In today’s fast-paced digital landscape, where brands are constantly vying for attention and recognition, the need to stand out and make a lasting impression is more important than ever.
Amidst this competitive arena, video content has emerged as a powerful tool that can elevate a brand’s equity to new heights. The combination of captivating visuals with strategic messaging creates an engaging experience for consumers, increasing their sense of connection to your brand and content.
In this article, we will explore the art of leveraging video content to boost your brand equity. We will delve into the various dimensions of brand equity and how it influences customer perception and purchase decisions.
By understanding the difference between brand awareness, brand equity, and brand value, you can craft a comprehensive video marketing strategy that effectively communicates your brand story and values. Furthermore, we will dive into the power of video content in branding by examining its ability to foster brand loyalty, elevate perceived quality, and establish strong associations with your target audience.
Are you ready? Let’s embark on this exciting journey together and discover how to harness the potential of video content to propel your brand towards remarkable growth and a stronger connection with your audience.
What Is Brand Equity?
Brand equity refers to the overall value and strength of a well-known brand, which boosts customer trust in buying products or services and helps them understand information better. It reflects how positively consumers perceive and connect with the brand, influencing their choices and loyalty.
With the emergence of video content and its increasing popularity in marketing strategies, brands have found new ways to leverage this powerful tool to boost brand equity faster and more effectively than ever before.
Video marketing plays a crucial role in building brand awareness by engaging audiences with compelling visual storytelling.
By incorporating videos into their marketing campaigns, brands can create memorable experiences that resonate with their target audience and leave a lasting impression.
Through brand videos, companies can showcase their unique selling points, communicate their values and personality, and connect on a deeper level with consumers.
The use of video content not only helps increase brand awareness but also contributes to the overall perception of a brand’s quality and reliability.
Let’s explore the 4 dimensions of brand equity:
The 4 Dimensions Of Brand Equity
The dimensions of brand equity were first defined by David Aaker. While we won’t be going into full detail, we’re going to explore the four main dimensions of brand equity and how they impact your brand’s value and reputation in the market.
What Is Brand Awareness?
Brand awareness refers to the extent to which a brand is recognized and remembered by consumers within its target market. It’s a crucial aspect of marketing that measures the familiarity and recall of a brand’s name, logo, products, or services among potential customers.
High brand awareness signifies that a brand has successfully captured consumers’ attention and is top-of-mind when they consider relevant products or services. This prominence plays a pivotal role in driving customer acquisition, as well as in building trust and credibility for the brand.
Brand awareness can be achieved through various marketing efforts, such as advertising campaigns, social media presence, public relations, and endorsements. Consistency in brand messaging and visual identity across different channels helps reinforce brand recall and recognition. Businesses strive to increase brand awareness as it lays the foundation for brand equity, customer loyalty, and ultimately, long-term business success by creating a strong connection between the brand and its target audience.
To effectively boost brand awareness through video content, it is important to incorporate the following strategies:
- Utilize promotional videos: Creating engaging and visually appealing videos that highlight your brand’s unique selling propositions can help capture the attention of your target audience and increase their familiarity with your brand.
Here’s a perfect example by ThriveMarket on how you can use video campaigns to differentiate yourself from your competitors and highlight your USP. - Optimize video distribution: Implementing a strategic video distribution plan across various platforms such as social media channels, websites, and email campaigns can maximize the reach of your videos and increase exposure to potential customers.
- Leverage influencer partnerships: Collaborating with influencers who align with your brand values and have a substantial following can provide an opportunity to tap into their audience base and increase brand visibility. By featuring influencers in your video content or having them promote your products/services through their own videos, you can further enhance brand awareness among their followers.
With these strategies in place, brands can effectively leverage video content to boost their brand awareness and establish stronger connections with their target audience
What Is Brand Loyalty
Customer loyalty is a vital component for businesses aiming to establish enduring connections and cultivate devoted followers. Building brand loyalty requires a strong foundation of brand recall and consistent delivery of brand values.
By creating positive experiences and consistently meeting customer expectations, businesses can increase brand awareness and foster a sense of trust and commitment among their target audience. Brand loyalty goes beyond repeat purchases; it involves an emotional connection that leads customers to choose a particular brand over its competitors.
To achieve this, businesses must focus on providing exceptional products or services, delivering excellent customer service, and engaging with their audience through personalized marketing strategies.
