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Master Video Marketing for Your Business

Lesson 23 of 30

Creating Online Brand Identity

Lou Bortone

Master Video Marketing for Your Business

Lou Bortone

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Lesson Info

23. Creating Online Brand Identity

Lesson Info

Creating Online Brand Identity

with those riel life samples in mind. Let's take a look at how you can create a brand identity online with a few guidelines and rules, and one of the 1st 1 is to identify your core message. And you have to know what your why is one of my favorite authors. I'm in cynic who also doesn't famous Ted talk talks about people don't buy what you do. They buy why you do it. So that's why you why you why is so important? And, um, he's got a book called Start With Why? If you're interested in that, Andi is also done. Like I said, he's done a great Ted talk so people don't buy what you do. They buy why you do it. So that's why you have to bring that part of your personality and your branding into it. A couple of other guidelines and rules for that. So identify your core branding message. Your why I talk about my son who plays baseball a lot because I you know part of my message is freedom and flexibility that video could bring you and because I'm able to make my own schedule and you create videos ...

that do the work while I'm out. I can follow my son all over the East Coast while he plays baseball and spend this time with them that, you know we can't get that back. So that's kind of my wife, and everyone has obviously their own. Why so Identify your core branding message and don't be afraid to share it. Decide on a distinct attitude. Look, feel and tone. My little acronym is laughed for your brand look, attitude feel tone. That's things like colors, visual aspects of your brand fonts, style design. Um, and again that goes back to, um, you know your website is your home and your headquarters and your brand on the Web. So that's a place where you really want to start and make it pop and make sure represent your brand. So you got to think about things like that. I mean, I think it was Tony yesterday asked a look at this lovely templates, like I purchased this template on purpose because I liked the the branding and just the way it looked in the way it popped. So it's not just black and white power point. It's a template data sub brand. So I have main brand and then I have one of my sub. Francis is in the Enlightened Leader project, which is really targeting corporate clients, and I kind of feel like they kind of look good look different because a very different already. I got a general audience, a lot of students and younger people and all kind of people. And then I got the specific audience and that sub branding really has to look different. So do I have a different left for that than I do for my main brand? I would say if it's a completely different company, I mean, obviously, people have. Sometimes people have one or two or three businesses. But if this a unifying team theme that ties them all together, then you could probably put them under one umbrella and say, You might say, corporate clients go here and private clients or something go there. So if you feel like there's a unifying theme that ties your whole brand together, you could include the mall at one. Otherwise, you know it's not unheard of to have two different websites or two different brands. Um, Dre, do you have anything to add to that because I website I have to agree. I think when they're closely related, I always suggest to umbrella because there's a lot of cross pollination between it. Even though you've got personal and corporate, you've got people working incorporates. You're still tapping into that if they know other people outside of the corporate world, and that sort of stopped exactly. So if you do feel like there's a very unifying theme, I would keep it together. And it also just makes it easier on the business owner. I'm about simplicity. When you have two separate brands is a lot of extra work to manage that and create those different fields and different attitudes and tones. If it's still you and you're really the umbrella, you're the brand, and you have these other elements below it, your the broom, so keep it all consistent. It's more about recognizing you and and your expertise and your help. Thank you. That's really helpful. And, um, that's another question that comes up quite a lot. Um, for your brand and even for your YouTube channel, it's like, Okay, should I call it the company? I should. I call it my name and I usually default to say, Well, I call your name cause that's probably not gonna change even though the direction of your company or your initiatives may change. Um, you know Michael Porter talkto us on Monday. Um, you know, you can go to Michael port dot com and find his various initiatives and projects, even though you know he's known for book yourself solid. He does other things, like ho public speaking and things like that. So So that's the umbrella brand. He's the brand or movie folios the brand, and then they may have their initiatives under that. Does that make sense? Awesome to move on this. Create consistency across all platforms. Web video, print, social media. I know very would agree with this one, too, because it's it's not that difficult to do again. If you have a color palette of sort of a branding guide, you can make sure that everything looks similar across all the different platforms because I've gone toe places where the YouTube channel looks like this, and the website looks like that. And then you know what they post on Facebook is totally different trying. Think about all of that as one big brand and think of each video as we mentioned as an individual building block for your brand. So even though I did a goofy Moses video and a goofy says will be tomorrow on video and they're completely different, they still kind of, you know, building is the same brand of you know Oh my God, this guy such a goofball. So, um and then stay on message and be hyper focused and ultra clear with your video communications. And this is a tricky one because as entrepreneurs, we have notoriously short attention spans, and we like to go from this, that the other thing. So when we think we're being repetitive, that's kind of when the Brandon's really starting. So you may be a little sick of your message, but your viewer is just maybe just now starting to get it. And I think we've seen the statistic that it takes between seven and 21 times for a person to see a message before it starts to really register with them. So that means in your videos you might have sort of a standard outro that you say every time that reinforces your brand. So you know this is the war tone. The