3 Passion Points for Creating an Internal Brand Video
Let’s face it: most internal brand videos simply fall short. Employees often say they’re boring, distracting, or irrelevant to their jobs. Sometimes they even put a new campaign in a more confusing position to the teams that will be most affected. Internal branding is a growing use of content marketing videos as a way for brands to communicate any number of topics, news or other information to employees in an engaging way.
A branding video that best motivates the company to believe that they can deliver, is the only one that will really work. Many advertising campaigns carry emotional triggers but are hard to translate and for the average employee to relate to. The marketing team uses emotional language and clever messaging, but internal teams need a memorable guide and action plan for what activities are valuable.
Employees need an outline that everyone can use on a daily basis, that will guide courteous service, delivery and future development. Here are 3 “passion points” to consider for your internal branding videos to give emotional value to your employees:
Align Content With Vision – It’s critical to clearly share your brand’s authentic and distinctive qualities and then link it to your company’s vision, conjuring a heartfelt connection with your message.
Connect Departments – Be sure you craft your video with the purpose of getting your employees to connect, commit and engage in delivering your brand promise every step of the way. This will help ensure there is a buy-in from all departments and the content will excite employees and spread motivation.
Reinforce Direction – Throughout the video, be sure the content reinforces the consistent message for the campaign and how each department is critical to delivery. Every team should feel the excitement of the future and be prepared for any new roles that may come. Leverage company culture, employee engagement and strong internal communications to continually foster your brand values.
Your content may seem straightforward to you, but if ALL of the employees don’t feel the relevance to their teams, it may not garner the unified response you desire. Using these guidelines will help streamline your message across all channels.