By investing in building brand loyalty, businesses can create long-term relationships with their customers, resulting in increased customer retention rates and ultimately driving growth for the organization. This emphasis on building brand loyalty sets the stage for exploring the next dimension of brand equity: perceived quality.
What Is Perceived Quality?
The perceived brand quality of a product or service plays a crucial role in shaping consumer perceptions and influencing their purchase decisions.
Perceived quality is when customers judge the quality of a product based on their overall experience with the brand. Even if the product is good, if they had bad past experiences with the brand, they are less likely to view the product positively. In short, how customers see the brand affects how they see the product.
When it comes to video content, the perceived quality can have a significant impact on brand equity. High-quality videos that are visually appealing, well-produced, and engaging can create a positive impression of a brand’s offerings. On the other hand, low-quality videos may give the impression that the brand lacks attention to detail or has subpar products or services.
Therefore, businesses looking to boost their brand equity should prioritize creating high-quality video content that reflects the excellence and value they provide. By investing in professional videography, editing, and storytelling techniques, or simply outsourcing the entire video production to a reputable set of professionals, businesses can enhance the perceived quality of their brand and build trust with their target audience. Ultimately, this will contribute to increased brand awareness and loyalty.
What Are Brand Associations?
Brand associations are cognitive connections formed in consumers’ minds between a brand and specific attributes, characteristics, or experiences. These associations play a crucial role in shaping consumers’ perceptions of a brand and influencing their behavior.
Effective brand associations can help build a strong brand identity and differentiate it from competitors. When consumers associate positive attributes with a brand, such as quality, reliability, innovation, or value for money, it increases brand equity. Best branding practices involve creating and reinforcing these positive associations through consistent messaging, visual cues, and customer experiences.
For example, Apple is often associated with innovation and sleek design, while Coca-Cola is associated with happiness and refreshment. These associations contribute to the overall value and reputation of a brand by influencing consumer preferences and loyalty. They create a unique positioning for the brand in the marketplace and help establish an emotional connection with consumers.
How These Elements Interplay & Contribute To Your Brand’s Overall Value And Reputation
The success of a brand hinges on the harmonious interplay of several crucial elements, including brand awareness, brand loyalty, perceived quality, and brand association. Each of these factors contributes uniquely to the brand’s overall value and reputation, culminating in a powerful impact on consumers’ perceptions and choices.
First and foremost, brand awareness acts as the foundation upon which all other aspects build. When a brand attains high levels of recognition and recall among its target audience, it becomes a familiar and trusted presence in their minds. As consumers repeatedly encounter the brand’s name, logo, or products through effective marketing strategies, they begin to associate it with specific qualities and attributes. This association sets the stage for deeper connections with the brand and paves the way for building brand loyalty.
Brand loyalty, in turn, is the manifestation of a brand’s ability to foster lasting relationships with its customers. When consumers feel a strong emotional attachment to a brand, they are more likely to make repeat purchases and become brand advocates, enthusiastically recommending it to others. Sustained brand loyalty creates a steady stream of returning customers, leading to increased revenue and bolstering the brand’s reputation as a trustworthy and preferred choice in the market.
However, the real key to establishing a solid reputation lies in perceived quality. While brand awareness and loyalty are essential, it is the perceived quality of the brand’s products or services that solidifies consumers’ trust. Positive experiences with high-quality offerings lead customers to associate the brand with reliability, excellence, and customer satisfaction. As word spreads about the brand’s consistent delivery of value, its reputation further amplifies, attracting new customers and retaining existing ones.
Ultimately, the seamless integration of brand awareness, brand loyalty, perceived quality, and brand association harmonizes to shape a brand’s overall value and reputation.
This cohesive approach creates a virtuous cycle wherein increased brand awareness nurtures brand loyalty, which, in turn, enhances consumers’ perception of the brand’s quality. Strengthening these components synergistically fortifies the brand’s position in the market, creating lasting success and prominence in the minds of consumers.
The Impact Of Brand Equity On Your Customer’s Perception And Purchase Decisions
Consumers’ perception of a brand’s equity significantly influences their purchasing decisions, shaping their overall experience and trust in the product or service offered. Brand equity plays a crucial role in establishing a positive customer perception, as it represents the value and reputation associated with a brand.