online video guy. Follow me on Twitter. Do this or that. You know, whatever that branding is, make sure you're hammering at home and being hyper focused. And then finally, we went into this little earlier. But allow your videos to be a natural extension of your personality and your brand, and that goes for copy. Pacing music. Location obviously, Will may look at another video from Evelyn from Costa Rica. Now she's selling a vacation property or renting a vacation property in Costa Rica is very important that she's got that beautiful tropical location. So she does who videos outdoors. It wouldn't make sense to do the minute office so location can help your branding appearance. What you wear, all of that builds into your video brand. So in order to say, you know Okay, great, that all sounds good. I want to have a video brand. How do I create it? How do I build it? And the way I approach it is again, you know, I love my alliteration. Five peas of the five pillars of video branding. So you have a worksheet with you in the audience, and I believe You can also access it as one of the handouts. And this is the reading it from the back the five pillows of video marketing worksheet. Nice, simple one sheet, and it's gonna help us define our brand and our video brand because we're gonna go through purpose. Well, what does the video need to accomplish? What's the purpose of the video? Every video we create, we want to think about that. The premise. Which is really the message, the script, the story, the platform, which is what type or style? Because we've looked at off camera videos and we looked at on camera videos. So there are different styles of video that you can choose. Promotion is how and where you will distribute your video. Um, so we talked a little bit about because you're doing high school portrait. It's that Pinterest is very important because it's so visual and instagram so think about your platforms. And finally, the 5th 1 profit. How can you monetize your video, which we'll talk about in the next section? So let's do a quick exercise and do this together and give the folks at home a chance to define for yourself and I'm gonna ask you guys some of this. So what does your video need to accomplish, Tony? It sounds like you have a pretty good start on on this. So what would you say if you're going to do one of those videos? The purpose of it would be a the A The ultimate goal. Um, are you talking about the ultimate goal being Do I want people to sign up for my Upton or schedule an appointment or a You know, a 15 consult with me. That could be that could be the again, the individual video. So if you're talking about you're welcome video, then perhaps that's the the purpose of that particular video. Anybody else have a video that they're planning to do and one of tell us what the purpose would be? I just want to dio the welcome video for my home page. I think, um, my purpose is to get them topped in to join the community, to build a community. Um, so I think that would best be served and sort of educating them on branding and understanding what that means in understanding how I can help them accomplish those perfect those things so I definitely want to do a home page video and I There's all sorts of videos I'd love to do. I definitely want to do a suit to Siri's of health tips, because I think it relates to again the teenage everybody, really. But the teenage especially cause I don't think that they're the healthiest eaters all the time. And I think when you think of having your picture taken, you want to look your best. You right? So all these things kind of tie in together, So I'd love to do that kind of excellent video series, right? Let's move on to premise then. So the message script a story, and it sounds like a lot of guys want to do welcome videos. So again, the message there is really to, you know, introduce yourself to the viewer who's coming to your website, possibly for the first time. Tell them a little bit about what you do. Anybody want to chime in on that one on premise? Tony really quick. I do on jump in, somebody adjusted share something about the premise and what the video needs to accomplish. This guy said, I want my video to get people to sign up for my email list. Okay, Um, and I actually saw a question that we had earlier with that. Is there any thing in particularly have thoughts about that? Yeah, and that's a good goal to have, because if you get them to sign up for your email list, you can continue the conversation off line and continue to engage them, maybe send them an auto responders series of emails that follows up with them. So that's a great way to go. But I think the thing you have to remember and I think we touched upon this the other day is that you really have to give them an incentive to do that. They have to either really like you or they have to know that they're gonna get something of value that isn't just, you know, another newsletter, another easing. So I would say to that to that viewer, you know, make sure you have a compelling offer and that you do kind of put your brand on personality into it because they can connect with you and say, I want more from that person. Good question, Tony Premise. So putting on the spot here that's OK. What I really want to convince people of is that, um if they really want to get out or they're out of their own way, the head space stuff is not where you can be the most effective. You do need to identify. You know what you're drawn towards. But then you have to do the inner work, work in the dialogue with the subconscious in order to really accelerate that and not have to effort so much. Excellent. Okay, that makes perfect sense. Anybody else premises your message again? Your script, your story, your back story, my would be I would want my listeners. They're my followers to take what I'm saying seriously. And it will be something so simple. Um, I probably one of the first things I would say is, if you do nothing else, do this one thing, you know, for the next week, until my next tip comes out right? So it might be something like for me. I would say Take two tablespoons of chia seed a day. Can you need fat in your diet and you need healthy fat in your diet On dso The word fat is not a bad word. There's a lot of good things about it. So Chia seed being the ultimate fat intake, Just two tablespoons a cheesy. I drink it with water. I just put it at E. I don't want to taste good on Mac and cheese. No, I have to get it down. So I just drink it anyway. Something like that, you know, so that they can follow it throughout the week. Perfect. The next thing we look at them his platform. And that's the style of video that you want to create. And again for a welcome video on your home page. You probably want to be on camera because you