When it comes to capturing the essence of your brand in a compelling way, nothing beats an anthem video. A brand anthem video is a powerful tool for communicating your brand's story, values, and mission in a way that resonates deeply with your target audience.
In today's post, we're unpacking why brands should be using anthem-style videos, how to make a great one, and ways to optimize them in your overall marketing strategy
What is a brand anthem video?
A brand anthem is a type of marketing video or commercial that is designed to capture the essence of a brand's identity, values, and mission in a powerful and emotional way. It is typically a longer-form video, often lasting between one and three minutes, that tells a story and creates an emotional connection with the audience.
A brand anthem is meant to inspire and motivate consumers, to create a sense of loyalty and pride in the brand, and to communicate the brand's values and personality. It often uses cinematic visuals, stirring music, and powerful messaging to create an emotional impact.
The brand anthem may be used in various ways, such as on the company's website, social media channels, or as part of a larger marketing campaign. It is an important tool for building brand awareness, creating a positive brand image, and differentiating the brand from its competitors.
What makes a great brand anthem video?
A great brand anthem video is one that effectively captures the essence of the brand's identity, values, and mission in a powerful and emotional way. Here are some elements that can contribute to the success of a brand anthem video:
Compelling storytelling: A great brand anthem video tells a compelling story that engages the audience emotionally and resonates with them on a personal level. It can be a story about the brand's history, its mission, or a specific product or service.
Authenticity: The video should be authentic and true to the brand's identity and values. It should communicate a genuine message that aligns with the brand's purpose and resonates with its target audience.
Cinematic visuals: The video should be visually stunning and use high-quality footage, animation, or graphics to create a cinematic experience that captures the viewer's attention and keeps them engaged.
Music: Music is an important element of a brand anthem video, as it can help create an emotional connection with the audience. The music should be carefully selected to match the tone and message of the video.
Brand identity: The video should be consistent with the brand's overall visual identity, including its colors, fonts, and other design elements. It should be instantly recognizable as belonging to the brand.
Memorable message: A great brand anthem video should leave a lasting impression on the viewer, with a message that sticks with them long after the video is over.
Optimizing your brand anthem video's impact:
A brand anthem video can be an incredibly useful marketing tool at pivotal times in a brand's life. Here are some of favorite use cases for creating and a launching a new brand anthem video:
Launching a new product or service:
An anthem video can be a powerful way to introduce a new product or service to the world, showcasing its unique features and benefits in a way that resonates emotionally with your target audience.
Example | When you think about innovation, cattle may not be the first thing that comes to mind, but let Dustin Pillard and his mini moo's change your mind:
Rebranding or refreshing your brand identity:
If your brand is going through a rebranding or refresh, an anthem video can help you communicate your new brand identity in a compelling and memorable way.
Example | The team at Industry Gastro Lounge discusses how they adapted a gastro-pub style menu to fit the unique flavors of their hometown:
Celebrating a milestone or achievement:
Whether you're celebrating a major milestone, such as an anniversary or reaching a sales goal, or simply highlighting a recent achievement, an anthem video can help you share your success with the world in a memorable and inspiring way.
Example | The second generation of Gifford's Ice Cream leadership passed their delicious legacy down to the third and commemorated the moment with a brand anthem video:
Highlighting your brand values and mission:
An anthem video can be a powerful way to showcase your brand's values and mission, helping to create an emotional connection with your target audience that goes beyond the products or services you offer.
Example | Charm City Run is a specialty store with a that mission extends beyond running; they are in the "inspiration business:"
Why marketing with brand anthems resonates:
Emotional engagement: A brand anthem video has the power to engage viewers emotionally and create a deeper connection with the brand. By telling a story that resonates with the viewer, the brand can build a stronger relationship with its audience.
Brand differentiation: In a crowded marketplace, it can be difficult for brands to stand out. A well-crafted brand anthem video can help a brand differentiate itself from its competitors by communicating its unique identity, values, and mission.
Brand awareness: A brand anthem video can be used to build brand awareness and introduce the brand to new audiences. By sharing the video on social media, the brand can reach a wider audience and increase its visibility.
Increased brand loyalty: A powerful brand anthem video can foster a sense of loyalty and pride among existing customers. By communicating the brand's values and mission, the video can create a sense of community and inspire customers to remain loyal to the brand.
Memorable impact: A well-crafted brand anthem video can have a lasting impact on viewers, creating a memorable impression of the brand that stays with them long after the video has ended. This can help to keep the brand top-of-mind and increase the likelihood of future engagement.
In conclusion, a brand anthem video is a powerful marketing tool that can effectively communicate a brand's identity, values, and mission in a compelling and emotional way. A great brand anthem video uses elements such as storytelling, authenticity, cinematic visuals, music, and consistent brand identity to leave a lasting impression on viewers. The use of brand anthem videos can help increase emotional engagement, brand differentiation, brand awareness, brand loyalty, and have a memorable impact on viewers. By utilizing brand anthem videos, brands can create deeper connections with their target audience and stand out in a crowded marketplace.
Is your brand due for a new or refreshed anthem? Learn more about our video production capabilities here.