When consumers perceive a brand to have high equity, they are more likely to view it as reliable, trustworthy, and of superior quality. Video content can greatly impact brand equity by effectively communicating a brand’s values, personality, and unique story. Through videos, brands can engage with their target audience on an emotional level and create a memorable connection that goes beyond traditional marketing tactics.
By showcasing the authenticity and innovation of your products or services through video content, your brand can enhance customer perception and influence purchase decisions.
Difference Between Brand Awareness, Brand Equity And Brand Value
Understanding the distinction between brand awareness, brand equity, and brand value is crucial for developing effective marketing strategies.
Let’s use an example of a famous coffee shop chain called “Java Buzz.”
Brand Awareness: Imagine you own a coffee shop called Java Buzz. Brand awareness for your business is like how many people in your city or town know about your coffee shop. If a lot of people have heard of Java Buzz and recognize its logo and name, then it has high brand awareness. But if only a few people know about it, then it has low brand awareness. Having high brand awareness means more potential customers know your coffee shop exists, and they might be curious to try your coffee and pastries.
Brand Equity: Now, brand equity for Java Buzz is like how much customers love and trust your coffee shop. If people think Java Buzz serves the best coffee in town, has a cozy and friendly atmosphere, and provides excellent customer service, then it has high brand equity. This means customers are more likely to choose Java Buzz over other coffee shops because they believe in its quality and have positive feelings about it.
Brand Value: Lastly, let’s talk about brand value for Java Buzz. Brand value is about the overall worth of your coffee shop as a business. It includes things like your loyal customer base, the revenue your shop generates, and the reputation it has built over time. If Java Buzz has a strong presence, a large and satisfied customer base, and generates healthy profits, then it has high brand value. Having high brand value makes your coffee shop more attractive to potential investors or buyers if you ever decide to sell the business.
In the business world, these concepts are crucial because they help companies understand how well they are known, how much customers trust them, and how valuable their brand is in the market. Just like with “Java Buzz,” businesses work hard to build a positive brand image and reputation to stand out and succeed in their industry.
The Power Of Video Content on Branding
The effectiveness of video marketing in enhancing brand recognition and customer engagement has been widely acknowledged by industry experts and marketing professionals.
When compiling their Video Marketing Statistics for 2023, Wyzowl asked over 500 marketers about their experience with video. And 95% said video marketing has helped them increase brand awareness. 95%! Think about that for a second.
Video content has the power to captivate audiences and leave a lasting impression, making it an invaluable tool for building brand equity. By incorporating compelling visuals, storytelling techniques, and strategic messaging, videos can convey a brand’s values, personality, and unique story in a way that resonates with viewers.
Creating Compelling Brand Stories Through Video
Creating compelling brand stories through video is an essential strategy for connecting with your target audience and cultivating a strong emotional bond.
These videos allow brands to showcase their products or services in action, demonstrate their expertise, and provide valuable insights to viewers. Through storytelling techniques, such as incorporating narratives, characters, and visuals, brands can create an immersive experience that resonates with their audience on a deeper level.
Bombas does this exceptionally well as you can see in this video campaign. They tell the story of why they do what they do, inspiring customers and prospects alike to connect with their brand on a very personal level.
By tapping into this subconscious desire for innovation and creativity of their target audience, Bombas uses video as a powerful tool to captivate attention and leave a lasting impression.
Effective Strategies To Boost Your Brand’s Equity Through Video
This discussion will focus on the different effective strategies you can use to boost your brand’s equity through video.
Animated Videos
Animated videos have become increasingly popular in video marketing strategies, offering attention-grabbing and visually appealing content that effectively engages viewers and has the potential to positively impact a brand’s equity. When it comes to boosting brand equity through video content, animated videos can be a valuable tool.
Here are four reasons why animated videos are beneficial for enhancing brand equity:
1. Attention-Grabbing: Animated videos stand out from other types of video content due to their vibrant colors, dynamic visuals, and unique animation styles. This captivating nature helps grab viewers’ attention and keeps them engaged throughout the video.
2. Visually Appealing: The visual appeal of animated videos makes them enjoyable to watch and share. With creative graphics, characters, and storytelling techniques, these videos can convey complex ideas or concepts in a simple and visually pleasing manner.
