer’s react to your video, equipping you to decide which strategies are working and which to discard.
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Understanding Brand Positioning
Brand positioning is the process of creating a distinct memory about your brand in consumer’s minds.
This spans beyond logos and slogans to reflect your brand’s core values and purpose. As Elon Musk says, “Brand is just a perception, and perception will match reality over time.”
Hence, brand positioning is more than a message; it’s the experience they create, the emotion they evoke when they come to mind and the quality service they consistently deliver.
To rightly position your brand, you need a clear understanding of your brand’s vision, mission and why they matter to your audience.
Scott Cook, co-founder of Intuit, best explains this; “A brand is no longer what we tell the consumer it is—it is what consumers tell each other it is.”
This is today’s digital marketing reality as people’s conversations and interactions about a brand have more influence than direct messaging from the brand itself. Hence, brand positioning calls for deliberate investment in building a consumer community.
Also, several forward thinking brands continue to leverage brand positioning to influence customer perception and product adoption. For example, NPCI (National Payments Corporation of India) new “Always Forward” initiative.
According to the news, as reported by BW Marketing World, NPCI initiative aims at driving digital payment progress in India by promoting innovation, and technological advancements. This positioning tactic takes into consideration both the current and future vision of the brand, keeping consumers abreast with its brand’s goals.
Furthermore, Starbucks former CEO, Howard Schultz rightly said “If people believe they share values with a company, they will stay loyal to the brand.”
This implies that consumers today crave more than transaction; they want shared values with a brand. Interestingly, brand positioning video strategies are an effective way to build lasting connections with consumers.
Now, What is a Brand Positioning Video Strategy?
Brand positioning video strategy is a branding approach where video content is used to refine consumer perspectives about a brand’s identity, values and mission.
According to Wyzowl’s report, 91% of businesses use video as a marketing tool and 82% of consumers have been convinced to make a purchase after watching a brand video.
You can scale up your brand in today’s competitive digital space by leveraging advanced brand positioning video strategies.
However, brand positioning with video content marketing aims at building authenticity and shared values with the audience through storytelling. Expert marketer Seth Godin puts it, “people do not buy goods and services. They buy relations, stories, and magic.”
This further explains why brand positioning video is not just about promoting products or services; it must first build emotional connection, trust and showcase unique values that set’s a brand apart.
These strategies are key for brands looking to stand out in today’s crowded digital market.
Benefits of Video Strategies for Brand Positioning
Let’s dive in:
Boost Engagement and Reach
Video content has proven more engaging and captures viewers attention faster compared to text or static images.
According to WordStream, videos are shared 1,200% more than text and images combined. Utilizing video content for your brand tends to attract higher engagement and reach more audience.
But, active engagement and sharing of your brands videos all boils down to creating stories consumers can connect with.
Improved SEO
Investing in advanced brand positioning video strategies boost brand’s SEO as Google’s algorithm prioritizes pages with videos.
Videos increase your brand search ranking and organic visibility. According Evolve Media, “Web pages with embedded video are 53 times more likely to rank on Google first page.”
Interactive videos increase visitor’s dwell time, thereby, decreasing bouncing rates— two factors Google considers when ranking content.
Increased Conversion and Sales
Research by HubSpot reveals that landing pages with videos have an 86% higher conversion rate, which in turn leads to increased sales.
This entails that video encourages consumers to take quick actions as they can visualize and understand how your product and services works via video.
Emotional Connection and Storytelling
Video content allows you to build an emotional connection with your audience through storytelling.
It is easier to convey brands value, and goals once you make an emotional connection with the audience.
Video storytelling can be impactful according to Hubspot as 80% of people recall video content a month after watching it.
Showcases Brand Expertise
People are more likely to trust a brand that showcases its expertise visually.”
Hence, brand positioning video strategies helps brands position themselves as experts in their field through webinars, explainer videos, and educational content.
This gives your brand the platform to demonstrate skills, share insights, and present products and services.
Customer Retention
Consumers keep coming back for more of your services because video content marketing is a mixture of brand story, value and service promotion.
Video can help educate customers and provide a user-friendly way to answer common questions. Trust me, customers stick around longer with brands that offer them value.
