Have you noticed anything different about our website? After many hours of debate, deliberation and design, Exponential Training customer turned supplier Seed Creativity has created a short, snappy and fun animated explainer video.
Promotional Video or Brand Development?
Is there a difference between promotions, marketing and branding? Of course they overlap, but for me the starting point is the brand. Branding is one of the most important aspects for any business. A strong brand strategy gives you the edge over competitors. Therefore before embarking on any promotional and marketing strategy I always start by asking three questions:
- What exactly does branding mean to our company?
- What exactly do we stand for?
- What is our brand?
I believe our brand is our promise to our customers. It should let prospects, customers and others know what they can expect from us and helps us to differentiate ourselves from competitors. Our brand comes from who we are, who we want to be and who people perceive us to be. It comes from our organisation's values and beliefs.
At the heart of our brand is our name and logo, Exponential Training. Exponential means "very fast, increasingly rapid" and relating to an exponent… an exponent being "someone who is an advocate of a cause, a person who explains or is a performer". We work hard on designing these features and characteristics into our systems, processes and service delivery, but how do you convey that message to the market place?
The mechanics of presenting our brand regularly and consistently through the use of websites, social media, blogs, networking, promotional campaigns, delivering high quality service is straightforward. The challenge for me was how to capture, describe and present the Exponential Training brand. To answer this question, I turned to Seed Creativity.
Originally customers and students of Exponential Training, Seed Creativity Directors Jonny Prest and Dan Lamoon began working with Exponential Training to help us achieve this. The process of developing a concept, drafting a script, storyboarding ideas and then transforming this into a 100 second explainer video was a powerful and challenging experience. My team and I really had to think long and hard about the Exponential Training brand, how to describe and capture it.
Online/ Distance Learning Qualifications
The purpose of the video is to engage and inform potential customers/ students and to reinforce the Exponential Training brand and unique selling point (USP), whilst capturing our approach to delivering online/ distance learning qualifications to both individuals and organisations.
Part of the design process involved us reaching out to current and past customers in order to further understand their motives and experiences. We wanted to ensure the video would be an accurate representation of the service they had received and the benefits they perceived of working with Exponential Training.
"I think the message is good and absolutely congruent with my experience with Exponential Training."
Now that the animated explainer video is complete we are delighted to share the fruits of our labour with you: