Details Matter: Brand Identity & What It Has To Do With Your Video Strategy

So we changed our Instagram bio last week. I’m sure you all noticed immediately and have had many questions about it since…  Okay, I’m kidding. I’m sure approximately .5% of you noticed, and were probably left with no questions. BUT, I hope you understand by the end of this post why it’s worth writing about 🙂

OLD IG BIO: A #femalefilmmaker passionate about craft beer, dogs and telling real stories that connect people. 🎥🐶🍺

NEW IG BIO: A #feministfilmmaker empowering other badass women to grow their world-changing businesses using video 🎥🐶🍺😊

First of all, the new one is likely not a finished product. Nor should it ever be. But here’s why the change is important, and what it can teach you about brand identity and how it relates to your video strategy (or marketing strategy more generally).

When we work with our clients on brand films the first thing we talk about in their kickoff meeting is who they are and who they’re trying to reach. We like our clients to be as detailed as they can be about both of these so that we’re crystal clear on the kind of film they want and need.

First we discuss them; their product/service, its value proposition, and most importantly what their company/business stands for. Next is getting as specific as possible with their AUDIENCE. Who is your target market/ideal client? And we push folks to be really specific. Do you know their age range? Their gender? Where they live? What they like to do in their spare time? Their general income level? It can even be helpful to create an avatar, with a name, that represents who you want to work with/sell to. The more you know them, the easier it is to create marketing for them.

One thing that helped me was looking back at 2019 and naming four past clients we most enjoyed working with. The projects or the people that sparked us creatively, fulfilled us personally, and generally brought us a whole lot of joy. Once I had that list, what do they all have in common? Once I did this I discovered they were all women, they were all creating products/services that would make the world a better place, and they were all building profitable, scalable businesses. And not only did I love working with them, but I also genuinely believe that video (and video made by us more specifically) can help amplify their message, reach more people and help them be more successful.

YET, despite knowing how to do this with our clients, and having spent a lot of time thinking about our ideal clients, when I headed down to Miami a couple weeks ago for a workshop, I was shocked by what a little outside perspective did for my own brand identity. We were asked to introduce ourselves and our businesses, and it was interesting to hear what the facilitator (Diana Castro of ForProductions) reflected back to me after my turn. I gave an overview of our business and she gave me these four words (well, six words really): Rebellious Spirit. Competitive. Feminist.  Empower Others.

Nowhere in our current marketing do we use any of these words, but when she said them I finally felt truly seen. And so grateful to have someone from the outside, someone not entrenched in our daily client work, look at the business from a different perspective.

We then dug in deeper to figure out how we articulate our identity to our clients, and this is where I generated a new one sentence description of our brand identity: A #feminist #femalefilmmaker empowering other badass women entrepreneurs to share their great, world changing ideas using video. 

It felt scary because it’s specific. And while I genuinely believe specific is good for marketing (you have to know who you’re talking to) it is also a scary concept for pretty much every entrepreneur I know because it has the potential to be limiting. Will it make people feel excluded, and like we’re not for them? Will it turn off some potential clients and drive them away? Will we lose business? Will we be able to pay our bills???

But I decided to put it to our ideal client test- if they read our new IG profile, would they feel more connected to us, or less? If an ideal client stumbled upon our IG for the first time, would this make them more apt to follow us, or less? Who would it make less apt to follow us? Is this a good or bad thing?

So while this small 104 character change might not seem like a big deal to you, it means everything to us. It lives as a barometer for all the content we put on our IG, a measuring stick and a reminder of who we’re creating for, and what is most helpful in empowering them to use video to grow their businesses. So let this be our little push to take your IG bio just as seriously 😉