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Boost Brand Identity with the Power of Positive Association

by Kenneth Rudich

Black History Month

For this post and the next one we’ve developed two different video salutes to coincide with the celebration of Black History Month.  This one is the short version and it’s roughly 30 seconds in duration.  The second one, located here, is a bit longer, but only by about a minute.  Each employs a slightly different approach for delivering its message.  Watch both to see how they compare and also how they differ.

Branding with Purpose

Inspired by the fast emerging growth of video on social networking and in online marketing, presentations such as these are intended to help solidify a brand’s overall image and appeal.   Think of them as something along the lines of a digital greeting card.  They use events, celebrations and causes to address the three bigger challenges most business brands face today.

First, they provide an ongoing source of content for an insatiably hungry social networking environment. 

Second, they offer an opportunity to forge stronger ties with the people who matter most to your business, by enlisting the power of positive association.

Third, they stand as an affordable alternative to higher-end, higher-cost video production.

Let’s explore this just a little further.

Brand Differentiation

As you’ll see while viewing these videos, we’ve formulated a signature process that we call Stylized PowerPoint-to-Video.  It combines a creative blend of concept development, scriptwriting, graphics and video editing to produce a fast-paced piece with a social marketing twist. 

And because this is a month-long event, several more videos could yet be fashioned and parceled out over the course of the month, in campaign style, on all of your video marketing platforms (particularly as it pertains to teachable moments like the one shown in the second video). 

Not only that, but the content can also be re-purposed for dissemination on other social platforms, such as PowerPoint slide share sites, image sharing sites or in a podcast format.  Also, because it is an annual event — and therefore has the unique quality of being both timely and timeless — the same content can be archived and then re-used again in subsequent years.

With the above in mind, now consider the broader array of events, celebrations and causes that are readily available all year long, year in and year out.  By tapping into the ones that are meaningful to the members of your target audience, you’ll be able to marshal the greater good a business can get from a low cost social networking initiative that is driven by the power of positive association.

More Brand Management Information

If you’d like to watch or read more about brand management, we have the following resources.

A 3-part video series of short tutorials titled, “Brand Management for the Modern Era.”
Part 1 here

A 3-part written series titled, “A Time to Make Your Business Brand Glow.”
Part 1 here        


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