Brand persona, & the importance of quality social media.
Good brand personality gives a brand a distinct identity, making it clear and memorable to customers or clients.
If you run a business of high quality products or dining, but your social media feels home-made and unprofessional, then whatever you're trying to sell feels less trustworthy as something of high quality. Your brand may be the best, but if it's not perceived that way, you won't attract customers.
Remember; the quality of the story is the most important thing, but if the book's cover doesn't suit it, people are less likely to pick it up.
PHOTOGRAPHY
Quality photography is more than just pretty pictures of your dishes for the Instagram- it’s an good litmus test for potential diners as to the quality of your restaurant.
If you’re willing to pay attention to detail in investing in quality photography, then the same is likely true for the food they’ll be eating.
Videography; Know your brand, Know your audience.
I’ve created social media content for a variety of different brands- the important element is making sure you get the brand tone right for maximum effect.
The two videos below highlight this; one was created to take early advantage of a rising social media trend, showing off the personality and the fun of the pub, and receiving over 11 million views in the process. This works to add to the brand personality, as the pub wants to be perceived as a fun and light hearted place to go for people of all ages.
The other is shot much more deliberately, emulating more a more cinematic style & designed to loop seamlessly on social media, as the persona and brand message exists to highlight the quality and luxury of the South West London Young’s Hotels.
Swapping the shooting style would have meant that the content feel for both would’ve been inconsistent with the message and persona we were going for, and therefore less effective. That’s why understanding your brand and audience is so important in brand videography.