How to Create a Visual Strategy for your Startup

How to Create a Visual Strategy for your Startup

For a long time, text was considered an effective means of communicating with potential and current customers. But with platforms like Indiegogo and Kickstarter, we now know that video is a far more successful way to connect with people. Being able to effectively tell your story through video is an important part of your startup marketing strategy.

Nausheen I. Chen, PR and Marketing Specialist and Filmmaker, discusses how to formulate your brand story and create an impactful visual strategy.

Why use video to sell your story?

1.  Businesses that used video grew revenue 49% faster than those that didn’t. 

2.  Audiences retain 95% more brand messaging through video than text ads. 

3.  64% of consumers are more likely to purchase after watching a branded video.


Where do you start?

To begin your visual strategy, you must answer two key questions: 

1. What do you want to say? This will determine your core messaging priorities (Brand Message). 

2. How do you want to visualize it? This will determine how you want to showcase your Brand Message.

Brand Messaging: What is it and how do you show it?

Your brand is made up of the following characteristics:

  • Personality
  • Attributes
  • Benefits
  • Positioning
  • Value
  • Vision

By understanding these aspects of your brand, you can develop different brand messages. 

To showcase your Brand Message through video, it is important to follow these steps:

  • ALWAYS listen to your audience. Generate insights by identifying their habits, pain points, and interests.
  • Create your video objective by combining your audience insights and your Brand Message.
  • Choose your video format, style and tone. Understand what type of video serves your objectives best.

Developing sales through video.

There are many different types of videos that can be used in your marketing strategy, depending on where you are in the sales funnel:

1. Awareness Stage: explainer videos, educational videos, Vlogs, and brand videos

2. Interest & Consideration Stages: Product Promo videos, Tutorial/Demo videos,  and Webinar/Live Streams

3. Intent & Evaluation Stages: Customer Testimonials, Company Culture/Behind-the-Scenes videos


Understanding the video production lifecycle

1. Script
2. Style
3. Storyboard
4. Voice Over
5. Production
6. Music and Sound FX


Remember, it takes more than one video to build your community and your brand. A solid understanding of where you are in the sales funnel will be key to creating an effective visual strategy for your startup. 

To view photos of the event, click here.

About The Speaker

Nausheen Ishtiaq-Chen

Nausheen Ishtiaq-Chen

PR & Marketing Specialist and Filmmaker, Zen & Zany Films

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