Using Video for Your Brand

Using Video for Your Brand | Lemon and the Sea: Use video to teach and make personal connections online.

As an introvert, I normally shy away from being on video (or camera), but over time I've come to realize that video is an important tool for connecting with my audience. Because I work in an online space, I don't meet most of my clients in person, but I still want to have a face-to-face connection with them, which is why I make it a priority to talk to all of my clients at least once via Skype.

In addition to client calls, video can play other roles in running an online business as well, especially with marketing.

Types of Videos

You can use video in almost endless ways in your business, but there are some that are more common than others.

  • About Video: These are short, one-minute videos that highlight what you do and who you help. They are all about showing you in your space so that people can get a glimpse behind-the-scenes before deciding to work with you.
  • Behind-the-Scenes Video: You can create a behind-the-scenes video about almost anything from a launch to just you at work. These work especially well for businesses that don't have as much contact with their clients during the work process, like florists.
  • Instructional Video: Instructional videos can range from a brief tutorial to a full-blown webinar or workshop. The point is that you're sharing your knowledge with people in a way that's easy for them to consume.
  • Event or Service Video: If you have a big event for special service, a video highlighting that can go a long way in your marketing. The video should focus on what's included as well as the client experience.

Create Your Video

When creating a video for your business, you have two options. You can either do it yourself or hire an videographer to help you. Instructional videos usually work well as DIY projects, but I recommend hiring someone to help you with the other types of videos because they will be longer lasting and you can be more involved in the actual video than the filming.

Either way, you need to make sure that your video fits with your overall brand and that you have an idea of what you want the video to look and feel like.

  • Find Inspiration: Look at other videos for inspiration about what you like and don't like. Many creative entrepreneurs now have videos on their websites that you can look at or you can check out what brand videographers are creating. You want to get a good idea of the type of video you want and how you want it to feel to your audience. For example, I don't like videos About videos where the person is sitting talking to the camera - it feels fake to me.
  • Stay True to Yourself: Even though you want your video to be well-produced, you still want it to be authentic. This is especially important when considering where to film and what you'll wear. Don't film an About video of you hiking if you never hike. Generally, stick to your normal routine and just fancy it up a bit.
  • Find Your Message: While you don't have to talk during some video types, you may want to have a voice-over. If this is the case, you need to write out a script that gets your larger message across quickly and in your own voice. Write out what you want to say, rehearse it a few times so it sounds natural, and ask for feedback to make sure it's true to you.
  • Get Comfortable: Being in a video can be weird at first, so try to get comfortable. Talk to your videographer in advance so you know them. And don't be afraid to mess up - you can always edit the video later.
  • Use Your Video: Unless you're creating an Instruction video, finding ways to use your new video can be difficult. Start by sharing on social media and finding a place on your website to highlight your video content based on the type of video - About videos on your About page, Service videos with the service you're highlighting.

Video is a great way for online entrepreneurs to make personal connections without having to meet someone in person and work well to highlight what you do and who you help in a way that's beautiful and stands out from the sea of written text.

What type of video are you going to create?

Check out my new About video and let me know what types of videos you want to use in your business.


Lemon and the Sea is a branding and website design company located in Richmond, VA. I specialize in making the branding process personal. I work with creatives who enjoy being involved in every step of the process to help them update their brand and website so that it better reflects who they are and what they do.  From logo and collateral design to Squarespace websites, I work closely with small businesses to help them dig into their what makes them unique, share their vision, and build a brand that represents them.