I Wish We’d Started Here: The Surprising Gateway to Better Branding
Many clients come to me with what seems like a simple request: 'I want to make a video.' But time and again, after going through the process, I hear, 'Man, I wish we started here!' or 'Wow, we never looked at our company that way before!' It turns out, what they’re truly seeking is someone to help them discover an authentic expression of their mission, vision and values—so they can connect profoundly with their audience. Branding, am I right?
Video: The Ultimate Starting Point for Branding Success
Most businesses don’t just want to make a video—they need help with:
Positioning and messaging
Visual identity development
Marketing strategies that include PPC, SEO, and CRO
Social media presence
A robust content library to tell their story across platforms
At the heart of each of these efforts lies a discovery process. Whether it’s for PPC, a website, or a brand video, the questions are the same:
Who is your audience?
What are their fears, desires, and pain points?
How do you solve their problems?
What is your Unique Selling Proposition (USP) or Unique Mechanism?
This holds especially true for video. Video projects, especially Brand Videos, go beyond routine tasks like event coverage or product demos. These videos serve as keystone assets—appearing on your homepage, headlining events, or closing pitch meetings—and require the same depth of discovery as any high-impact branding effort.
Why Video-First Marketing Works
For some of you, starting with video might be the most practical way to start taking your brand to the next level. Here’s how I’ve seen it make an impact for startups, small businesses and departments within enterprise organizations:
Iterative Brand Exploration
The video creation process demands clarity and alignment. Stakeholders collaborate, refine messaging, and emerge with a unified brand story that resonates.The Keystone of Your Marketing Strategy
A brand video is more than a standalone piece. It sets the tone for websites, social media campaigns, paid ads, print materials, and more.A Content Ecosystem
Video projects encompass video footage, photography, graphics, and messaging. They create a library of assets you can use across multiple channels.Fast and Flexible Execution
A brand video asset can be created in just 60–90 days, giving you a powerful tool to engage audiences immediately. As your branding evolves, it’s simple to update and adapt.
From Video to Every Marketing Channel
Starting with video creates a ripple effect across your marketing:
Website Development: Populate your site with high-quality visuals and messaging.
Paid Advertising: Use brand video cutdowns and variations to drive traffic, conversions, and engagement.
Social Media: Leverage engaging, shareable clips to amplify your reach.
Print Collateral: Repurpose video visuals into brochures and other materials.
Is Video-First Right for Everyone?
For most businesses looking to strengthen their brand, video-first is a powerful starting point. It simplifies complex messaging, builds emotional connections, and delivers reusable assets that amplify ROI across platforms. That said, success hinges on a strong strategy to support and distribute the video.
If you need clarity, alignment, and a standout brand presence, video-first is the way to go. However, its success depends on considering the context of your entire marketing ecosystem.
By beginning with video, you will set the stage for a cohesive, impactful strategy that flows naturally into other areas of your marketing efforts.
Want to learn more? Get in touch to to see if you’re a good fit for a video-first approach.