The Power of Brand Videos and Emotional Storytelling

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We are talking about the power of video and branding, and we have the perfect guest to help us talk about that today Mariana, welcome to the show.

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Thanks, eric, great to be here.

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So why don't we start off by you sharing just a little bit about who you are and what you do?

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Yeah for sure.

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So I am a documentary filmmaker, emmy award-winning documentary filmmaker turned entrepreneur.

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I'm the founder of brandmagneticcom, and a bit about my business is that I was able to bring a lot of my passion from documentary filmmaking.

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So to me, documentaries are films that you watch and you are moved to take action or you are highly empathetic to somebody whose lives or whose experience you never thought you could feel empathy for or have never been in their shoes.

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And so my background you know.

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For 15 years I worked at the New York Times, the Wall Street Journal, time Magazine.

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I was at NBC for about five years.

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That was my latest sort of corporate gig and I traveled the world.

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I went to Haiti and Afghanistan and the Middle East and Ukraine and Finland and all over the world, really building trust with people very, very quickly so that in a matter of one, two, three days I could tell their story, I could have them trust me that I could do their story justice in a very short format.

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So it was a lot about building trust fast, but also knowing which parts of their story are going to create the most impact for people watching.

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And so and I did work on some longer films, but my sweet spot was anywhere from like two to 10 minutes, and so I also knew that I was a closeted entrepreneur.

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I knew I never wanted to ask for a raise again.

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After spending about a year negotiating my last raise at NBC and for many reasons, I realized like I really need to spend time building my own business and just owning what I'm doing and owning how I'm doing it and not having to ask anyone for permission and just like following my own heart with what I'm doing and owning how I'm doing it and not having to ask anyone for permission and just like following my own heart with what I wanted to do.

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And so that's why I left my corporate job to start Brand Magnetic and essentially Brand Magnetic.

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I focus on creating brand videos which are two to three minute videosideos.

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That tells people's stories, like business owner stories, in a way that creates a deep personal and emotional connection very, very quickly, and it does it at scale.

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Right.

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If you're able to pack that punch inside of one single video and place it top of funnel in all sorts of different places so that everyone coming into your universe watches that one video, you're able to essentially create a personal connection at scale, because we know that, like having a coffee chat with every single person that signs up for your lead magnet, is just not doable.

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So that's where the concept of the brand video came to play.

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That's awesome.

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I know you've done a lot of these brand videos for your clients and I think you've also done a really great one for yourself.

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Why don't you tell us a little bit?

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About some of the remarkable video you've done there.

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Yeah, for sure.

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So we have different types of services.

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Our main core service is either a done for you brand video, so those are the more higher end.

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We work with cinematographers really like folks editing these brand videos.

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On my team We'll edit, you know, hbo trailers or Netflix trailers, so they're really really a high end talent that we bring on for each of the videos.

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But we also I also have a program where I help people do this on their own, literally on their phone, and so that's called the Brand Video Accelerator.

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And, as you mentioned, I've had clients you know, both students in my program and clients that I've done for them.

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But I've also really, you know, could have nudged by a lot of people around me and for myself, you know, because I believe in brand video so much, I knew that I had to create my own.

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I wanted this to work for me and it you know, I won't lie to you it was hard doing for myself.

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I the way that I sort of describe it is, you can be the best surgeon in the world, but performing surgery on yourself is going to be really challenging, and so I went through the challenge of really understanding, like, okay, what parts of my story going through my own framework, if you will understanding what parts of my story resonate.

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How can I tell it in a way that really packs that punch in a short amount of time?

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And eventually I created my own brand video.

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And what was the hardest thing about doing that for yourself?

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And what is the hardest thing that you see working with clients on creating the brand video?

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Like what's the hardest part about doing it?

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I think people probably struggle in a couple of different aspects of it.

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Sometimes Some people, I think, okay.

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So I think the biggest struggle that some of the folks coming through my program have had is when they don't know their audience well enough, and this is a point that I push really, really strongly, because we're not just creating a video that looks good or that feels good.

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It's not just your origin story.

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Your brand video is really a very curated, intentional brand story that creates that emotional connection.

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So you're coming into my program with the promise that this video is actually gonna make a difference in your business.

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It's a marketing tool, but that doesn't feel like a marketing video, like most marketing videos, where you have, you know, really articulated copy, if you will, and then you have a call to action.

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You're essentially feeling that the end result of the brand video is trust.

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You're accelerating trust by watching that video, and so in order to do that, you have to know your audience deeply.

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It is your story that we're telling, but at the end of the day, it's all about them and their feelings and what's in it for them.

