I was recently on-set with a client of mine, CK Power.

We’ve worked with them for years. Their Learning Center is filled with educational articles, case studies and guides.

But this shoot was the first time we’d experimented with video for CK  Power.

See, they wanted a way to showcase their brand. And we’ve experienced the CK brand first-hand.

We’ve interviewed power system engineers, product specialists, safety managers, service and parts specialists and so on and have heard them talk about what being a part of the CK Power family is like.

We’ve felt it as we’re welcomed into the building.

We’ve heard it as we walk the halls.

We experience it in the smallest and simplest interactions of an email.

While CK Power products supply millions of kilowatts to hospitals, businesses and job sites, the true power of their company is in their people and their loyal customers.

They wanted to tell that story — and video, not writing, was the best way to tell it. Our goal during filming was to capture it.

We recently got to sit down with some of the leadership and team members on camera. This was the result:

The CK Family: Every Customer, Every Employee

I was completely blown away by the conversations I heard during the shoot. It wasn’t that I was necessarily surprised by WHAT they were saying but HOW it was being said. I knew we had something here that we hadn’t gotten to create for CK Power in the past.

We had the leadership team talking on camera about their core values, the relationship with their employees and customers. Getting that on camera was more powerful to showcase their brand than written content could do in this instance.

Now let’s reflect on the video that you just watched.

  • What did you learn about CK Power in those short three-and-a-half minutes?
  • What emotions did you feel?
  • Would you want to do business with them?
  • Would you want to work for a company like CK Power?
  • What did the video format convey that may not have been communicated otherwise?

Think about how you personally are consuming information on your favorite brands.

Maybe you’re a fan of Filson and their “unfailing goods.”

Think about those same questions I asked earlier:

  • What did you learn about Filson?
  • What emotions did you feel?
  • Would you want to do business with them?
  • Would you want to work for a company like Filson?
  • What did the video format convey that may not have been communicated otherwise?

Video can do a better job at conveying your brand’s story than written content can in some instances. I’m not knocking it down by any means. Written content will always be powerful in delivering emotional content.

But video can do a few things better.

When telling a brand story through video, you get:

Nonverbal communication and body language.

Have you ever seen someone’s eyes light up as they talk about something they’re passionate about? Or maybe you get a better sense of what they’re saying through the inflections in their voice?

Think about all the forms of nonverbal communication:

  • Facial expressions
  • Gestures
  • Eye contact
  • Voice

More personal, face-to-face interviews.

Think back to the CK Power video I shared above. We got to interview the leadership team as a group and then individual, one-on-ones. When you watch the interviews, it feels like each person is speaking with just you. It’s like having a one-on-one conversation.

That video allows you to scale that one-on-one experience.

No matter how many people watch this video — hundreds, thousands? — each person will feel like they’re talking one-on-one. And all he had to do was devote one day of his time.

Trust and authenticity.

Video content can humanize your brand. It’s a reminder that there are real people behind the company. Think about all of the really cool, interesting people who work at your company. Now think about what it would look like to get those people on camera talking about your brand. Your people can speak to your brand.

People’s attention.

People are busy. And let’s be honest, we have short attention spans. Video is easy to consume and share.

But this is also respectful of your subject matter expert’s time. Book one day of interviews and bank a whole year’s worth of content for your brand.

One of the things I hear most often from my client is the importance of the relationship. Video is about building relationships. It’s about creating an emotional connection with your audience.

Who speaks most passionately about your brand? It’s likely your team. So why not capture that on camera?

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