How to Build a Brand with Video Podcasting

Think of some brands you know that do video REALLY well. Some seem larger than life, woven into the fabric of our lives. Others are probably small or emerging brands that have used video to share their story and give you a look behind the scenes. Video is impactful for brands of all sizes, in every stage of business growth.

Here’s what we’ve discovered about how to build a brand using video and podcasting:


Why video works

As you’ve likely found, figuring out how to build a brand is quite a challenge—especially if you’re working only with static media, like written copy, graphics, and photos. Here’s what makes rich media like video podcasts so potent:

    • Video allows you to promote brand awareness AND demonstrate who you are and what makes you different from your competitors.

    • You’re more likely to capture attention with a video. Four times as many consumers prefer to watch a video about a brand or product rather than read about it. 

    • Using video, you can draw upon the power of emotions in marketing by using imagery, music, and scripting to evoke strong feelings from your audience. 


Types of branding video podcasts

These five video podcast formats are excellent for branding:

    1. Explainers: Videos that give an overview of a subject relevant to your business or industry.

    2. Product demos: Show your audience how your product works so they can understand what sets it apart from other options.

    3. Company culture: What’s important to your brand? What is your brand personality like? Company culture videos show the audience the ideas, passions, and unique attributes that make up your brand.

    4. Behinds the scenes: Give your audience a look at the people behind your brand, and let them in on your workflow or product creation process.

    5. Customer testimonials: Part of branding is how you relate to the people who have purchased your product or services. Show off your brand from the perspective of your customers.

Time-saving tip: Extract these types of videos from one longer video podcast by breaking it into bite-sized chunks, called micro-content. For example, you can pull a 2-3 minute explainer video from a longer piece of media so that it can be used in channels like social media and email.


What makes a good branding video podcast?

Effective branding videos tell your story without actually telling your story.

It’s tempting to deliver business facts and brand messaging up front, but doing that means you’ll miss out on the chance to appeal to your audience emotionally. Branding videos appeal to positive emotions like unity, joy, or security to captivate viewers.

For example, instead of saying “we believe in helping small businesses with their project management software needs,” you can recount the inspiring story of how you discovered the need for your solution, or share the moving details behind some of the businesses you’ve worked with in the process.


What should you include in your branding video podcast?

  • Embody your “why”: What is your reason for doing what you do? This is the heart of your brand story, and should be included in your video branding strategy.

  • Address and solve a challenge, problem, or pain point: Demonstrate how you make life better for the people or businesses that use your product or service.

  • Demonstrate why your brand is unique: What do you offer that no one else does? Why should a prospect choose you over a competitor? Highlight your unique strengths.


Are you ready to learn firsthand how to build a brand with video podcasts? Reach out to the experts at Tobe today! 

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