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Entrepreneurs understand the importance of branding and how it can make or break a business. A strong brand identity can set you apart from the competition, establish trust with customers, and ultimately drive sales. As a marketing expert and branding strategist, I have seen countless attempts at creating compelling brand videos, but few have impressed me as much as Naadam’s ad from a couple of years ago.
This video is a masterclass in visual storytelling – and in brand storytelling in general – and showcases how a well-executed brand video can captivate an audience and drive sales.
While not all small businesses will be able to undertake the extent of videography and storytelling that Nadaam did in their video, it’s important to expose your brain to the possibilities. By analyzing this ad, we can identify key components of successful visual storytelling and learn how to apply them to our own branding strategies. So, let’s dive in and break down what makes Naadam’s video so compelling.
And why you’ll probably also want to buy a $75 cashmere sweater when you’re done.
I recommend you consume the rest of this in one of two ways:
Instead of a traditional sales pitch, Naadam has created a visual story that immerses the viewer in their brand and the journey that goes into creating their products. It’s a bold and refreshing approach that sets them apart from the competition. The video is expertly crafted to evoke emotions and create a cinematic experience.
5 seconds in
From the very beginning, the viewer is transported to the rugged landscapes of Mongolia as the camera captures sweeping shots of goats moving across the land. The impactful text overlay and powerful voiceover set the tone for the entire video.
One of the key concepts of storytelling is that few stories start at the very beginning. Instead, we are often introduced to the characters and the action somewhere in the middle, which immediately grabs our attention. By not starting off with the product they’re selling, Naadam is able to engage the viewer on a deeper level and create a lasting impression.
While you may not initially have access to the cinematography and editors, there are key takeaways that apply to any business when using storytelling for their brand.
First, they know their audience. That’s the most important information that you need to know.
Second, they keep it fast paced. There’s always a point when thing get too slow that your audience’s mind starts to wander and you will lose them. You’ve been there and you know what I mean.
Third, they only share the information that matters, and don’t share the information that doesn’t. Your goal should never be to get 100% of everything in one touchpoint, but use those as a way to connect the audience further. You don’t always have to make the final sale in every engagement. You do want to consider micro-conversions.
And of course, they have refined their brand. If you visit their website, take a few minutes to look around their About tab. You’ll learn a lot about their brand, which means they know and understand their brand and can communication that information to others. You have to understand your own brand very deeply before you can ever make a story at the level of theirs.
I didn’t create this video. But our team can help you with honing your brand voice so that it reflects your values, developing your brand communication, and even creating a story-based video to highlight your business.
So tell me … does this make you want to buy a $75 cashmere seater?
Add your comments and ask your questions below.
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