Why Authenticity Always Beats Direct Promotion

You’ve probably run into the “used car salesmen” of every industry.

People that display no higher motive than to simply make you buy what they’re selling.

These types of salesmen aren’t necessarily bad people or scam artists, but they’re missing the most important part of what makes a successful sale and excited customer… their emotional resonance with what they buy. Or, to be less dramatic, the identity someone associates with buying that thing.

What community do people feel like they’re a part of by agreeing with your ideas, buying your product, or working with you? They can only gauge this when you make your unique values and stances abundantly clear in your branding, and you can probably guess what I’m going to say next… video is an incredible way to do exactly that.

Two household name companies that do this exceptionally well are Apple and Patagonia.

Apple makes it clear that they build products for people who care about innovation, simplicity, and connection with others.

Patagonia makes it clear that their audience is full of people who value adventure, nature, and sustainability.

Both Apple and Patagonia use video to make sure people feel these values, instead of just know them.

From the classic iPod commercials with the colorful dancing silhouettes, to their “Shot on iPhone” commercials, to the new vision pro headset unveiling video, they all expertly draw back to Apple’s main values. All of their advertising or product videos point back to the innovative tech they’re pioneering, how simple it is to use, and how it connects you with others.

Patagonia consistently releases short documentaries on their YouTube channel that cover stories of how their products integrate into the lives of people who use them, people who value outdoor adventure and saving the planet.

These videos, whether it be subtle or obvious, shows a wide audience what type of person buys products from that brand, and lets them decide if they are that type of person.

So how can you do the same? Use video less like a late night infomercial and more like some of the most loved brands in the world?

Find Inspiration

The first step to doing this successfully is to find companies that are already doing it well. Brands and organizations that are already branded exceptionally well on their strong values, or the ones that put out great commercials, social media content, etc. Whether they’re massive companies like the ones I mentioned, or other businesses that are at a similar level to you, either works.

Look closely at why you resonate with them, why you think of them more highly than their competitors, and why you’re proud to use their products or recommend them to your friends.

Find Your Unique Values

You may have these core brand values readily front of mind as you read this newsletter. But, if you’re having some difficulty putting them into perspective, it’s actually incredibly easy to clarify them.

Simply think back to the main reasons you or the founder started the company, what larger problem is being solved, and why it’s so important. You don’t need to get super specific, or have a list of ten complex ideas and problems you’re working towards solving. But rather, the main, overarching issue that your work is simply a drop in the bucket for, will be what resonates with the most people.

Integrate Immediately

Whether you’re already producing video content or not, you can begin integrating these ideas into your brand in subtle, simple ways right now. Revising the copy on your website, sending out a unique newsletter, or a post on social media that covers these larger brand principles that many people can resonate with.

Eventually, integrating these ideas into video content will make that resonance exponentially more effective. The influence that visual storytelling has, combined with strong and authentic brand principles is incredibly powerful.

If you’re interested in what possibilities there are for taking advantage of this deadly combination, you can always book a free strategy call with me on the Captivision website to discuss your best options.

Click the YouTube button below to watch my most recent video discussing this topic more in-depth.

Have a great week,

James