First Comes the Story, Then Comes the Funding.

Solving the Chicken-Egg Dilemma of Video and capital raising

Organisations with a purpose at their core often find themselves at a crossroads when it comes to securing funding. The quest for grants is a pivotal aspect of sustaining and expanding their mission-driven endeavours. Herein lies a paradox reminiscent of the age-old chicken and egg scenario: the need for a compelling brand story video to win grants versus the notion of needing a grant to afford a quality well-told brand story video.  I’m going to discuss why investing in a brand story video is not just beneficial but essential for organisations seeking grant funding.

The Magnetic Pull of Storytelling

Humans are innately drawn to stories. They are how we understand the world, build connections, and inspire action. A well-crafted brand story video serves as a bridge between your organisation's mission and the hearts and minds of funding bodies. By investing in storytelling through video, you create a compelling narrative that goes beyond numbers and written proposals, touching the emotional chords of those who hold the keys to the grants you seek.

1. Visualisation of Impact

A brand story video does more than tell; it shows. It brings to life the impact of your work, the communities you serve, and the transformation that occurs because of your efforts. This visualisation makes your organisation's achievements tangible to grantors, enabling them to see the direct benefits of their support, thereby significantly increasing the likelihood of funding approval.

2. Demonstration of Values and Mission

Video storytelling allows for a nuanced portrayal of your organisation's values, mission, and ethos. It offers a dynamic platform to express the why behind your work, delving into the motivations, challenges, and successes that define your journey. This authenticity fosters a deeper connection with funding bodies, distinguishing your application in a sea of text-based proposals.

3. Enhanced Engagement and Retention

Videos captivate audiences more effectively than any other medium. They have the power to engage viewers, retain their attention, and leave a lasting impression. A compelling brand story video ensures your organisation's message is not only heard but remembered, making your grant application stand out.

4. Shareability and Reach

The reach of video content today is unparalleled. A brand story video can transcend the confines of a grant application, serving as a versatile tool in your organisation's marketing arsenal. It can be shared across social media platforms, embedded in emails, and featured on your website, increasing visibility and support beyond the grantors, thus indirectly strengthening your case for funding.

Addressing the Chicken and Egg Conflict

The dilemma of needing a grant to afford a video versus needing a video to secure a grant can be daunting. However, consider the investment in a brand story video as part of your foundational grant strategy. Start with the following steps:

• Budget Allocation: Dedicate a portion of existing resources to create a modest but powerful video. This initial investment can be the catalyst for securing larger grants.

• Leverage Partnerships: Collaborate with local filmmakers or media students who may be willing to work at reduced rates or in-kind for the opportunity to contribute to a meaningful project.

• Utilize Grants for Marketing: Some grants are specifically designed for marketing and storytelling efforts. Securing such a grant can fund your video project and set the stage for subsequent applications.

The Power of Prioritisation

In the context of purpose-led organisations, where every dollar counts, prioritising a brand story video might seem counterintuitive. Yet, the ability of video storytelling to convey emotion, demonstrate impact, and captivate audiences is unmatched. It's a strategic investment that amplifies your voice, propels your mission forward, and ultimately, unlocks the doors to crucial grant funding.

Navigating the grant application process with a compelling brand story video is not just an option but a necessity in today’s competitive funding environment. It’s about making an upfront investment in your organisation’s future, leveraging the unique power of storytelling to not only meet but exceed the expectations of funding bodies. Remember, it’s the stories we share that shape our impact. Let your brand story video be the key that unlocks the potential of your purpose-driven organisation.

• Catherine Weinress, Producer Hixon Films

Embracing the Sprint Mentality

Why Year-End Planning is Crucial for Business

As the calendar pages flip towards the year's end and Christmas carols can be heard in the background of every shop we enter, there's a noticeable shift in the business world. It's tempting to slow down, breathe out, and start winding down for the holidays. But for businesses, particularly those in the purpose sector and non-profits, this is a golden opportunity to plan and set execution goals for the new year's branding and marketing strategies. Instead of easing into a year-end lull, let's talk about why it's crucial to find that last burst of energy and sprint across the finish line.