Steps to Building a Brand Positioning Video Strategy
Follow the below steps to get started with brand positioning video strategies:
Analyze Your Current Position
Don’t be in a hurry to begin video content marketing without a clear understanding of where your brand stands.
You need to evaluate where your brand currently stands in the marketplace, assess how your audience perceives you compared to your competitors.
Study your website analytics, brand social media insights and customer feedback to get a clear picture of your brand’s strengths and weaknesses. This initial step will help you invest in the right video content strategies.
Next, conduct a competitor analysis to discover how other brands in your industry are utilizing video marketing for their advantage.
Identify the gaps in their brand positioning video strategies that you could fill and determine where your brand could stand out.
Set Clear Goals and Objectives
Have a defined goal and objective you aim to achieve with your video marketing.
This clarity gives your content direction and its unique selling point. Start by asking yourself what you want to achieve with your brand video; is your goal to increase brand awareness, drive engagement or convert leads?
A key part of this step is focusing on your customers’ experience. According to Amazon founder Jeff Bezos, “The most important single thing is to focus obsessively on the customer.”
Hence, ensure your brand video goals align with what matters to your audience— whether informational or solving a problem.
Also, your brand position video should be based on SMART goals—Specific, Measurable, Achievable, Relevant, and Time-bound. This help gives clarity to each video, including brand awareness, engagement or conversions.
Understand Your Audience
Audiences are to brand what food is to the body—just as food sustains the body, audience engagement sustains and grows a brand.
An effective brand positioning video must connect with the target audience. This requires insights into your audience needs, preferences and pain points.
Furthermore, create a detailed customer persona with the above details collected which guides you in creating video content that will be valuable to them. As marketing expert Seth Godin states, “Don’t find customers for your product, find products for your customers”
For targeted video content marketing, use audience data from surveys, polls, feedback, social media insights, and website analytics to understand your audience demographics and psychographics.
Develop a Core Message and Storyline
Consumers remember stories compared to data and text.
Define the core reasons for creating your brand video before you begin. Next, develop a genuine storyline that showcases this message in a way that offers value to your audience.
Communicating through stories creates an emotional connection between your brand and audience.
Often, how to begin with these brand positioning video strategies might seem complex. Instead, start by brainstorming different ways to tell your brand story and consider various storytelling formats; customer testimonials, or behind the scenes narrative.
I recommend sticking to one unique story per video and build upon. This brings to mind quickly your brand when your field of expertise is needed.
Choose Video Types and Format
Videos are not the same. They come in different types and formats and with different purposes.
So, you need to choose the right video type that connects best with your audience. For instance, new products are best explained via explainer videos while brand expertise is best showcased through practical videos.
Also, consider video formats like animated videos for simplifying complex ideas or live videos for real-time interaction.
Pay close attention to selecting the right video resolution and aspect ratio that suits your chosen platform.
Invest in Quality Production
The quality of your videos are a reflection of your brand reputation.
However, quality production doesn’t always mean high cost. Choose to invest in the right tools and professionals when creating clear and engaging brand videos.
Quality production includes good lighting, clear audio, standard graphics, designs and professional editing.
Consider hiring a skilled videographer, animator, or editor if necessary as they help ensure quality production of your brand videos.
Choose a reliable video hosting provider
Your brand videos are as good as your video hosting provider.
Why is that?
A reliable hosting platform improves your video load time, reduces buffering and offers advanced features like analytics and security.
Adilo is a popular choice for video hosting as it offers unlimited video hosting, high quality streaming, analytics and robust customization options.
In addition to its SEO features, Adilo allows you to embed videos on your website and social media seamlessly.
You gain insight into how your audience interacts with your video when you choose the right hosting provider. This equips you in refining your brand positioning video strategies.
Plan Promotion Channel
After creating quality and valuable brand videos, it’s time to promote that content to your audience.
However, you need to research and decide where your audience spends the most time before launching. Promoting via the wrong channel won’t get the job done even if your brand video is quality.
Your audience might be spread across different platforms including social media, your website or email marketing channel.
Irrespective of the channel, ensure your brand video promotion strategy is fit for multiple channels. Each platform may require a slight format tweak for better engagement.
Track. Optimize. Repeat
After launching, tracking your video performance is crucial to measure your success and refine your brand positioning video strategies.
