Monthly Archives

April 2018

Branding vs Marketing – What Is The Difference?

By | Personal Branding

In the minds of some professionals, branding and marketing are one and the same. We couldn’t disagree more, as there are marked differences between the two. They may influence and interact with each other, but it is bad business strategy to focus solely on one and call it a day.

Below, we’ll go into detail on what branding and marketing are, and then discuss how they differ from each other.

Branding…

1) Is what people think about you, your product, or service

You already have a brand, even if you aren’t aware of it. From reviews left on sites like Yelp and TripAdvisor to good old-fashioned word of mouth, the opinions people have concerning your business contribute mightily to its reputation.

By engaging with customers who leave reviews (especially those who leave the bad ones) and listening to the feedback they give about your brand, you’ll gain valuable info which can help improve its image.

2) Is the meaning you give your product or service

It is better to actively define your brand than to have one imposed on you by customers/your competition. By doing this, you get to influence the type of consumer you interact with. 

Imagine you are a freelancer proficient in editing videos. You could keep your web design basic, charge cut-rate prices, and work long hours.

On the other hand, you could create a professional looking site, charge a premium for your talents, and place a cap on your availability.

In both examples, the service offered is effectively the same, but the branding differs dramatically. The first businessperson has positioned themselves as a servant to entrepreneurs operating on a shoestring budget, while the other has crafted an image as a high-powered consultant, the type well-capitalised businesses are willing to pay big money to in order to give their videos that professional look.

Marketing…

1) Uncovers what your target market wants

Once you have defined your target demographic, the next goal of marketing is to introduce them to a product or service tailored to their needs.

If you have started a YouTube channel built around your core expertise, you can explore what style of video they respond to best, the problems they grapple with, what they value most, and so forth.

This isn’t the only way to practise marketing, but it is far easier than shooting a bunch of videos and attempting to convince the average person to care about a subject of which they know nothing about.

2) Sets your product or service apart from your competition

In today’s business climate, meekly offering a product or service based on features or price won’t cut it. Customers define the niche they are in through specific web searches they type into Google – if you can’t set yourself apart from the half dozen other options available, you’ll get passed over in a heartbeat.

Say you have created a fitness program – does it work best for single women looking to stay healthy in uni? For busy moms juggling kids and a career? For those over 55 who want their retirement years to be golden?

By honing in on any of these specific demographics, you will find it easier to attract customers.

So, what is the difference between branding and marketing?

In short:

Branding describes the process of influencing the public perception of an individual, business, product, or service.

Marketing describes the process of attracting the attention of a specific group for the purposes of selling a product or service.

There are a few areas where these disciplines overlap – for instance, having a stellar brand certainly contributes to marketing efforts in a positive way. 

However, it is our hope the in-depth explanations provided above show how marketing and branding are not synonyms, but distinct entities requiring different approaches if you want to excel at both. Get in touch today if you want to excel in front of the camera and woo your audience. 

Brand You – Tapping Into The Power Of Your Image Using Video

By | Being on camera, Personal Branding, Video Savvy, Video Tips

In a world where business is transacted increasingly online, possessing a strong personal brand is no longer a luxury, it is a must.

Competing for the attention of millions on the web is tougher than you might realise – having a bland brand may be survivable offline, but it will sink your business ambitions online.

Putting up a website and getting on social media sites like Facebook and Twitter is a good start. However, in 2018, it is vitally important to embrace visual platforms as well.

Why is it crucial to get onto video sites like YouTube, even if the medium does not come naturally to you? We’ll answer this question in expansive detail below the fold.

Facebook is no longer a reliable social media channel for brands

As the undisputed king of social media, getting on Facebook has long been mandatory for those looking to grow their brand. With more than two billion users and an average engagement rate of 4.5% per post, setting up here was a no-brainer.

At least, it used to be.

In response to complaints from disenchanted users and the ‘fake news’ controversy which dogged the site throughout 2017, Facebook has begun to tweak their algorithm to favour content from users over pages.

Early tests in Guatemala resulted in page traffic plunging 50% on average – in light of this, relying solely on Facebook to grow your brand may be a bad strategy moving forward into the future. 

Video makes your brand searchable by the new generation of web users

With a rapid improvement in bandwidth speeds over the years, a greater percentage of web users are consuming videos than ever before.

