Creating a 5 minute brand message requires a degree of story telling but also the ability to pull together the key elements of the brands story which include the target market, problems it solves and value proposition in a manner that is compelling yet, simple and clear to the audience. (Image credit: Flickr)
While marketers may need to create a message to suit a number of different channels, making a concise 5 minute brand message requires certain practices irrespective of the channel.
Work within parameters. Story telling tends to be a broad and open ended subject with a level of creativity required. What is also required is the ability to create and operate within parameters and objectives, for example to produce a message no longer than 5 minutes that showcases a product and keeps the viewer engaged through the call to action which seems like the only natural next step.
Keep it short and simple. The message needs to engage the audience immediately and be kept brief and to the point without the waffle.
Use of analogies. These may be appropriate when dealing with difficult concepts or dynamic services to help simplify the essence of the service or product.
Using hero’s, villains and passion can make for a winner in the 5 minute brand message.
Creativity can also be used to illicit an emotional response and is likely to stand out to the audience as a result, whether it is funny, sad or invokes nostalgia.
Re-purpose content. The 5 minute brand message should be succinct enough in order to re use across different platforms with a bit of tweaking and so engage audiences across different media as well.
Distribute the message. Be sure to distribute the message across as many platforms and audience relevant locations as possible. This will allow for better traction and engagement.
Are there other practices that you would adopt in creating a 5 minute brand message. If so please share in the comments below.
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