#Anthem definition how to#
#Anthem definition free#

You instead want to create a platform where a story unfolds, one that your purpose helps end happily ever after. But your brand anthem video is not the place to share them. Sure, your products and services come with immense benefits and features. A clear and concise message is often the most captivating. Don’t go off on tangents or overload your video with needless info. Keep your central message in mind and make sure every element in your video supports it.

You don’t have to say a lot to have a lot of impact. Skip facts and figures for a focus on feelings. Make potential customers eager to learn more about your business. You want to create a video that makes viewers say, “Wow.” Leave existing customers with a strong sense of pride for being associated with your brand. Regardless of the particular style or specific message, all the exceptional ones have a number of elements in common. Key Elements of an Effective Brand Anthem Videoīrand anthem videos can vary wildly, from the highly sensational to the straightforward and down-to-earth. Is there a particular tagline, purpose or mission statement that sums up your company? Identify it. Think: “Life insurance is love insurance.” But once you have loads of notes and thoughts compiled, it’s essential to boil it all down to a singular, unified message.

#Anthem definition free#

What is the driving force behind your existence?įeel free to write down everything that comes to mind, as companies can be complex entities.You instead want to brainstorm about your brand identity. And no, making money is not going to fly as the basis behind an effective brand anthem. Your first step is to really sit down and think about why your company exists in the first place. Just as Rome wasn’t built in a day, neither is a brand anthem.

#Anthem definition how to#

Now that you know what a brand anthem is and why it’s important for every company to have one, you may be wondering how to create one. Internally, a brand anthem can unite employees behind a specific purpose while increasing enthusiasm and drive. Strengthen bonds with existing customers, resulting in increased customer loyalty and enthusiastic brand advocatesĪnd those are just the benefits outside your organization.Create new customers, as emotion is the bigger driving force behind purchasing decisions than logic or rational thinking (even though people like to think they make purchasing decisions based on logic).Gain more attention, for both your company and your content people particularly love sharing videos that leave them feeling warm, fuzzy, empowered, and altogether good.Make your brand more memorable, with people remembering things that stirred up emotion much more easily than they remember a lineup of statistics or facts.One of the most obvious effects of a well-crafted brand anthem is its ability to make an emotional connection with the audience. Or, as the company so sweetly sums it up: “Life insurance is love insurance.” What a Brand Anthem Does And why should you buy life insurance? Because you’re sharing the love with someone you care for. It’s all about the purpose behind the company’s product, the why. That’s because the video is not about the product or the company. But we don’t even get a hint of the product or company behind the video until a good 45 seconds into the clip. This particular video is only 1 minute and 22 seconds long. One of the best ways to get the gist of a brand anthem video is to see one in action, like this example from my web video narration library. And if you can open that heart to your audience, your brand anthem will be one powerful declaration indeed. The why gets to the heart of a company’s passion and purpose. Unlike the explainer video that talks about the how, or straight-up commercials that tell you all about the what, brand anthem videos focus on the why. The ones with the biggest impact are showing up as brand anthem videos. While you may immediately think of a song when you hear the word anthem, you won’t find any brand anthems blaring over loudspeakers at a baseball game. It proclaims who you are, what you stand for and-perhaps most importantly- why you exist. Brand Anthem ExplainedĪ brand anthem is a declaration of what your brand is all about. Whether you’re familiar with the concept or just learning about it now, brand anthems remain a timeless way to bare and share your company’s soul. Also known as brand manifestos, brand anthems have been around for years.

A brand anthem, when done right, can do exactly the same.īrand anthems are one of the hottest things in marketing right about now, although they’re not necessarily the newest thing. What do powerful songs, movies and really good books have in common? They stir up enough emotion for you to remember them forever (or at least a really long time).