If you haven’t experienced a great brand anthem, now’s the time.

It will help in our discussion of what makes a GREAT brand anthem and why your brand needs one. Check out this anthem for UPS, it gets straight to the point. Using male and female voice-over talent for the narrative is a clever way to express inclusion.

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Whoa! Let’s go conquer the world!

That’s the number one goal of a brand anthem video – to stir emotion and a deeper connection with a brand than talking product/service features/benefits can. To do this, you need to know, at your core, what your brand stands for. What is your why? Who are you? You may have noticed that UPS doesn’t mention what they do, ship packages, or how they do it, through technologically advanced logistic services. They talk about WHY they do all of this – to empower businesses, inventors, entrepreneurs, and creators. They are problem solvers. They are here to help. Isn’t that much more inspiring than talking about how many trucks they have on the road or logistical data about on-time-delivery percentages?

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Other Examples We Admire

NatGeo "Go Further" - A brand story says nothing about what the brand sells, but everything about what the brand stands for and why it exists. Here is a great one from National Geographic. This one integrates motion graphic title overlays with live-action footage.

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Mercedes #Growup - This anthem from Mercedes is a very personal and highly emotional piece dealing with the complexity of growing up and the benchmarks of adulthood. Great combination of narration, titles, cinematography, editorial, and sound. Great piece. Not traditional.

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Sealy Brand Anthem - A transparent look at what makes Sealy so important as a brand. A journey through the manufacturing of their product and an introduction to the people behind the hard work. Trust. That's the message.

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Why does your brand need an anthem?

• To bring your story to life
• Clarification of your brand values a purpose... (with customers and partners and with employees, because they are an extension of your brand)
• To empathize with customers
• To build trust

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What makes a great brand anthem?

• Authenticity. Your story doesn’t have to be fancy, it just needs to be true to who you are.
• Focus on who you are, not what you sell.
• Emotional connection, whether that’s amazement, optimism, surprise, joy, etc
• A single point-of-view.
• Brevity. It’s best to keep these under 2 minutes.
• Inspiring music. Music can be expensive, but it sets the tone and can push a brand anthem from good to great.

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Frequently Asked Questions About Brand Anthems

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Who is a brand video for?

It’s not just consumers or clients. Your brand anthem can be used to bring clarity around purpose and values for investors, potential partners, and employees—both current and future. Employees, especially, are an extension of your brand – you need them inspired and focused.

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What’s the shelf life?

Because it represents your brand at a high level, it should be relevant for several years.

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What’s the difference between a brand anthem and a commercial?

Commercial is defined as: a television or radio advertisement; making or intended to make a profit. An anthem is defined as: rousing, reverential, sometimes even revolutionary, an anthem is a song that represents the ideals of a group of people. In other words, a commercial sells. A brand anthem inspires and connects.

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Where do brand videos live?

On your website, on YouTube, on Vimeo, at events, in recruiting and onboarding materials, in your workspace. Essentially, everywhere.

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How much does it cost to make one?

How much does a car cost? The price varies widely depending on the make, model, and accessories. The same is true of brand videos. It’s an important piece of your branding are marketing – consider the value it brings to your company. And remember, because they have a long shelf life and many applications, it’s smart to make the investment at the outset. Hit us up at contentstudio@tattooprojects.com and we’d be glad to discuss ballparks and details.

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