Delaying strategic planning until after the New Year bells ring can be more costly than many realise. Getting the planning phase sorted before the break means the execution phase can kick-off as soon as everyone returns from their well-earned holiday break. For the purpose sector, where every message counts, this delay can mean missed opportunities to connect, engage, fundraise and make an impact. Studies have shown that businesses that start the year with a clear plan in place can see a notable difference in their first-quarter performance compared to those that don't.

Early planning is not just about avoiding losses but about gaining an edge. By setting your branding and marketing goals before the new year, you align your team's efforts from day one. This alignment is particularly crucial for purpose-driven organisations and non-profits, where every resource counts. A well-planned strategy ensures that your compelling brand stories are ready to be told effectively and resonate deeply with your audience.

So, how do we make this planning phase effective and efficient? First, involve the right people – your team, stakeholders, perhaps even your audience. Gather insights, feedback, and ideas to shape your strategy. Use tools like SWOT analysis to understand your position and SMART goals to give your plans clarity and focus. And remember, planning does not have to be boring - keep the energy up with engaging workshops or creative brainstorming sessions, perhaps followed by some well-earned holiday partying afterwards!

As a video producer specialising in brand stories, I've seen firsthand the impact of entering the new year with momentum. It's about that final push, where we gather our collective energy to not just crawl but sprint across the year-end finish line. This sprint sets the pace for the next 12 months to come, ensuring that we start the new year not just ready but already in motion.

Planning for the new year at the end of the current one is more than just an admin task.  It's a strategic move that sets the tone for your future success. As we approach the end , let's shift our mindset from winding down to gearing up. Let's use this time to align our branding and marketing strategies, ensuring that when the new year dawns, we're not just starting, we're already running!

Thank you for reading. I encourage you to share your thoughts, experiences, or strategies for year-end planning in the comments. Let's learn from each other and stride into the new year not just prepared but propelled by our well-laid plans.

The need for video storytelling in the for-purpose sector

Every business, regardless of its nature or size, strives to make an impact and connect with its audience in meaningful ways. For not-for-profit organisations and social enterprises, this connection is even more critical as they rely heavily on public support, donations, and awareness to achieve their missions. Video storytelling is one of the most compelling mediums to establish this connection. Here's why and how the for-purpose sector can harness the power of video storytelling.

The "Why" of Video Storytelling

Human Connection - Stories have forever been an integral part of human culture. They help us understand, empathise, and relate to others' experiences. Videos, by their very nature, bring stories to life, creating an emotional bond between the storyteller and the audience.

Engagement - According to a study by HubSpot, 54% of consumers wanted to see more video content from brands and businesses they support. The combination of visuals, sound, and narrative can make complex issues understandable and engage an audience in a way that written content often cannot.

Reach & Shareability - Social media platforms including LinkedIn, YouTube, Instagram and TikTok  have made video sharing incredibly accessible. A compelling video can quickly go viral, reaching a broader audience than traditional marketing methods.

Authenticity - Videos allow organisations to showcase real people, real stories, and the tangible impact of their work. This authenticity fosters trust and can motivate viewers to support the cause.

The "How" of Video Storytelling

Define Your Message - Before diving into production, organisations should identify the core message they want to convey. Is it to raise awareness, generate donations, or perhaps recruit volunteers? The message will guide the narrative and tone of the video.

Use Real Stories - Highlight personal stories from beneficiaries, volunteers, or staff members. Real-life testimonials resonate far more than scripted messages. Let people share their journeys, struggles, and how the organisation made a difference in their lives.

Quality Matters - While a heartfelt message is crucial, so is the quality of the video. Good lighting, clear audio, and professional editing can significantly improve the video's impact. 

Engage Through Emotion - Whether it's a story of triumph, a heartwarming moment, or shedding light on a pressing issue, leveraging emotions will make your video memorable. It's this emotional connection that prompts action, be it in the form of donations, sharing the video, or volunteering.

Include a Clear Call-to-Action (CTA) - Every video should have a purpose. Whether you want viewers to donate, volunteer, or simply spread the word, make sure to include a clear and compelling CTA.

Distribute Widely - Once the video is ready, ensure it reaches the maximum audience. Share it on all social media platforms, embed it on the organisation's website, include it in your EDMs to your existing database and encourage supporters to share. 

