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Local Business Uncategorized

Branding is a Slow Burn… but a Longer Term Investment

I love commercials. I know… I’m the odd man out.

In fact, I’ll share a little secret with you: When I watch TV, I mostly skip the shows and look for the ads.

I’ve noticed that big names do branding commercials while small businesses create informational commercials. This got me to thinking and here’s what I came up with regarding the differences.

1. Branding creates a feeling

Check out this commercial for milk:

An informational commercial would have started by listing the health benefits of milk, continued with telling you where you can buy it, and finished with a call to action (i.e. Drink Milk because it’s good for you.)

Compare the above with this commercial:

Which one gave you more information? Which one are you likely to remember when you are at the grocery store thinking about what to buy? (Matt Dillon tells us, “don’t forget it,” but I’m pretty sure you already have.)

2. Branding is slower

If you want a quick burn with immediate results (i.e. a sale or event) then informational is the only way to go. Just tell people “Who, What, When, Where and Why.” But as Roy H. Williams, the “Wizard of Ads,” asks, do you really want to train people to wait for a sale, or do you want them to buy from you because they love your brand?

If you are looking to build a “presence” in a product category, or a reputation in a geographical market–if you want people to feel your weight–then informational ads will be watched and forgotten before people even know who you are.

When you think about Nike, do you think about what kind of rubber they use on their soles or how cool their laces are? Does Nike have to convince you that they are quality by listing their manufacturing process? No, you feel something that has been faithfully added to and built upon for decades; they have created trust by the very “weight” of their brand.

3. Branding uses association

Nike associates its products with the biggest names in sports. Milk associates itself with obsessive desire. By the time they get to their slogan, “Got Milk,” the idea of living without it is unthinkable.

Unlike Nike, most businesses can’t afford even one minute of LeBron’s time, but with some skillfully-crafted creativity, they can create other powerful associations that are cheap or free. If you make quality knives, for example, then you can spend your advertising dollars associating your brand with the types of gourmet foods that your clients want to cook. If you make custom dog collars, then associate your brand with the special bonding that happens between dogs and their loving owners.

The most powerful branding moves the viewer to think, “I want to be that person; I want to live that life”

(By way of full disclosure, we were not associated with the above commercials in any way.)

Which sports fan doesn’t fantasize about being at the front of the pack, or the top of the key, making the winning slam dunk and having the fans go wild? Nike ads strongly associate its brand with some of the most powerful images known to sports fans.

The stronger the associations, the more powerful the emotions; the more powerful the emotions, the deeper your ads will impact the soul.

4. Branding lasts longer

Since association and emotion are functions of the subconscious mind, they stay with the viewer for much longer than mere facts and figures (which reside in the intellect).

5. Few things can impact the soul like video

SO here it is…the shameless sales pitch. (Not really.)

While strongly crafted words or a beautiful image can affect the soul, the medium of video is uniquely poised to impact the emotions of the viewer and help them temporarily suspend their filters. This is something I strongly believe.

Take your cues from how the big brands concept their ads, and focus on building brand loyalty through emotional connections, rather than going in for the kill with less effective informational ads. As marketing legend, David Ogilvy said, “Don’t bunt; aim out of the park. Aim for the company of immortals.”

Paul Powers videographer

 

 

Paul Powers is a producer at WK Studios and currently resides in Bend OR with his beautiful wife and daughter.

paul@wkstudios.com

 

 

 

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Local Business Uncategorized

Think Deeply…

When WK started, we had very few jobs, but tons of time, energy, and passion.  We wanted to create amazing video and an awesomely successful company.  As such, we spent countless hours strategizing around a giant whiteboard in the spare bedroom of my house.   We had plans to get new clients and increase our equipment.  We had revenue models, market analysis and a 5-year plan that would put MGM to shame.

Two years later we had real clients…. lots of them.  The editing bay was occupied day and night, but the whiteboard sat conspicuously empty.  We used it to write notes to each other or draw pictures.  When we moved into a studio the whiteboard didn’t even get hung up.   We were busy.  Too busy to sit around and strategize.

One day, during a company meeting, we sipped our mate’ and looked at each other.  “What happened to our five-year plan? Are we any closer to reaching it?” That’s when it hit us that we were no longer driving the company.  We were no longer in control.

We had become slaves to the tyranny of the now.

This is one of the chief dangers of being busy: The failure to think deeply; to strategize; to be in charge. If you are not driving your company, who is?  Don’t lose control. Make sure you are going where you want to go.  Take the time to think deeply. This may mean carving a day out of your busy schedule, going on a retreat with your core team or just getting alone in the woods for a couple of hours. Whatever it is… do it.  If you don’t, one day you will look around and realize you’ve arrived someplace you never intended to go.

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Filmmaking Local Business Uncategorized

Northwest Quality Roofing

WK offers a service that we call “Facebook Videos” which are shorter videos at an affordable price. Companies can buy these individually, in a four-pack or in an eight-pack.

Here’s a four-pack that we produced for Northwest Quality Roofing in Bend OR.

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Filmmaking Local Business Uncategorized

Opportunities and Challenges of the New Video Landscape

 

The landscape of video production is changing at an alarming rate. The digital revolution rolls on as standards change from HD to 2, 4, 6, and even 8K.  Sub $5,000 cameras (especially DSLRs) allow the kid down the street to take shots that would have required a full crew less than a decade ago. Video sites are flooded with masterpieces.

So how do we find our places in this new digital landscape?

It’s simple really…  The best storytellers will emerge. Those who push their craft, hone their skills, don’t rest on their laurels and don’t let the camera define their style will begin to stand out.  Good business practices;  good work ethics;  Good customer relations:  These are the timeless principles that will always remain.

A good camera is a beginning… a good shot is a building block… a good story will stand out… good storytelling will excel… and good businesses will remain.