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So that's the end goal, that's the North Star, and we're just using your story as the vehicle to get us to those feelings, and so the struggle that some of my students have had is because they don't know their audience well enough.

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It's hard for us to then reverse engineer from that into their story.

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For me, my struggle was because, again, I was doing it for myself, and so I had to be really intentional about listening to feedback, even more so than my own gut feeling about things.

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And so, for example, my brand video, which folks listening to this can watch it at brandmagneticcom slash Mariana M-A-R-I-A-N-A.

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If you go listen to that, come right back, listen to the rest of this conversation.

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But in my brand video I essentially talk about the story of when I was a little girl, and the end goal that I wanted to get to was that I'd been an entrepreneur my whole life, and so the story that I chose was when I was a little girl, about seven years old, I asked my dad to bother my neighbors to empty out their garden shed so that I could build a little school in there, because I realized that I had something that, as a first grader, that kindergartners didn't have I knew how to read, and I knew that I could teach these kindergartners how to read and in exchange you get paid 25 cents a lesson.

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So I called it the ultimate low ticket course.

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I had recurring revenue, all of these things.

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And there's a little hiccup in the story because kids started showing up without the quarter for the day, and so I write this letter to the parents, which luckily, my parents kept.

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So I read the letter in the video and anyway.

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So I told that story of, like, this young entrepreneur, mariana, before she became a filmmaker, won an Emmy, was nominated again and then eventually became an entrepreneur after this career in filmmaking.

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But originally I was going to tell a completely different story which I won't get into, but that was, you know, it was kind of like which story to choose.

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I had to very much listen to my audience and not only hear what they were resonating with but hear what parts of my personality they were most attracted to.

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So it is part of my framework, that first portion I just talked about, which is knowing your audience really deeply.

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The second step of my process is what I call the neon fox.

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It's knowing yourself really deeply through the eyes of your audience, which is very it's kind of different than just knowing yourself right.

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It's knowing what people love about you?

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Why did they buy from you specifically?

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So that was definitely a challenge, just like you know, being able to teach this so well, but then doing it for myself, without a guide, if you will was hard.

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Yeah, I can imagine.

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So what makes the videos that you've worked on with your clients, what makes them remarkable or exceptional, like the best ones that you've done?

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What are the things that you look at and you're like, wow, that was really great because of X, Y, Z.

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I think the thing that most stands out, in addition to knowing how well curated the actual story is.

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So that's the big one, actually.

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So I'll mention two things.

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One is that we're not just telling the story of this person, we're not just telling Eric's story.

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You know the way that you would, maybe on your about me page, if you know if you haven't done some with this brand story work, or you know if people ask you like, hey, eric, why did you become an entrepreneur?

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Why did you start podcasting?

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Right?

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So the way that the story is crafted is incredibly intentional, in that every word is chosen for a reason, and every part of the story, and obviously the story itself, is chosen for the reason of creating trust, and so that is, like, very much, the foundation of this whole thing.

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The second, though, is that we are using the video format to the max.

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Like, the visuals that we use in brand videos are not just B-roll, right.

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They're not just illustrations of what's being said.

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I don't even call it B-roll, I call it emotional visuals, and the reason I do that is because your visuals should really be a character in your story.

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They should be pushing certain feelings and certain emotions, creating what's called narrative transportation, which is basically when people shut off the parts of the brain when they're thinking oh, I'm going to be, eric's going to sell me something, eric's going to talk to me about his program.

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Now, how much is it going to cost?

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Can I afford it?

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What will my spouse say, am I spending too much money on my business?

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They don't think about any of that.

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All they're thinking about is like oh my gosh, eric's an awesome guy, like he gets me and he cares for me and he's an expert.

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Those are the three sort of takeaways that a brand video should imprint very deeply, you know, in the emotional state of the person watching your brand video.

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So, obviously, with my done for you clients, we're, we're really using high end, beautiful cinematography to express and show these emotional visuals.

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They're typically, you know, visuals that really express a feeling way more than illustrate the information.

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You know they're.

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They're things that make you feel, illustrate the information you know they're things that make you feel.

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So, for example, I rely a lot on nature.

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You know I recently worked with some clients who were in the fitness space and so a lot of their expression, or that maybe they were outside doing a workout and they gaze out on the water and it sounds cheesy, as I'm describing, but it's actually really beautiful.

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They were able to do it like very authentically.

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It's a lot about, you know, making them feel comfortable in front of the camera too.

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So there's there's part of that work there as well.

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I'll give you another example of a student of mine from the Brandvid Accelerator program.

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Her name is Julia.