Engage and Interact - Once your video is out there, don’t let the conversation end. Engage with viewers in the comments, answer questions, and encourage further interaction. This not only increases visibility but also fosters a sense of community around the cause.

Video storytelling not only elevates the organisation's narrative but also has the potential to significantly drive its mission forward. As the adage goes, "Seeing is believing!" With an effective and powerful video brand story, NFPs can make their causes not just seen, but also deeply felt and widely supported.

Harnessing the Power of your Origin Story

We all know that the growth trajectory of every business out there is never a smooth straight upwards line. The genesis of every brand unfolds a unique story, one that is often teeming with struggles, breakthroughs, and noteworthy milestones. An origin story is not simply a chronological recount of a brand's inception and journey. Inevitably every brand’s story is rife with emotions, highs and lows, massive wins and humbling losses. It permeates through every aspect of the enterprise, resonating with employees, customers, and investors. When told effectively, the narrative becomes an essential tool in fostering a deep-rooted connection, a sense of belonging, and trust in the brand’s vision and journey.

A Sense of Belonging for Staff

Employees aren’t just clocking in and out; they’re the rock stars behind a company's success. A good origin story isn’t just fun to tell – it helps our team connect with the company on a deeper level. Understanding the struggles and wins from the company’s early days sparks respect and inspiration among the crew. Everyone loves a good underdog story, and learning about the journey can motivate them to be part of the next chapter.

Imagine an automotive brand like Peter Warren Automotive Group. Peter the founder, a dreamer short on cash but big on ambition, borrowed money to start his first car lot. With sheer determination, smart planning, and a non-stop drive for innovation, his small business grew into a major, publicly traded company. That story isn’t just history – it's motivation. It shows the team that their efforts are building something truly epic, continuing a legacy that started from scratch.

Customers Stick with Stories

But the story isn’t just for the team. Customers, flooded with options, want more than just a product. They connect with stories that reflect their values and beliefs. A transparent origin story isn’t just marketing; it shares the genuine values and journey of the brand, turning customers into passionate advocates and integrating them into the ongoing brand story.

Take our automotive brand again. Its resilience and evolution aren’t just history. They’re a sign of reliability, innovation, and a steadfast commitment to quality. Customers aren’t just buying a car – they’re putting their trust in a narrative and joining a legacy.

Investors Need a Story, Too

Investors, the financial engines powering a company’s goals and innovations, want to see more than just good numbers. A great origin story, especially one showing growth from modest beginnings to smashing successes, is solid proof of strategic smarts, risk management, and scalability.

The brand that rose from borrowed beginnings to a public listing demonstrates a solid foundation, adaptable leadership, and a track record that promises not just stability, but growth and solid returns.

Video – A Storytelling Powerhouse

In today's digital world, where content is king and constantly consumed, video stands out as the go-to medium to share your brand’s origin story in a way that’s engaging, emotional, and super shareable.

Videos combine visuals, sound, and narrative to create emotional, immersive experiences, making the journey – like that of our ambitious founder – tangible, relatable, and inspiring, reaching audiences on a deeply emotional and psychological level.

Plus, videos have that “share” factor, letting your story spread across digital platforms, reaching and inspiring countless people, and boosting your brand’s visibility, credibility, and emotional connection.

A brand’s origin story isn’t just a look back at the past. It’s a strategic tool, woven into its strategy, boosting team motivation, customer loyalty, and investor confidence. Videos amplify the power of storytelling, ensuring the story isn’t just heard, but felt, believed, and lived by everyone it reaches. In the stories of past challenges and victories, we find a light that not only shines on the brand’s present but also lights the path forward, unveiling endless possibilities, uncharted paths, and a legacy that breaks through boundaries.

The Ultimate Brand Ambassadors: Your Customers

Harnessing the Power of Customer Testimonial Films

In an era where consumers are inundated with advertisements at every turn, the authenticity and reliability of a brand's message are crucial to standing out. While many promotional strategies exist, one of the most influential and genuine is leveraging the voices of satisfied customers. Enter customer testimonial films — a compelling approach to brand storytelling that turns your loyal customers into your most essential brand ambassadors.