3. Enhanced Brand Perception: By using animated characters or mascots that represent the brand, companies can create a strong association between their brand identity and the audience. This helps build trust, recognition, and positive perceptions of the brand.
4. Versatility: Animated videos can be easily customized to align with a brand’s tone, style, and messaging. They offer flexibility in terms of incorporating branding elements such as logos, colors, fonts while maintaining consistency across different platforms.
Overall, incorporating animated videos into video production is an effective strategy for boosting brand equity by creating engaging content that resonates with audiences on an emotional level.
Now let’s explore another type of video that can help boost your brand’s equity – explainer videos.
Explainer Videos
Explainer videos have gained popularity as a powerful tool for enhancing brand recognition and understanding among consumers. These videos are short, engaging, and visually appealing, making them an effective way to communicate complex ideas in a concise and easily understandable manner.
By using animations, graphics, and clear narration, explainer videos can simplify complicated concepts and highlight the key benefits of a product or service. They provide viewers with a clear understanding of how a brand’s offering solves their problems or meets their needs.
Explainer videos not only capture attention but also keep viewers engaged throughout the video, increasing the chances of them retaining the information presented. With their ability to simplify complex ideas and convey information in an engaging way, explainer videos can effectively introduce consumers to a brand’s products or services and create a lasting impression.
Product Demo Videos
Product demo videos provide a captivating visual demonstration of how a brand’s product functions, allowing consumers to envision themselves using the product and experiencing its benefits. These videos play a crucial role in boosting brand equity by showcasing the unique features and capabilities of the product.
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To paint a picture for the audience, here are four key aspects of product demo videos:
1. Showcase functionality: Product demo videos highlight how the product works and its various features. By visually demonstrating how the product solves a problem or meets a need, these videos effectively communicate its value proposition.
2. Engage viewers: With their dynamic visuals and compelling storytelling, product demo videos capture viewers’ attention and keep them engaged throughout. They create an immersive experience that enables potential customers to understand the product better.
3. Highlight benefits: Product demo videos go beyond simply showcasing features; they also emphasize the benefits that customers can expect from using the product. By highlighting how it can improve their lives or solve their pain points, these videos make a persuasive case for why consumers should choose the brand.
4. Boost sales: Ultimately, one of the main goals of creating video content is to boost sales, and product demo videos are highly effective in achieving this objective. They provide potential customers with valuable information about the product’s functionality, making them more likely to make a purchase decision.
By incorporating these key elements into your video marketing strategy, your brand can leverage the potential of product demo videos to increase brand equity and drive sales growth.
Customer Testimonial Videos
Customer testimonial videos are a powerful tool in video content marketing for boosting brand equity. These videos showcase real customers sharing their positive experiences with a brand, which can greatly impact viewers’. perception and trust in the brand.
By harnessing video marketing to generate authentic customer testimonials, brands can effectively build credibility and connect with their target audience.
Customer testimonial videos provide social proof and demonstrate the value that a brand brings to its customers. They allow potential customers to see how others have benefited from using the product or service, which can influence their purchase decision.
The emotional impact of hearing real people share their experiences creates a sense of relatability and authenticity that resonates with viewers. By including customer testimonial videos in your marketing strategy, your brand can leverage the power of storytelling and personal connections to enhance their brand equity.
Repurpose Your Videos
Repurposing videos allows brands to extend the reach and impact of their content by adapting it for various channels and platforms, maximizing its potential to engage with a wider audience and reinforce brand messaging. By repurposing videos, businesses can create a cohesive video plan that ensures consistent branding across different marketing channels.
Here are four ways in which repurposing your videos can benefit your brand’s equity:
1. Reach new audiences: By repackaging your video content for different platforms, such as social media, websites, and email campaigns, you can reach consumers who may not have come across your brand before. This increased exposure can help build brand awareness and attract new customers.
2. Reinforce key messages: Repurposing videos allows you to reinforce important brand messages consistently across multiple touchpoints. By presenting your content in different formats or with slight variations, you can emphasize specific aspects of your brand story or highlight different product features to resonate with diverse consumer segments.
3. Increase engagement: Different platforms have their own unique features and user preferences when it comes to consuming video content. By tailoring your videos for each platform’s specific requirements (e.g., optimizing for mobile viewing or adding interactive elements), you can enhance viewer engagement and encourage interaction with your brand.