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She's the pot known as the podcast teacher, and so one of the things that we relied on.

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We knew that her students loved her love of systems and order, and so we show her, you know, putting markers in rainbow order, because that's what she used to do when she was a little girl, and she talks about that.

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You know it's a jigsaw puzzle.

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A puzzle is basically something that's really complicated and then when you put it together, it all makes sense Right.

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It all makes sense right, and so it's looking for visuals that are going to really express a deeper feeling or a deeper part of your personality, versus, just like I said, covering your film.

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That's great, I think, a unique way to tell the story that you don't usually tell in your about me description.

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And the power of the video is likely very important, because people are much more likely to watch something for a couple of minutes rather than to read a long thing.

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In today's market.

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That's, that's my assumption is people are just more used to that today, right?

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That's my assumption is people are just more used to that today, right?

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Actually, I think it's both.

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I've seen evidence that some people prefer to read.

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I think this is a little bit depending on where you're at.

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I think if you're on social media platforms, tendency to read is less You're used to.

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You're expecting a video video, although carousels are doing really well, but we're literally talking about very short sentences at a time.

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Um, the goal with the brand video is to keep them pumped right.

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We're not assuming anything.

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We're not assuming that they're going to keep watching, and so all of the principles of really good video apply in that.

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We're still very intentional about that first sentence, about those first visuals.

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We tend to like draw them in with something fast-paced, with something like really curiosity inducing.

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We don't like really slow.

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There's no slow entry here as you would in a documentary.

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You know, feature-length film have a bit more of that flexibility.

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You know, if you've got people inside of a theater watching a movie, you've got a captive audience.

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There's nowhere else to look but the screen.

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Obviously, that's not the case with how we consume a brand video.

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So I think what it does do is really bring your story to life.

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You know, I think most of us, when we write our About Me page, we write it kind of reluctantly.

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It's kind of uncomfortable to write about ourselves and we don't look at it for years.

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Right, it's like, oh, we checked it off our list.

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Okay, I have some text that hopefully somebody will read it.

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But our About Me page is the second most visited page on any website.

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It is highly, highly visible real estate inside of our ecosystem and, to your point, we're just typically just writing something there and hoping people will read it when instead, if you could put a brand video there I mean, I've had people mention it over and over you know, having watched it on my about me page or having seen it on my signature, that this is the awesome thing about the brand video too.

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It goes in so many different places.

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It's the most used video in your ecosystem by far.

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Because it can go, it should go pinned on your social media profiles, your email signature, your about me page.

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If you're the face of your company, put it on your home page as well.

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Goes on your sales page when you have, you know blurb about you when you're again selling something right there.

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I use it in our welcome sequences.

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I encourage my students and clients to do that as well.

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I have a little text that I shoot somebody every time I get a new follower on Instagram.

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If I'm not too busy that day, I'll copy that text, and it has my braided video there as well.

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It's like thanks for following me.

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I'd love to get to know you.

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Blah, blah, blah.

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Here's my brand video, anyway.

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So there's a lot of use for that brand video, and the hook is certainly important too.

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Is doing a brand video something that everyone should do?

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Is it something everyone who's working on their personal brand should do?

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How do you think about that?

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I think, more and more, we're buying from people whose values we align with.

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We want to spend money intentionally.

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More than ever, we don't want to spend money on people who we know are doing things that we disagree with, and so the more that brands align with values, the more that they should show what their values are, and brands have been doing that for a long time.

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So the answer is absolutely yes If you want to connect with your customers, if you believe that knowing who you are is going to impact your offer and trust me, it does Like statistics show us that people again buy based on the values of the company that the company represents.

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And so you know, I've worked with folks in e-commerce.

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I've worked with folks, but I most primarily work with folks who are the face sometimes not the name, but at least the face of their brand.

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But I've also worked with folks who were typically behind the scenes and realized that they're missing out on something really great.

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You know, people want to connect with the person behind the brand.

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I think of Jessica Alba with the Honest Company, lots of folks whose names are now the face of their brand or who are well-known personality behind that brand.

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People gravitate to the brand even more so because of that behind that brand.

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People gravitate to the brand even more so because of that.

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I think if people use all the distribution methods that you mentioned from highlighting their website to their social profiles to including it in email sequences I think there's a lot of places to use it and it could be the most used video in your library, like you're saying.

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So I think that's some great advice.

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Anything else that you want to share about the secret to creating great brand videos?

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I think it's all about understanding what's going to build trust, first and foremost, in your audience.

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You know, before we started recording, we were talking about this awesome success story that my clients have had, but also that I've had.

