Momentum - Business to Business Online Magazine MOMENTUM September 2019 | Page 14

MARKETING
DEVEN BHAGWANDIN
Digital Marketing Specialist
Empire Creative Marketing
www.empiread.com
Define Your VISUAL BRAND
Identity Through Video
& Photography
I
f you’re a business owner, big or small, you know
that it’s essential to have a strong brand identity and
a distinctive visual identity. Both of these can be
directly tied to your businesses’ success (or failure).
A brand identity is what defines who you are and
why you exist. It’s how you’re perceived by your target
market and your competitors.
Your brand’s visual identity is just as, if not more,
important than your brand identity. Think about it; all
I have to do is say Apple, Wendy’s, Burger King, or
McDonald’s and you’ll instantly have grey apples, red
pigtails, flame-broiled hamburgers, or golden arches on
your mind.
That’s the power of having a visual brand identity.
When people see your logo, image, or even your colors,
they immediately make the association in their head, and
they can’t get it out!
Once you’ve established your visual brand identity,
video and photography should be your next step. Video
is undoubtedly, unquestionably, unfailingly THE future of
digital marketing and will set your brand identity head
and shoulders above the rest. (Am I being clear enough
on this?)
Scroll through your Facebook feed or search Google
for any topic; you’ll be hard pressed to find a post
without a video or photo, and chances are you’ll find at
least one video included in the links at the top of the
search engine results page.
Why? Because videos and photos are what people want.
Need more convincing? Consider these reasons.
Videos/Photos bring you closer to your audience.
It’s the age of smartphones, video chatting, and social
media. Smartphones brought digital marketing into a
new generation, and businesses are now able to use
video to reach customers on personal levels like never
before. You’re literally in the palm of your audience’s
hand, telling them about your service or your products.
They enhance your brand’s legitimacy.
High-quality videos and photos go a long way towards
establishing your brand’s legitimacy and presence.
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MOMENTUM
Once you’ve created a compelling visual brand identity,
you can curate your videos and images to match your
brand’s look and feel to send a cohesive message
across all channels.
Transparency is relatable.
Successful brands are using the power of video
as a transparent way to educate buyers on products,
announcements, and even as customer service. It’s
much easier to engage with someone or something
you can see. Having videos on your site can increase
conversions by 72% or more according to an article
from Impact.
Search engine optimization.
Here’s a
statistic for you:
YouTube is the
second most
used search
engine in the
world.
Yup. That’s
right. When
we’re talking
about the top
search engines,
their order
goes like this.
Furthermore,
once you start
a YouTube
channel for your
brand, when you
post new videos,
all of your
followers are
notified, keeping
you and your
visual brand in
front of them at
all times.