When we met Brett Novek in 2011, good hYOUman was in its infancy, having just sewn its first 300 shirts. Though production has grown to 20,000 garments per month, the company’s core remains the same. We had the privilege to tell their story for the first time.
The Four Elements of Compelling Brand Story
The art of brand story isn’t web spinning or tall tale telling. Compelling brand story infuses a brand’s products or services with life by way of the truth. Life-filled brands resonate with customers and build emotional trust. Using video as a medium to tell your brand story adds invaluable emotional currency.
Without the customer’s trust, a brand is just another spoke in the wheel of consumerism. Sharing your brand story adds value and a point of human connection to your company. Compelling brand story has four elements: Authenticity, Humanness, Originality, and Customer-Centrality.
Let’s discuss how this brand video we shot for good hYOUman, employs the four elements of compelling brand story and how we prepared our spokesperson to deliver.
Nothing will get you further with customers than the truth. We are constantly bombarded with unattainable ideals and fantasy in advertising. Authenticity and honesty is both refreshing and infallible.
Brett’s raw emotion concerning his late father and his brand, is vital to the good hYOUman story. Before appearing in front of the camera, it was important that Brett refrained from over-preparation. Writing and rehearsing lines can make any honest person appear disingenuous. By encouraging Brett to under-prepare, viewers saw a real person, in a real situation with genuine emotion.
Humanness (or hYOUmanness, if you prefer)
Brand video should act as a mirror to your customer; they need to see how your brand reflects and affects real people. When including people (or their stories) in your video, it is important to be universally relatable.
At 0:21, Brett explains that good hYOUman is meant to bring people together around life-changing stories. We paired this part of his brand story with footage of a genuine interaction between two of his models. We drove home his universally resonate message by mixing visuals and audio appropriately. We prepared him to deliver this key element with a guiding question. To find the best answer we asked, “What is the overarching meaning of good hYOUman?”
More than likely, a company extremely similar to yours exists in the marketplace. To stick out, your brand story should include the fresh perspectives, methodology, and ideas infused within the business.
We asked Brett, “What sets good hYOUman apart from other clothing brands?” Brett’s answer (0:34) gave the dose of originality needed to add value to his brand.
We’ve said this before, but when it comes to brand video, it ain’t about you. Everything you include in your brand story should serve your customer. Although your business may make you feel fulfilled as an owner, customers want to know how their lives will be better because of your brand.
The right guiding questions, like the ones we used with Brett of good hYOUman, will help maintain customer-centrality. Here are a few more guiding questions to help bring your brand to life through video.
- What is the guiding purpose of your business?
- What is funny/entertaining/interesting about your brand’s conception or founder?
- Who is your company serving and what is their problem?
- How has business changed over time? Do your customers look different?
- How has your brand adapted to the world around you?
- What (positive) quirks does your business/staff have?
Not all of the Four Elements are illustrated best through words. Scenery, product shots, behind-the-scenes footage, etc. can tell a piece of your story just as effectively. In any case, stay authentic, human, original and serve the customer.
Cheers to telling great stories!