4. Amplify sharing potential: Repurposed videos that are well-suited for social media platforms have a higher likelihood of becoming viral compared to traditional advertisements or longer-form content. Creating snackable, shareable video clips or teasers from longer-form content can increase the chances of them being shared by viewers on social media networks, further expanding the reach and exposure of your brand.
By repurposing videos strategically, brands can leverage existing content to its fullest potential while reaching new audiences and reinforcing their key messages across multiple channels. This approach sets the stage for the subsequent section about taking advantage of user-generated content (UGC) videos in marketing campaigns.
Take Advantage of UGC (User-Generated Content) Videos in Your Marketing Campaigns
User-generated content (UGC) videos can significantly enhance the effectiveness and reach of your marketing campaigns. UGC videos provide a unique opportunity to engage with your audience in a more authentic and relatable way.
By incorporating UGC videos into your marketing tactics, you can tap into the power of real customers sharing their experiences with your brand, which builds trust and credibility among potential customers. Additionally, UGC videos have been shown to increase conversion rates as they feel more genuine and less like traditional advertisements.
The human touch that UGC brings to your marketing campaigns resonates with consumers who have a subconscious desire for innovation and authenticity. By implementing UGC videos, you can amplify the impact of your brand messaging and create a stronger connection with your target audience.
Make Your Videos Feel Personal
Personalizing your videos can significantly enhance their effectiveness and engagement, as studies have shown that 35% of consumers are more likely to make a purchase after watching a personalized video. To make your videos feel personal, consider incorporating the following strategies:
1. Customize the content: Tailor your video content to resonate with your target audience. Use language, visuals, and messaging that speaks directly to their needs and preferences.
2. Address viewers by name (if you can): Start the video by addressing viewers by their names or mentioning specific details about them. This creates a sense of individualized attention and makes viewers feel valued.
3. Tell relatable stories: Share stories that your audience can relate to on a personal level. Highlight real-life experiences and challenges that they may face, and show how your brand can provide solutions or support.
4. Create interactive experiences: Incorporate elements like quizzes, polls, or interactive features in your videos to encourage viewer participation. This not only increases engagement but also allows you to gather valuable data about your audience’s preferences and interests.
By personalizing your videos, you can create a stronger connection with your audience, increase brand loyalty, and ultimately boost brand equity.
Collaborate With Influencers
Collaborating with influential individuals can significantly enhance a brand’s online presence and credibility. By partnering with influencers who have a large and engaged following, brands can tap into their established trust and connection with their audience.
Influencers can create video content that showcases the brand’s products or services in an authentic and relatable way, making it more likely for viewers to trust and engage with the brand. Additionally, influencers have the ability to amplify the reach of video content through their own social media channels, increasing its exposure to a wider audience.
This collaboration not only boosts brand awareness but also enhances the brand’s overall equity by associating it with trusted and influential individuals.
Now we are going to explore some more ways video can amplify the different dimensions of your brand’s equity.
Enhancing Brand Awareness With Video
Can video content effectively enhance brand awareness and contribute to brand equity? Absolutely.
Video has become a powerful tool for boosting brand awareness as it allows brands to convey their messages in a visually compelling and shareable way. With the rise of social media platforms like Instagram, videos have gained significant traction, accounting for a substantial portion of business account posts.
By leveraging trending hashtags, audio, and topics, brands can increase their video exposure on these platforms. Additionally, testimonial videos from satisfied customers are not only effective but also cost-effective in building trust and credibility. Targeted video ads on platforms like YouTube and Facebook provide valuable viewer interaction metrics while reaching specific target audiences.
Fostering Brand Loyalty Through Video
To truly foster brand loyalty, businesses must go beyond simply increasing brand awareness through video. They need to create a deeper emotional connection with their audience and establish trust and credibility.
Video content has the power to evoke emotions and tell compelling stories that resonate with consumers on a personal level. By showcasing the values and personality of a brand, videos can help customers relate to the company’s mission and vision, creating a sense of loyalty and affinity.
Additionally, incorporating customer testimonials in video form can further enhance brand loyalty by providing social proof and demonstrating real-life positive experiences with the brand.
By fostering this emotional connection and building trust, businesses can cultivate long-term relationships with their customers based on loyalty and advocacy. With these strategies in place, companies can move towards elevating perceived quality with video content, further solidifying their position as a trusted and reputable brand that delivers on its promises.