want to make that connection. But obviously we've talked about a lot of different platforms, from video scribe to video email Teoh Adobe Voice that we looked at yesterday where you could make those cool videos on the IPad. Does anybody have any ideas on what they might want to do it here? I'm trying to figure out a recently, um, affordable way of turning my logo that this character the monk dude character into a cartoon character with the monk dog and the monk mouse and the student dude and various other characters. So we're working on that sort of story. Last line. So that would be an animated video. Yeah. So in that case, the platform is no animation, and you can whiteboard animation. Excellent. Anything else? You're quite know? The wheels to any I know. Um well, I like the ease on some of the platform opportunities that you presented, so I think that I would probably marry, like, the simplicity of what I need to do based on the message that I'm trying trying toe to use, right. So I might opt for the the easiest platform right in the beginning. Yeah. And again, something like Adobe Voice. It's a great way to kind of dip your toes in the water. You're using your voice. So you are making somewhat of a connection, but you're not going through the whole rigmarole of cameras and shoots and all that kind of stuff. Fourth is promotion or how you will distribute your video and where you want it to be seen. And I'm curious to get dres feedback on that because I know obviously YouTube is is one place, but like for your clients, do you direct them to a certain Pinterest is a great place to, and you can have video on their same thing with Instagram. I think it's for me. It's definitely go where that audience eso for May for branding and and things that are so visually driven. Pin dress is a great source for May. But all the platforms really feature video now. I mean, even Google. Plus, you could obviously watch the you tube inside Google plus, so I think it's most important for the promotion to go where people are going to appreciate and need that information where they're hanging out. I don't like I said. Most of the social platforms are hip to that now and really featuring. But, I mean even Facebook on advertising. You get lower click throughs are you get lower cost per click, but you get higher conversions. Video. Not a lot of people are doing it, but it's that powerful on all of the networks. Excellent. Yes, I think about all the platforms, and you consider the fact that, like Instagram takes video, Pinterest takes video. There's a power point platform called slide share dot net, which is really popular. Um, and it was I almost found it by accident. I was just putting my power point presentations up there with no audio, no video. And, you know, after two or three days, I was getting, like, 1000 views on the power points. So that's a great platform. Drink. I have another tip. Wouldn't Also the other great thing about repurposing a video is using a tool like Jing or any kind of screen capture tool and taking more than just a screenshot for your thumbnail. Take Screenshots and calls to action on those and use those as images to promote your video. Great idea. Do you have the possibilities here? Pretty cool. Ah, and then the final is profit And how you can monetize your video. We're gonna get a lot more into this, but you could start to see No. As we talk about the different platforms and the different messages how you might be able to, you know, turned these videos into something that could lead to, uh, cash questions about that. I know we have a whole section on monetization. Scientists excited for that section. Excellent. All right, from the sea. But go back and see what else we got for you. So that's the five Pillars. And it's really a great way to put your video marketing plan together then the next step. Because all of this, in theory, it sounds awesome. But we're gonna have a pretty slide first. So purpose premise, platform promotion, profit and all of that leads to your strategy. So thank you for your participation. I appreciate it. You guys are fine audience. So the great thing about the five pillars formula is once you have that and you use that as an outline in a frame work, you can develop your overall video marketing strategy. Then what you have to do. And this is kind of where people fall off. It's like, Oh, I did my strategy. Gonna stick it in the drawer? No, we're gonna put that on a calendar. We're gonna make a video editorial calendar and, you know, basically force you to do those videos or at least commit them to paper and say, All right, this is where you take the plan and you actually put it into action. So on a video editorial calendar, which is just a fancy way of saying, when am I gonna do my videos like any other marketing strategy, you'd back it out from the main initiative. Maybe you've got a product launch. Well, maybe you've got a webinar coming up, and in this case, I just is like a sample launch campaign. So for this one, if they were doing a product launch and they were opening the cart or making the product available for sale on January 15th then they back that out and say, Okay, I need to do three launch videos that lead up to that. And those launch videos were going to come on this day in this day and this day, and then I even go so far as to say, Okay, well, we need to be able to schedule that shoot. Then when are we gonna create that video? Um, I wouldn't necessarily advise waiting till the day before to create it, but, uh, but in this calendar, I've kind of put those things in, and then I come over here and I say, Ok, well, this this date, I've got a new video blogged post that I want to do so that I know that on Sunday afternoon I have to create my blawg post that's gonna come out on Monday. But committing these things to paper and putting them on a calendar like this is going to really kind of hold your feet to the fire and really make you think more strategically about it and just figure out, like, Okay, these are the videos I want to do this month. Let me back it out and figure out how I'm going to do that. And I even have, you know. Okay, this is the damage. Write the script for the video launch, Siri's. So I'm gonna kind of clear my counter that day, Do the fighting to the scripting, do the shooting and editing and then start to release the launch videos as we go. Um, and this is all dependent on if the next door neighbor is not moving along that day too. So because that could really mess you up. But again, that's the thing. If you find an opportunity to do it and you say OK, this is the day I'm sticking the flag in the ground and I'm doing it. Then you can do it. It also helps to have an accountability partner who's gonna, um, make sure that you actually do it

