October 1, 2013


Video communication helps companies focus on branding

There is increasing pressure for organizations to come up with resources that help their operations stand out from the pack. These assets allow entities to establish themselves as thought leaders, businesses that are at the head of their specific industries and those responsible for the cutting-edge deployments that others are likely to emulate.

This kind of identity can be difficult to establish, especially considering that most market sectors already have corporate entities that have achieved such statuses. Overcoming the top, respected authority in any industry can be hard to do, and when a small firm is trying to get in on the action, striving for these ends may seem well outside the range of obtainable goals. However, there are ways for businesses of all sizes to set themselves apart and establish themselves as thought leaders, even in the oldest or most competitive markets. Using enterprise video solutions is one of the keys to this kind of conquest.

Overcoming noise
One of the biggest challenges organizations will face in setting these outcomes for themselves is breaking through the branding that most clients already have preset in their heads. Corporate culture is already a part of most people’s everyday lives, whether they realize it or not, and vying for these customers’ attention requires that firms have dynamic and thought-provoking content ready. It also demands that  businesses be able to establish a deep relationship with a potential partner right from the onset of interaction, something that may seem impossible to fledgling firms or veteran organizations alike.

The key to overcoming this issue, Forbes stated, is to initiate a kind of contact that reaches past the kinds of products and services an organization offers and focus on the people who actually work there. The source indicated it’s best to lead with a video communication that centers on corporate culture, business roots and the essence of why the company exists in the first place. By making a short video biography of the firm, customers are immediately engaged with the facts surrounding the entity’s existence and form a connection based upon the ideals and goals of the business.

These endeavors should also pay attention to length, style and delivery service. The tone of the piece should reflect the kind of service level customers can expect, meaning fun and flippant attitudes may be perfect for some target audiences but won’t fit every situation. Businesses must give careful consideration to all of the aspects surrounding a video communication before even beginning to film, as there are a variety of factors that can sabotage the success of these resources. Taking a broad approach to recorded content could serve to sabotage the long-term goals of these deployments and cut return on investment.

Delivering quality themes
Not only is the person presented in the video important to how clients will perceive the corporation, but the delivery method and streaming capabilities of these resources will also impact total success or failure of video communication. As Business 2 Community stated, it’s essential for firms to consider every angle and element of a video communication before delving into this process.

The source indicated that it’s also essential for entities to understand what they want to achieve with these resources. As opposed to making a video for fun, these communications must all serve a purpose that can be measured and referred to in the future. That means understanding what an enterprise video solution is meant to accomplish, as well as benchmarks for determining whether the recording is a success.

Facilitating this positive outcome requires that companies also pay close attention to what they put into deployments. Keeping run times down helps improve video streaming options, reducing latency and throughput issues that could deter viewers before the message even plays. On-screen talent should be reflective of the people who actually work for the firm, thereby promoting a sense of honesty and trustworthiness, as well as offering expert insight. Most of all, the total content of the short film must reflect the corporate culture and brand presence of the business, thereby ensuring that people take away a positive impression of what the firm stands for.

This can even be an issue for major organizations, as Business Insider pointed out. The source detailed how Dove went awry with a recent commercial associated with its Real Beauty Campaign. While the overall message in the video communication was positive and received strong feedback from target audiences, the recording failed to mention the corporation until almost the end of the run time. That means while viewers connected strongly with the content, they did not associate this sensation or the message itself with Dove or its products. This kind of noise can be most dangerous to the success of recordings, so entities need to be mindful that such branding pitfalls can challenge even the most seasoned businesses.