Stand for Something: Create a Polarizing Brand Message With Video
Be polarizing in your company’s brand message with your video marketing.
Why? Polarizing takes get more attention. Even bad attention, heaped on you because of an unpopular opinion, is good because it helps you get exposure. Just be passionate about it.
Take a polarizing position with your brand message and tell people where you stand. It’s dangerous, right? Some people might not like you for your position or stance on an issue. That might cost you some friends. And if you’re a company, it might cost you some business.
What Does a 'Polarizing Brand Message' Look Like?
Think about a company like Nike. Nike courts controversy. Yes, they put out a product, love it or hate it, but they also stand for something. They stand for a cause. They made Colin Kaepernick a spokesman. That garnered a lot of controversy. But what came with the controversy? A lot of views, a lot of free press.
Look at Patagonia’s brand message. Patagonia has taken a brand-wide anti-capitalist stance against an age-old hot button issue, climate change, and dangerous fast fashion practices. They discourage you from throwing away old gear. Instead, they take your old, worn-out gear and repair it so that it can continue to be used for years to come. They’ve also invested millions in researching new types of durable, green, and biodegradable fabrics. Patagonia is truly a dirtbag company, built for the dirtbag mentality. Patagon
You can do the same thing with your brand message at different levels. Here’s why it works – it’s not just an obvious thing.
Let’s take a look at this. So here on the board, I put the old x, y-axis up. If we go one to five, this is whether people love your brand message or hate your brand message and don’t like you. And this is how many, Or this is the level of like this is the level of how many,
A lot of brands don’t go there. They play it safe, go “middle of the road.” Thinking, “We’re not going to get anyone to love us, but nobody’s going to hate us. So we stick to the middle of the road.” But guess what happens? Nobody’s going to talk about you. You’re not going to get free press. You’re not going to get mentioned.
Your search traffic is going to go down, and you’re going to lose traffic. And if you lose traffic, you’re not growing. Meanwhile, your competitors are doing everything they can with their brand message and video marketing to get traffic.
The Secret to Being Polarizing With Your Brand Message
The way to do this is to put messages out. If your brand can stand it, take a stance in whatever you truly believe in. It doesn’t have to be politics or religion or anything like that, but if you really care about video marketing and storytelling, put yourself out there.
Some people will love it, some people will hate it, but you’ll stay out of the middle of the road. The folks that love you are going to like and share and comment and share your views. The people who don’t like you are also going to do the same thing.
When you’re polarizing, you take a position and a stance that gets more noticed than anything in the middle of the road.
And that’s what Nike and a lot of brands are doing with their brand message and their video marketing. That’s how you win.
One thing to consider: You better believe in what you’re saying and stand by it. It might be controversial in your industry, so make sure it isn’t something that you don’t believe in.
Let Rip Media Group help you perfect your message and help you hone in on what you believe in. Contact us today.