Class Description

Video can bring your business to life. When you produce a video to market your business, you can connect more deeply with your audience. Join video marketing expert Lou Bortone for a course that will cover everything you need to know about using video to grow your business.

In this course, you’ll learn the basics of easy, seamless video production, and how to create video that’s reflects your brand and resonates with your audience without requiring advanced gear. You’ll also learn the most effective ways to distribute and share videos online and how to convert views into customers and fans.

Join us for a comprehensive workshop on marketing your business by creating video that is compelling, distinctive, and profitable. 

Class Materials

bonus material with purchase

Lou Bortone - 10 YouTube Hacks CL.pdf

Lou Bortone - 5 Pillars Worksheet.pdf

Lou Bortone - Engage Prospect and Create Raving Fans.pdf

Lou Bortone - Leverage Ladder Worksheet.pdf

Lou Bortone - Video Content Planner.pdf

Lou Bortone - Video Marketing Rules.pdf

Lou Bortone - YouTube Booster Effect.pdf

Lou Bortone - YouTube

Lou Bortone - YouTube Tour.pdf

Teaching and Presenting Handbook 2nd Edition.pdf

bonus material with purchase

Lou Bortone - 10 Places to Post Your Video.pdf

Lou Bortone - 10 types of Videos.pdf

Lou Bortone - Lous Video Tools and Resources.pdf

Lou Bortone - Video Script Template.pdf

Lou Bortone - Video Vision Worksheet.pdf

Lou Bortone - Syllabus.pdf

Ratings and Reviews

Student Work

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a Creativelive Student

One of the best video marketing courses! Lou presented a comprehensive overview of the best and latest technologies that make video more accessible and doable - for beginners and advanced users. The course is filled with terrific resources and how-to guides that save hours of searching on your own. I watched the live broadcast and purchased the course for ongoing reference. Lou's expertise and years of experience really make this course an amazing value. It's well organized, fun and includes fantastic guest speakers. Thanks CL and Lou!

a Creativelive Student

This was a really great course. I am definitely going to apply what I learned. It was so much information that it will literally take me months to apply it all, but building a business is a long game. I loved how Lou mixed high level strategy with the specifics of how to use key tools and recommended a variety of useful resources. This course was very practical. I've already started applying it and have a basic blueprint for my way forward that I will flesh out as I make more progress. I definitely know I'm going to add a lot of success to my business through what I learned in this course.

a Creativelive Student

Hi Lou, I bought the replay up sell so that I could listen and watch when it fit my schedule. So far I've watched the first 3 videos. It's great and I'm so glad you put all this together. The handouts and bonuses are useful, too. It's obvious you are a master at video and I'm happy to learn from you.