The proportion of web traffic dedicated to video reflects this trend: in 2016, 73% of all bandwidth was used up by this content – by 2021, this number will rise to 81%.

The reason for this dramatic increase: about 90% of the information our brains interpret is visual in nature. Therefore, when users are suddenly able to stream videos without buffering, they become the preferred medium of consumption for the average person.

With a greater share of potential customers spending time on video-orientated sites, you need to start creating visual content if you hope to keep up with competitors.

The good news: we are still in the early days of the video revolution. Those with an intriguing story to tell can barge in and dominate a niche.

Paired this with solid YouTube SEO techniques (relevant titles, keyword targeting, etc), and you’ll soon have a collection of videos which can be easily found via organic search.

It makes it easier for your target market to learn about you

Want to get across what your brand is all about? Video makes this task easier – as mentioned earlier, video is the most engaging form of media because of how we are wired to process visual stimuli.

Combined with audio, videos are engrossing by their very nature. That isn’t all there is to it, though – as a creator, you can tailor your message to a specific niche. When viewers are exposed to content which speaks to them, they will zero in on it, making it far more likely they will learn what your brand stands for.

People develop relationships with brands more readily through video

Users on the net crave authenticity these days. After having their trust abused for years by political figures, corporations, and other entities, anyone open about their dealings is garnering more trust compared to those who hide aspects of themselves.

As scary as this may sound, relationship building is key to success in business, especially these days. Once you get over this sticking point, know there is no better tool than video for developing a rapport with people.

When you look into the camera and share everything from inside information in your industry to your personal thoughts on the latest drama in the news, you aren’t just creating content – you’re having a heart-to-heart talk with your viewers.

Not everyone will like what you have to say. But plenty more will – over time, you’ll end up building a subscriber base which will take your brand to the next level.

Tips On Working With A Professional Videographer

By | Being on camera, Video Savvy, Video Tips

There’s no getting around it – video is the future of the internet. In 2016, it made up 73% of all used bandwidth, and will likely make up 82% of traffic by 2021.

If you want to communicate with your target audience now and in the future, you’ll need to get in front of the camera and press play – it’s that simple.

However, most of us don’t know the first thing about creating a video, let alone a viral one. You might be thinking about hiring a videographer to handle this task, and rightfully so.

Before firing off an e-mail to one, though, there are a few things you should keep in mind before moving forward with the whole process. Let’s go over them below…

Get your ducks in a row

Before bringing a video professional into the mix, it is important to refine your own processes. By getting organised, you’ll uncover aspects of your brand which would benefit from being highlighted in a well-made video.

If you bring fragmented, incoherent thoughts into your initial meeting with a videographer, how can you really expect they will be able to produce a finished product which will meet your needs?

A lack of results from video marketing stems from lack of priorities – figuring out what you want before footage is shot will increase your odds of success dramatically.

Pen a great script

Without well-written narration, the message a viewer perceives from your video may differ from the one you are trying to communicate. By creating a script which provides context, you’ll be helping to mould the impressions which form in their head.

Before rolling tape, don’t just plot out scenes you want to shoot, but how your words will interact with them. Be short and concise so your narrator doesn’t have to mush words together but be sure to include descriptive words to add depth.

Set a stopwatch that corresponds to the length of your video – if the narrator is rushing in a bid to fit the words to the scenes, trim the fat and keep going until it can be read in a relaxed and impactful manner.

Be open to direction

We get it – nobody knows your brand better than you. When you work with a professional videographer, though, realise they have far more experience shooting film. As a result, you need to be open to their suggestions if you really want your videos to pop.

At its core, videography is an art – in order to get the best results, you need to trust the creative behind the camera. Your role is to adequately explain your vision to the videographer – beyond that, you need to trust in their ability to put together a stunning product – this includes being coached on positioning, body language, tone, and more.

Have a range of outfits ready to go 

This may be one of the most worn-out cliches in existence, but clothes truly do make the person. This is especially true in business, where first impressions can hurt or help your cause significantly. It is important to not just wear a sharp looking outfit to the film shoot but to also bring a variety of clothes.

This will give your videographer numerous possibilities to work with when the time comes to roll tape. While your black outfit might work fine, your filmmaker might feel a bright red or royal blue one would have more of an impact on your audience.

By simply bringing a few extra combinations to the shoot, you’ll increase your chance of creating a compelling video.

Connect: tracy@tracywalsh.com