Use analytics to monitor KPIs such as views, engagement and conversion rate. These insights allow you to understand what’s working and what’s not, so you can adjust and strategize your content appropriately.
Test different approaches and compare results, repeat successful strategies and discard less effective ones.
Invest in SEO practices that ensure your video content is optimized for different platforms. This includes using targeted keywords, tags and description.
Also, don’t relent when your video marketing strategy is performing well, instead, stay alert and regularly update your strategy to remain ranking.
Why Advanced Brand Positioning Relies on Video Strategies
In today’s fast paced digital market, audiences are exposed to tons of content, and video has become the most effective medium for breaking through the crowd.
Hence, advanced brand positioning relies on video strategies as they help capture audiences attention faster, build emotional connection and simplify brand goals via story.
Studies show that people retain 95% of a message when it’s presented in video form, compared to just 10% when reading text.
Brands can leverage these retention results to create lasting memories of their brand in consumers’ minds, making it easier to convey core value and build a unique selling point.
Additionally, video content is effective across various stages of a customer journey, from awareness to conversion.
According to recent research, 82% of consumers say that watching a brand’s video convinced them to buy a product or service. This further shows how strategic brand positioning video strategies directly influences consumer purchase decisions.
The Role of Storytelling in Brand Positioning Videos
Storytelling is the heart of brand positioning video strategies, allowing brands to leverage narratives that connect with their audience emotions.
As Scott Bedbury, branding consultant, once said, “A great brand is a story that is never completely told” .
In essence, each brand video you create adds a new layer to your brand’s story, inviting the audience to be part of an impactful journey rather than just consuming information.
This ongoing story helps you position your brand beyond just products and services— you become part of your customers’ lives.
Storytelling in brand video also strengthens positioning across all channels. Jonah Sachs, author and entrepreneur, describes this approach well: “Your brand is a story unfolding across all customer touchpoints.”
In other words, each video can address different aspects of your brand or customer journey, yet all contribute to a unified narrative that solidifies your brand’s core message.
Best Tools for Advanced Brand Positioning Video Strategies
Below are effective tools that makes implementing brand positioning video strategies easy:
Adilo
Adilo is a robust video hosting offering unlimited hosting and analytics. This is perfect for brands seeking to maximize engagement and monetization.
Its advanced customization supports personalized video creation that aligns with brand positioning video strategies. Brands get to customize video interfaces, add calls-to-action, and integrate forms directly into videos.
Adilo rich analytics keeps you abreast with how consumer’s react to your video, equipping you to decide which strategies are working and which to discard.
For brands concerned with security, Adilo’s Digital Right Management (DRM) features protect your video content from unauthorized access.
Loom
Loom is best known for its video and screen recording capacities, making it key for creating authentic video messages, product walkthroughs and tutorials.
This platform is valuable for B2B brand positioning video content as it makes it easy to share brand stories and respond to customers inquiries.
Loom user friendly interface makes it great for small teams seeking to scale up through advanced brand positioning video strategies.
Lumen5
Lumen5 is an AI-powered video creation tool designed for transforming blog posts or written content into engaging videos.
It’s a vital tool for brands who want to repurpose existing content into video to increase visibility.
Lumen5’s intuitive drag-and-drop interface, coupled with a vast library of templates and stock media, makes it easy for brands to create video seamlessly without needing video editing skills.
Buffer
Buffer is a recommended social media management tool that enables scheduling and analyzing video content across different social media platforms.
For brand positioning, Buffer provides insights into engagement metrics, which help brands understand how their audience react with their content on these platforms and how best to optimize their brand positioning video strategies.
These further inform you on your brand videos that are performing well with your audience and which video to do away with.
Descript
Descript are best for transcription, overdubbing and screen recording.
It comes with effective video editing tools including automatic transcribe of video content, making it easy to create and edit brand videos with captions.
Descripts’s overdub feature allows you to correct voiceover without re-recording. Likewise, its screen recording option makes it easy to create brand stories.
Pexel
Pexel is perfect for brands seeking to enhance video content with quality visuals that aligns with your identity.
It comes with high quality, royalty-free content for brand use. With a vast selection of quality videos, your brand is sure to find content that connects best with your audience.
Pexel also offers collections based on theme and trend. Hence, your brand can find visuals that fit current market campaigns.
