Digital communication is key to any modern company’s marketing mix; as marketers, you must adapt to these new mediums and take advantage of what they offer.
While marketing has drifted towards becoming a science with the influx of data points and tracking, its success always has and always will rely on telling a good story.
Think of your favourite brand; what story do they tell? What emotions do they trigger?
It’s very rare for a customer to think fondly of a brand due to pragmatic reasons like price and quality; yes, that is part of the appeal in some niches, but more often than not, it’s the story that resides in the mind of the customers.
Does this brand make me feel attractive, powerful, and smarter? Does it evoke a sense of luxury, nostalgia or safety?
These are the mental cues marketers are really after; all the data just proves these stories to be powerful.
Now, you can tell your brand story across any medium, audio, print, text, video or experiential marketing, but what if you could combine all of this into one powerful marketing medium?
Think about what a great story you could tell.
And this is where video books have emerged as a powerful tool for corporate storytelling. A tangible book you can hold, smell and read, but also passively watch or listen to and even interact with depending on the features added to the video book.
These sophisticated marketing pieces combine the tactile appeal of traditional print media with the engaging nature of video content, creating an immersive experience that can effectively communicate your company’s story.
Here’s a comprehensive guide on creating a compelling video book for your organization or industry.
What is Brand Storytelling?
Brand storytelling is the practice of using narratives to connect with customers on an emotional level and build a strong brand identity.
Instead of just focusing on product features, it emphasizes the values, mission, and experiences associated with the brand, creating a deeper relationship with the audience.
The idea is to use a more abstract approach to associate positive sentiment with your brand; this story can be designed to speak internally to staff, stockholders, investors, board members or franchises to get them on board with your mission and vision or used externally to bring in customers.
Brand storytelling works by weaving narratives around your brand’s values, mission, and customer experiences. These stories tap into human emotions, creating a deeper connection with your audience than traditional marketing.
By showcasing relatable stories and highlighting how your brand positively impacts people’s lives, you build trust and loyalty, making your brand more memorable and appealing.
And what better way to tell a story than giving someone a physical soft or hard cover video book that they don’t need to read but can passively watch and enjoy?
Yes, Video Books have officially entered the chat!
Understanding the Purpose Of Video Books
Video books serve as premium marketing tools that can accomplish multiple objectives:
- Showcase your company’s history and evolution
- Present complex products or services in an engaging format
- Share customer success stories and testimonials
- Demonstrate company culture and values
- Present annual reports in an interactive format
- Highlight major achievements and milestones
Planning Your Corporate Story
Before diving into production, carefully consider your narrative structure.
Your corporate story should:
Start with a Compelling Hook
Begin with something that immediately captures attention – perhaps your company’s founding moment, a significant achievement, or an innovative solution to a common industry problem. This opening should set the tone for the entire presentation.
Define Your Core Message
Identify the central theme you want to convey. Whether it’s innovation, reliability, sustainability, or industry leadership, this core message should thread throughout your video book.
Structure Your Narrative
Organize your content into clear chapters or segments.
A typical structure might include:
- Company history and evolution
- Mission and values
- Products or services
- Client success stories
- Future vision and goals
Design Elements
The physical design of your video book should reflect your brand’s premium positioning:
External Design
- High-quality materials for the cover
- Professional finishing touches like embossing or foil stamping
- Brand-consistent colors and imagery
- Durable construction for repeated use
Internal Layout
- Logical flow between printed and video content
- Strategic placement of the video screen
- Integration of traditional print elements
- Professional graphic design throughout
Video Content Production
The video component is crucial and requires careful consideration:
Quality Standards
- Professional filming and editing
- High-resolution footage
- Clear, professional audio
- Consistent branding throughout
- Professional lighting and composition
Content Elements to Include
- Executive interviews
- Behind-the-scenes footage
- Product demonstrations
- Customer testimonials
- Company milestones
- Future vision statements
Technical Specifications
Consider these technical aspects for optimal performance:
Screen Quality
- High-resolution display
- Appropriate screen size for content
- Good viewing angles
- Brightness suitable for various lighting conditions
Audio Features
- Quality speakers for clear sound
- Volume control options
- Potential headphone jack for private viewing
Battery and Storage
- Sufficient battery life for multiple viewings
- Easy charging mechanism
- Adequate storage for high-quality video content
- Simple content update process
Interactive Elements
Make your video book engaging through interactive features:
Navigation Options
- Chapter selection buttons
- Play/pause controls
- Volume adjustment
- Easy content navigation
- Menu system for multiple videos
Content Distribution Strategy
Consider how your video book will be used:
Target Audience
- C-level executives
- Potential clients
- Investors
- New employees
- Industry partners
Usage Scenarios
- Trade shows and exhibitions
- Client presentations
- Investor meetings
- Employee onboarding
- Corporate gifts
Measuring Success
Implement ways to track the effectiveness of your video book:
Success Metrics
- Viewer engagement time
- Meeting conversion rates
- Client feedback
- ROI on major presentations
- Brand perception improvement
Maintenance and Updates
Plan for the long-term use of your video book:
Content Updates
- Regular content refreshes
- Technical maintenance
- Battery replacement if needed
- Physical condition maintenance
- Content relevance reviews
Budget Considerations
Account for all aspects of production:
Initial Investment
- Design and production costs
- Video content creation
- Technical components
- Testing and quality control
- Distribution strategy
Long-term Costs
- Content updates
- Maintenance
- Replacement units
- Shipping and handling
Best Practices For Creating A Video Book
Follow these guidelines for maximum impact:
Keep it Concise
While video books can hold substantial content, each segment should be focused and engaging. Avoid information overload.
Maintain Professional Quality
Every aspect of your video book should reflect your company’s professional standards.
Focus on Storytelling
Use narrative techniques to make your content memorable and engaging.
Include Call-to-Action
Every video book should guide viewers toward a clear next step.
Crafting Your Brand Story
A well-crafted video book can be a powerful tool for corporate storytelling, combining the best aspects of print and digital media.
By carefully planning each aspect of your video book – from content creation to technical specifications and distribution strategy – you can create a compelling narrative tool that effectively communicates your company’s story and value proposition.
Remember that your video book is an investment in your brand’s presentation and should reflect the quality and professionalism of your organization.
When done right, it becomes more than just a marketing piece – it’s a dynamic storytelling platform that can significantly impact your business relationships and brand perception.
Ready to order your video brochures?
Curveball Media’s custom video brochures are designed to help you connect with clients, showcase your cases, and grow your firm’s brand. Contact us today to learn how we can help you take your legal services marketing strategy to new heights and bring your vision to life!
For more creative marketing ideas, check out our blog and start crafting campaigns that truly connect. Contact us now for more information.