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You know, I had a 600% increase in my launch revenue after launching my brand video.

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I had people literally telling me this works.

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I have just bought your program because I watch your brand video.

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So, above everything that I had been doing, you know, objection handling and future pacing and creating scarcity and urgency, like all of the other marketing things that I've been doing, helped.

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But once they watched my brand video, they were like I'm sold on you, and that is the biggest important concept that I want to leave with your listeners is the idea that once people are sold on you, they will buy anything you sell right, as long as it's not something completely unnecessary.

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And even so, there are use cases for people buying those things out of being super fans.

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But the idea is that there are three types of buyers.

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There are people who buy from you without knowing you, and that's typically.

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You know, we get ads for things and we're like I don't know who this person is, but the copy is really good and it's speaking to my pain point.

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That's a very big pain point that I have and it's kind of a low ticket thing.

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I'm not going to think about it, I'm going to just buy it.

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I have like millions of swipe files and templates and things that I've bought in that way and I forgot that I bought them.

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I didn't have any connection with the person selling them.

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The second type of buyer are people who buy from you because they know you.

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So if you're persuasive enough, if you really have good, all of these good marketing strategies, chances are you might be able to make that sale.

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And the third kind of buyer is the buyer who buys from you because they trust you.

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That is the easiest buyer to sell to.

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That is by far the easiest buy.

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They're already sold on you.

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They already trust you.

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They trust that whatever you offer them is going to be good and that you stand behind what you're offering them.

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They also trust that you get them deeply, that you care about them and that you're an expert.

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Those are the three things that your brand video is going to convey to them in one go.

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So the idea that you can create one single video that lives top of funnel that everyone sees and that can get them so much closer to buying from you.

00:20:35.835 --> 00:20:38.479
And that can get them so much closer to buying from you.

00:20:39.980 --> 00:20:44.036
And, by the way, one of the things that led me to create the brand video is the fact that I was signing up for all these lead magnets and I was getting emails from random people.

00:20:44.036 --> 00:20:45.846
I'm like, who the heck is this person?

00:20:45.846 --> 00:20:55.191
I can't remember, I couldn't get track of who everyone is, and that's where I realized like there has to be a way to create that personal connection.

00:20:55.191 --> 00:21:03.249
I won't ever forget Eric right Now I obviously won't because we're chatting but had I signed up for a lead magnet from you?

00:21:03.269 --> 00:21:14.840
It might've been, you know, or I'm amusing you as an example but for most people, you sign up for something, you connect with them, you start following them on social and you can't remember who the heck they are.

00:21:14.840 --> 00:21:24.471
So that's why it takes six to 12 months to build that trust, because you have to have so many touch points seven hours of touch points, you know, some study show.

00:21:24.471 --> 00:21:38.982
So the idea that you can accelerate that process so much by having just a single two to three minute video, that does the heavy lifting for you when you're doing other stuff is just incredible and super excited about it.

00:21:40.787 --> 00:21:48.826
I think that's great advice and you have a resource that people can go to that I can link to in the show notes.

00:21:48.826 --> 00:21:50.672
But can you just talk about that for a minute.

00:21:51.220 --> 00:21:52.001
Yeah, absolutely.

00:21:52.001 --> 00:21:57.000
You were asking about what's a good way to make a great brand video, right?

00:21:57.000 --> 00:22:01.396
So I have the ultimate cheat sheet for a brand story that converts.

00:22:01.396 --> 00:22:11.229
So your brand story is basically the foundation of your brand video, and you can grab that awesome cheat sheet at brandmagneticcom slash cheat sheet.

00:22:11.229 --> 00:22:13.935
It lays it all out for you there.

00:22:13.935 --> 00:22:16.720
And I'd also love to connect with folks on Instagram.

00:22:16.720 --> 00:22:20.811
If that's a platform that you use, just find me on at brand magnetic.

00:22:20.811 --> 00:22:23.188
Feel free to shoot me a DM, a voice message.

00:22:23.188 --> 00:22:24.526
I reply to everyone.

00:22:24.526 --> 00:22:25.865
My DMs are open.

00:22:25.865 --> 00:22:31.130
If you have any questions or if you just want to say hello, I am happy to connect with you there.

00:22:32.932 --> 00:22:33.253
Awesome.

00:22:33.253 --> 00:22:39.064
Thank you very much for for sharing that resource, for being on the show today and sharing your insights.

00:22:39.064 --> 00:22:40.925
We appreciate it, Thank you.

00:22:41.586 --> 00:22:42.146
Thanks, Eric.

The Power of Brand Videos and Emotional Storytelling

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