Also, you don’t have to worry about customization, as videos from Pexel can be edited to suit brand message and audience.
Brand Positioning Video Examples
Get inspiration for your next brand video content from the below examples:
Dream Crazy Campaign—Nike
Nike “Dream Crazy” campaign, was launched in 20o8 and featured Colin Kaepernick. Through this brand video content, Nike positions itself as a brand that stands out for empowerment, and social support.
The video connected with a vast audience across different platforms, especially Gen Z and millennials, who are the top audience for their products.
This campaign not only generated more than 100 million views but also led to a 31% increase in online sales within a few days after the video release.
Get Ready With Me— Glossier
Perhaps your brand is still growing, you can draw motivation from Glossier video marketing strategy.
Glossier, a rapidly growing skincare and beauty brand, utilized user generated video content to establish itself as a reliable customer focused brand.
Through its ‘Get Ready With Me” series on Instagram and YouTube, Glossier continues to build its brand story as a brand that celebrates natural beauty and invites its customers to be a part of their growing journey.
Glossier witnessed a 70% sales driven by customer referrals after the release of their video marketing series.
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FAQs
What are the types of videos used in brand positioning?
The types of videos best used in brand positioning includes brand story videos, product demos and tutorials, customer testimonials video, and behind the scenes videos.
Which platform is best for promoting brand positioning videos?
The best platform for promoting your brand positioning videos depends on the platform where your targeted audience uses the most as well as your content type. For instance, YouTube works well for long-form content, while Instagram and TikTok are great for short video clips.
How often should I publish videos as part of my strategy?
Publishing videos as part of your brand positioning once a week is best for maintaining quality and consistency. However, a bi-weekly or monthly publish also comes in handy for in-depth brand content sharing.
Can I incorporate customer feedback into my video strategy?
Yes, incorporating customer feedback is an effective brand positioning video strategy to utilize. Customer feedback enhances your video strategy by showcasing your brand expertise and gives other audiences more reasons to trust your brand.
Brand Positioning Video Strategy: Now, What Next?
Positioning your brand right with video strategy requires consistency and intentionality in telling your brand story.
It involves a step-by-step process to achieve results and not just an uncoordinated creation of video. To begin, start by understanding your current position, brand goals and audience pain point.
However, brand positioning video strategies are effective when you leverage quality tools for video content marketing.
This includes hosting your videos on Adilo and enjoying its advanced features like robust analytics, video creation and editing, 4k recording quality, privacy and security, without needing external software.
Also, tools like Lumen5 and Pexel help enrich your brand video with quality visuals that connect with your audience, creating a distinct memory of your brand.
Experience: Happiness Hassan is an SEO content writer and strategist with over 7 years of experience helping brands boost visibility, engagement, and sales.
Expertise: Whether it's keyword research, crafting content, or fine-tuning on-page and off-page strategies, I’ve got you covered. My goal is beyond driving traffic but making your users experience a win-win for everyone!
On the coaching side, I’ve trained countless writers to turn their passion into profitable SEO careers. I help them navigate the SEO path, standing out in even the toughest niches and cashing in on their skills.
When I’m not geeking out over SEO, you’ll find me deep in the world of self-development. As a dedicated student of continuous growth, I write about my growth journey, sharing insights to help others unlock their potential.
Education: Complementing my BSc. Geography and Environmental Management from the prestigious Ahmadu Bello University, Zaria, I have honed my skills as an SEO content writer and strategist through comprehensive training at Northpad, where I gained expertise in crafting optimized content to boost search engine visibility. As a certified student of Jobberman Soft Skills Training, I developed strong communication and problem-solving skills, which complement my SEO proficiency.
My dedication to continuous personal learning and online training keeps me updated with the latest industry trends, enabling me to create content that aligns with the ever-evolving demands of search engines and user experiences. I stay connected with top experts to ensure my strategies remain current and effective.
Felix is the Senior Content Editor and Strategist at Adilo, where he harnesses his expertise in social video marketing, online video platforms, video editing, e-commerce, e-learning, and marketing to to help businesses drive results. With a keen eye for storytelling and a pulse on industry trends, Felix crafts actionable content that empowers brands to elevate their video marketing strategies and thrive in the digital landscape.