Elevating Perceived Quality With Video
Elevating perceived quality through the strategic implementation of visual storytelling techniques in marketing campaigns has been shown to enhance customer perceptions of a brand’s credibility, reliability, and overall value proposition.
By utilizing video content that effectively communicates a brand’s story and showcases its products or services in an engaging and visually appealing manner, brands can create a powerful impression on their target audience.
Visual storytelling allows brands to convey not just the features and benefits of their offerings but also the emotions, experiences, and values associated with them. This immersive and dynamic approach resonates with customers on a deeper level, leading to increased trust and confidence in the brand.
Additionally, videos that demonstrate attention to detail, craftsmanship, and innovation further contribute to enhancing the perceived quality of a brand’s offerings.
Through compelling visuals, captivating narratives, and strategic messaging, brands can elevate their perceived quality in the eyes of consumers, establishing themselves as leaders in their industry.
Establishing Strong Brand Associations Through Video Content
Establishing strong brand associations through the strategic utilization of visual/emotional storytelling techniques in marketing campaigns has been shown to cultivate a deep and lasting connection between a brand’s offerings and the positive emotions or attributes that resonate with its target audience.
By leveraging the power of video content, brands can create compelling narratives that evoke specific feelings or values associated with their products or services.
Through captivating visuals, music, and storytelling elements, videos have the ability to communicate the essence of a brand and shape how it is perceived by consumers. Consistent use of brand colors in videos creates subconscious associations, reinforcing the brand’s image. Jingles, on the other hand, create a memorable sonic identity, enhancing brand recall.
When done effectively, video content can establish strong brand associations in the minds of consumers, linking desirable qualities and experiences to a brand’s identity. This approach not only enhances customer engagement but also reinforces positive perceptions about the brand’s value proposition.
Measuring the Impact Of Video On Brand Equity
The influence of video on brand equity is evident in the profound impact it has on shaping consumer perceptions and fostering strong emotional connections with a brand’s offerings. Ninety percent of users say that seeing a video about a product is helpful when they’re making a decision.
Video content plays a pivotal role in shaping brand equity and engaging audiences. To gauge its effectiveness, several metrics are essential. Beyond view count, metrics like watch time, audience retention, social media interactions, and conversion rates offer valuable insights into video performance. Tracking brand sentiment is equally crucial, as it helps businesses understand how the audience perceives their brand after watching the video.
Brand sentiment, engagement, and conversions are vital factors to monitor. Positive sentiment indicates a strong brand connection, while high engagement signifies content resonance. Conversions, reflecting actions taken after viewing, reveal the video’s impact on business objectives.
To optimize video content, A/B testing is a powerful tool. Create variations of videos with subtle differences, then compare their performance to identify the most compelling version. Clearly define objectives, segment the audience, and monitor feedback to refine content iteratively. Thumbnails, titles, and messaging can be fine-tuned through A/B testing to attract more viewers and drive desired actions.
As technology continues to evolve and video consumption grows exponentially, brands that leverage this medium strategically will have a competitive advantage in capturing audience attention and driving long-term value for their organizations.
Conclusion
Video content is a powerful tool that can significantly boost a brand’s equity. By strategically incorporating various types of videos into their marketing strategy, brands can effectively convey their story, values, and personality to engage with customers and enhance trust and connection.
One example of how video content can evoke emotion in the audience and increase brand equity is the case of Dove’s ‘Real Beauty’ campaign. Through a series of videos featuring real women with diverse body types and appearances, Dove aimed to challenge societal beauty standards and promote self-acceptance. These videos resonated deeply with viewers who felt empowered and inspired by the message of embracing one’s natural beauty. As a result, Dove not only increased brand awareness but also established itself as a champion for inclusivity and authenticity, ultimately boosting its brand equity.
By leveraging the power of video content, brands have the opportunity to foster brand loyalty, elevate perceived quality, establish strong brand associations, and ultimately increase their overall brand equity. Incorporating compelling storytelling techniques combined with engaging visual elements can create an emotional connection with customers that goes beyond traditional advertising methods.
As consumers increasingly prioritize authenticity and meaningful connections with brands, harnessing the power of video content becomes essential in building a strong online presence and driving long-term value for organizations..
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