Have you seen Google's annual "Year in Search" videos? Google releases these videos at the end of each year. They are a compilation of the year's most popular search queries and topics through viral social media videos or news footage. They capture our collective history and emotions in a visceral, uplifting, and original visual experience. Google's annual videos showcase the company's role in helping people explore and understand the world. And they’re widely viewed. As of June 2023, the 2022 video had 296 million views.
This is just one example of a brand anthem video. A brand anthem video is a short, cinematic-style video that captures a brand's essence, values, and personality. Companies use them as a branding tool to create a bond with a target audience and reinforce brand identity. The best brand anthem videos explain who the people behind the brand are, what the brand stands for, and – most importantly—why the brand exists. This is in comparison to an explainer video, which is a video that outlines how to use a brand's product or service.
A brand anthem video evokes specific emotions and perceptions related to a brand. It communicates your brand's mission, vision, and core values in a visually engaging way. Through storytelling, images, music, and narration, a brand anthem video inspires, motivates, and resonates with viewers.
Video is always an impactful marketing strategy but can also be a powerful brand strategy. Wyzowl's State of Video Marketing Report found that 95% of marketing leaders say video marketing has helped them increase brand awareness. And consumers want more. The same survey reported that 91% of consumers want to see more online videos from brands.
An effective brand anthem video builds a sense of loyalty to and pride in a brand among existing customers while also inspiring potential customers to find out more. But consumers can spot inauthenticity a mile away. Don’t cut corners on these powerful marketing tools. The juice is worth the squeeze, as they say.
While scripted and highly edited videos may sound expensive, there are several compelling reasons why brand anthem videos are almost always an excellent investment. Here are a few.
Brands that use these unique videos with the following goals in mind maximize ROI.
Our video team at Phase 3 understands how powerful a well-made brand anthem video can be. We're in the business of building distinctive and authentic brands. We ensure that the script and concept we develop for you will showcase your unique brand. We also have a wide range of video partners with different strengths and toolsets—so we can find the best fit for the concept. There are no cutting corners or limiting creativity to what we can do in-house. We’re also mindful of your bottom line. We’ll never suggest an idea or concept that won't bring a return to your brand.
Here's a recent example of a brand video we created for Wirtgen, a company that designs and produces machinery for road construction and maintenance. This video features captivating images of happy families, nature in all its glory, and long expanses of roads. Sprinkled in are images of the equipment the company produces in action. A narrator tells a story of journeys and dreams and how Wirtgen brings the world closer to home with their products. The story ends with “Feeding your soul, finding your joy…it takes a road to get there,” highlighting Wirtgen’s brand promise to pave the world for greater mobility. The result is an engaging story that draws you in.
This is one example of a brand anthem video our team created that has resonated with audiences and contributed to the success of our clients. We strive to create videos that capture your brand's essence, communicate its values, and inspire emotional responses from viewers.
Our video team provides complete video marketing services, from ideation to execution. For more information about how our team can create videos to support your brand, contact us today.