The art of brand story isn’t comprised of web spinning or tale-telling. Compelling brand story infuses your products and services with life, truthfully. Life-filled brands resonate with customers and build emotional trust. Using video to build trust with your customers delivers invaluable emotional currency.
The Four Elements of Compelling Brand Story
Without the customer’s trust, a brand is just another spoke in the wheel of consumerism. Sharing your brand story adds value and human connection to your company. A compelling brand story consists of four elements: Authenticity, Humanness, Originality, and Customer-Centrality.
Let’s discuss how this brand video we shot for Sloane & Tate, employs the four elements of a compelling brand story and how we prepared our spokespeople.
The CEO and President of a company aren’t always the best choices for spokespeople. It was clear upon meeting Eliza and Susana, however, that they were genuinely cool, open and honest —the perfect kind of spokespeople.
Within the first 30 seconds of the video, viewers meet them in a space that’s real and comfortable to them, in clothes they would normally wear, doing what they love. It wasn’t hard to get a true account of Eliza’s vision for the line. We didn’t over-prepare or bombard her with specific questions. We kept the conversation open and caught gold nuggets of Sloane & Tate truth.
Brand video should act as a mirror to your customer. Eliza and Susana put themselves in the shoes (or undies) of a female customer who found herself borrowing her partner’s “men’s” underwear. By including this “universally” relatable female profile in the video, the Sloane & Tate philosophy became so much more human.
Sloane & Tate know that they have little in common with the Victoria’s Secrets of the world. Over-sexualized imagery and airbrushed models, really aren’t their thing. That’s okay—it makes them individual and original. For this video, it was imperative to the Sloane & Tate story, that we captured this originality.
Sloane & Tate’s organic messaging and aesthetics were best-delivered during the photo shoot occurring simultaneously. It was a brilliant move on the company’s part to schedule the two for the same day. Not only did it provide extensive b-roll to choose from, the imagery and the audio worked to keep viewers engaged with the story.
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.
Like any run-of-the-mill business video, talkings heads in front of a camera were an option here. To keep the video customer-focused it was important to us to showcase the real women wearing the garments Eliza and Susana and echoing this brand message (taken from their website) in video form:
It’s All About You
We’re all about celebrating your individuality. You no longer have to fit into the mold. From briefs inspired by the ones guys have been enjoying for years (but cut for a woman) to underwear that’s refined especially for your curves (such as our 90s inspired 97 Bikini or our Echo Park Brief), Sloane & Tate creates pieces that work for your unique style.
The Four Elements worked beautifully together for Sloane & Tate to showcase the raw, real philosophy behind their brand and resonate with their customers.
Cheers to telling great stories!