Whether marketing a corporate brand through video or a branded video, success constantly demands proactive brand management. This page examines all issues relating to branding.
Lion’s been studying the marketing field, the best current practices, and the latest theories of branding to understand where this field is going and what our clients need from us that they can’t get from just anyone. Lion helps organizations communicate and instill culture in alignment with their brand.
The American Marketing Association (AMA) defines brand as the name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers. Therefore it makes sense to understand that branding is not about getting your target market to choose you over the competition, but it is about getting your targeted audiences see your company as the only one that provides a solution to their problem, and Lion can help you with that.
The objectives that a good brand will achieve include:
For a brand to succeed, you must understand the needs and wants of your customers and prospects. You do this by integrating your brand strategies through your company at every point of public contact. Your brand resides within the hearts and minds of customers, clients, and prospects. It is the sum of their experiences and perceptions, some of which you can influence, and some you cannot.
Define and Differentiate Your Products and Services
Lion’s approach to brand building starts with a foundational strategic positioning. Positioning works in the space between your message to the marketplace and your actual share of mind. And while we shoot for the stars, we live in the real world. Sometimes a better-financed, more-entrenched competitor has the perfect positioning. Other times no matter how elegant a strategy might sound, the organizational culture is not yet quite up to taking on the challenge.
Align Your Organization Around Your Brand and Business Strategy
External audiences are important. Internal stakeholders are more important. Why? Fail to align your brand promise with the capabilities, vitality, and truth of your organization and you’ve done nothing more than construct a Potemkin Village. To drive organizational performance, the external understanding of the organization and the internal reality of the organization should be the same. And that is very seldom but Lion’s can get you as close as possible to this ideal state, examining the system and processes of your business.
Design and Deliver Brand Experiences that Inform and Inspire
The value of having a brand identity and visual brand environment that not only stands out but also supports your positioning is paramount. A logo will never be able to tell your whole story. But it sure can help. Before we ever write the first word of a creative brief, we have this goal in mind. Lion’s helps its clients create enduring brand identities videos that help tell their stories, represent their unique cultures, and resonate across all stakeholders, by unifying and clarifying the visual presentation of their brand.
If the brand positioning represents the rational and analytical underpin of a brand promise, the visual environment creates the elements that we feel deeply about, but cannot always be reduced to words. It enables Lion’s to communicate brand stories through video in a way that brings them to life and helps cement the emotional and self-actualization benefits that come through affiliation with your brand. There are three important frames to consider:
The Structural Frame: if there are problems, you can overcome them by affecting (i.e. restructuring) the structure. A Lion’s corporate video production might be exactly what you need to educate your employees about it.
The Human Resource frame: Align the organization to meet the human needs, desires, emotions, constraints, and skills of your employees. If you, as a leader of your organization, empower your staff and help them achieve their aspirations — you will develop a more effective and successful organization. For more details, check our corporate video production page.
The Political frame: refers to the reality of self-interest; the diversity of values, beliefs, interests, and perceptions; the existence of scarce resources; the inevitability of conflict; and the fact that people compete, negotiate, and compromise for power and limited resources. Thus, the leader recognizes the necessity of creating coalitions of consensus, support, and commitment around organizational goals, and a training video production might be the solution.
The Symbolic frame: A good leader seeks a clear vision for the future and creates confidence for the organization through the use of ceremonies, symbols, tell stories, and rituals that give people something to believe in. Once an organization defines its core values and shared purpose, it can transform, nurture, and strengthen its corporate culture by drawing on the influence of the symbolic frame. By building on your internal strengths and addressing any weaknesses, Lion guarantees that your brand lives strongly in and out of your organization! A training video production conveys a sense of who the organizations are and how they are to do things, with a configuration of intertwined beliefs, values, rituals, and artifacts.
The interrelationship between the four frames gives business leaders a way of looking at organizational events from different perspectives and the opportunity to move from one frame to the other in their strategic and day-to-day management activities. By embracing the four frames, the leader is able to look at problems and possible solutions with a broader landscape.
Brand Culture replaces the current model of the external brand image. This new theory recognizes that people no longer merely consume products and services. Instead, people seek out brands that embody their own values, and adopt these brands as part of the statement of who they are and what they stand for.