I'd say there are probably three or four areas where video is going to give you more positioning power than text or images on your website or campaigns which you might run on social media.
Audience ChimeThe first is audiences, and when you make a video you are really making it directly for that audience. So some effort and thought needs to go into chiming with their expectations, their prejudices, the way they see the world. With a good video team, you're always going to get a good connection between the audience and your video piece.
Illustrating Brand ValuesThe second area is brand values and I wish I had a pound for every time I heard a brand value which was integrity or passion. I'm not saying these things are not lived, they often are lived, they're often very genuine, but they tend not to be very distinguishing values. If everyone is high integrity and if everyone has passion then everyone looks the same. So the trick with the brand value is although you need to make it essentially about yourself and revealing something of you, you also need to have a distinctiveness about it, and that goes into the video planning of any good project.
Visualising the PropositionThe third area is the proposition, and a proposition which is correctly visualised or dramatised really comes to life, far more than words, far more than a photograph or illustration. If you can tell a story and dramatise the value of what you bring to your audience or to your market, you've got a really good chance of really strongly positioning yourself.
Competitive DifferentiationAnd finally, competitors. A competitive positioning, one which looks at the market positions of your competitors and finds a spot which is distinct from them is a very strong way of demonstrating a difference, and video is very good for doing that. How do you do it and how do you find the gap?
Actually many people find that to be a big challenge but actually, it's very, very simple. The characters, personalities in your business, the look of the interior of your offices, the exterior of your offices, the kinds of clients that you've got, the beliefs that you have as a team, these are all highly unique and they're very easy to portray with video. They're actually much harder to describe or put across in text and photography because they appear to be claims, whereas video can in fact actually just simply demonstrate it.
And conveying your story in a dramatic or engaging way is ultimately the goal of positioning. It's to get people to not just watch it but to understand it and follow it and remember it. Most marketers report that this is in fact what happens when you use video.