Canadian Contractor

Use the power of motion pictures to build your brand community

"Whether good or bad, if your brand isn’t communicating its story through motion pictures, there’s a good chance nobody’s talking about you at all"

Print this page

July 16, 2019 by canadiancontractor

People love and hate movies. When they love them, they’ll go out of their way to recommend them to everyone they know. Conversely, if they hate a movie, they’ll do the exact opposite. In either case – they’re talking about the movie, right?

Whether good or bad, if your brand isn’t communicating its story through motion pictures, there’s a good chance nobody’s talking about you at all. If you haven’t introduced video into your company’s content strategy, you’re failing your brand. Producing videos shouldn’t be considered an “option.” They’re essential tools that will bring your brand to life and build trust among your clientele – and let’s face it; trust in the contracting and home renovation sector isn’t necessarily sky-high. All it takes is one customer getting screwed over to ruin it for everybody else.

So how can you harness the power of video to improve credibility and build trust among homeowners?

Social Media

On social media, video is the best performing type of content, generating close to 60% more engagement than static posts. But wait… there’s more! By the end of this year, 80% of all global internet consumption will be video content. So if you haven’t already, come join us in the 21st century, won’t you? And if you’re dipping your toe trepidatiously into the video pool, our suggestion would be to dive in head-first.

The reason why video content is so appealing and so ubiquitously available to people is because it’s fundamentally the most immersive content form – and art form – human beings have created. Motion pictures create emotion in your audience. And as humans, your customers make decisions based first on emotion.

Using social media to show what goes on behind-the-scenes in your renovations or new home builds is a great way to build trust and humanize your company. It’s much easier for us as humans to relate and feel connected to a personality rather than a logo or corporate mission statement, so film a work-in-progress or before/after video to show your authenticity.

 How It’s Made Matters

Can you get away with doing a low budget video? Sure. But your story better be so awesome, the production values won’t matter. That being said, if the story is so good, the production values should match it, not impede it.

It’s best to set your sights higher and deliver an experience to your audience they won’t forget. That’s why ambitious companies invest in “brand films” or “motion pictures.” It sounds lofty, because it’s meant to.

Take Volkswagen’s brand film, Once Again, The Story of Vin 903847. Following the iconic Volkswagen beetle on a worldwide journey across multiple countries and owners, this “documentary” had no intention of “selling” a VW Beetle. Its main purpose was to evoke a nostalgic emotion – especially among drivers who’ve owned a special car and still felt a strong attachment to it. Do you remember your first car? Sure, it may have been a piece of shit, but it undoubtedly holds a dear place in your heart.

“We feel that (the film) really speaks to our fans, not only reinforcing the emotional connection so many people have to the brand, but celebrating the truly remarkable stories that so many of our owners have. It is not so much about a single car, although this Beetle is remarkable, it is more about how one car connects so many different people and their experiences, proving itself as The People’s Car,” – Volkswagen Brand Marketing manager, Lynne Piette.

That’s memorable. That’s good marketing. And that’s what your company should strive for.
While you’re at it, remove the term, “corporate video” from your lexicon altogether. From now on, create “brand stories” using motion pictures that engage and compel your audience to remember and share them – because sharing indicates trust, and trust means more business.

The most impactful video content focuses on an over-arching narrative that your brand lives by every day. By connecting with customers on an emotional level, you invite them into your brand’s community – or, more aptly, your brand’s ecosystem.

Continue to nurture and develop that community with provocative, memorable content and your reward will be life-long allegiance.

Connor McKay

Connor is a Social Media & Content Marketing Specialist at Blade Creative Branding.



Canadian Contractor is the independent voice of residential renovators and home builders everywhere in Canada.
All posts by

Print this page


Have your say:

Your email address will not be published. Required fields are marked *


This site uses Akismet to reduce spam. Learn how your comment data is processed.