The Authentic Voice of Trust

People tend to trust their peers more than they trust a brand's promotional content. According to a Nielsen study, 92% of people trust recommendations from friends and family over any other type of advertising. Testimonial films capitalise on this innate human tendency by bringing forth real-life experiences of customers who have genuinely benefited from a product or service.

Visually Captivating Stories

A well-crafted customer testimonial film goes beyond mere words. It captures the raw emotions, the journey, and the before-and-after transformations. Such visual narratives are immensely powerful. They show potential clients not just the benefits of a product, but how it fits into, and improves, real lives. This emotional connection often resonates more deeply than a list of features or benefits ever could.

SEO and Social Media Impact

From an online marketing perspective, customer testimonial films are gold. They provide fresh, authentic content for websites and social media platforms. Search engines like Google often reward original, high-quality content with better rankings. On platforms like Facebook, Instagram, or LinkedIn, these films can be shared and reshared, amplifying the reach of genuine endorsements.

Reducing Purchase Hesitation

Prospective customers often come with a range of questions and concerns. A customer testimonial film can address many of these doubts head-on. By presenting real-world use cases and success stories, brands can preemptively tackle objections and reduce the friction in the decision-making process.

A Win-Win for Both Brands and Customers

For brands, testimonial films offer a cost-effective way to advertise. Rather than spending vast sums on high-profile endorsements, they can tap into the wealth of goodwill and positive experiences their existing customers offer. For customers, participating in such films gives them a platform to share their stories and the satisfaction of helping others make informed decisions.

In conclusion, in the clamor of modern marketing noise, authenticity and trust are the currencies that matter most. Brands that recognise the unparalleled value of customer testimonial films stand to benefit immensely. After all, there's no better brand ambassador than a genuinely satisfied customer.

The Power of Brand Films

Fueling Business Growth Across Five Key Areas

In today's fast-paced digital era, standing out from the crowd has become more challenging than ever before. In this competitive landscape, businesses need to captivate audiences, inspire employees, and build trust with consumers. One powerful tool that can accomplish all these goals is a brand film. In this blog, we will explore how investing in a brand film can transform your business across five key areas: recruitment, induction, staff engagement, consumer engagement, and attracting investors.

Recruitment:

Attracting top talent is crucial for any organisation's success, and a brand film can be a game-changer in the recruitment process. A professionally crafted film provides a glimpse into your company's culture, values, and vision, helping prospective employees connect emotionally with your brand. By showcasing your workplace environment, highlighting employee stories, and illustrating career growth opportunities, a brand film can attract the right candidates who resonate with your company's ethos.

Induction:

Once you've recruited exceptional talent, it's essential to provide a seamless onboarding experience. A brand film can play a pivotal role in the induction process by conveying your company's mission, values, and history. It sets the tone for new hires, immersing them in your organisation's culture, and creating a sense of belonging from day one. By sharing your brand's story through a film, you foster a strong connection between new employees and your company's purpose, leading to increased loyalty and productivity.

Staff Engagement:

Engaged employees are the lifeblood of a thriving organisation. A brand film has the power to inspire, motivate, and engage your workforce on a deeper level. When employees feel a strong emotional connection to the brand they work for, they become advocates and ambassadors. By featuring employee achievements, highlighting company milestones, and sharing success stories, a brand film boosts morale, instills pride, and nurtures a sense of unity among your staff.

Consumer Engagement:

In an era of information overload, capturing and retaining consumers' attention is a daunting challenge. A well-crafted brand film can cut through the noise and leave a lasting impression. By leveraging the art of storytelling, a brand film can evoke emotions, convey brand values, and create authentic connections with your target audience. Through compelling visuals, narratives, and music, you can create a memorable brand experience that resonates with consumers and drives engagement.

Attracting Investors:

Investors seek businesses with a clear vision, strong brand positioning, and a compelling story. A brand film serves as a powerful tool to communicate your business's potential, culture, and growth trajectory to potential investors. By showcasing your achievements, market differentiation, and long-term goals, a brand film conveys credibility and generates investor interest. It helps investors understand your brand's essence and the potential returns on their investment, increasing your chances of securing funding or partnerships.

In today's competitive landscape, a brand film is not just a luxury; it is a necessity for businesses aiming to thrive and succeed. By investing in the expertise of seasoned professional storytellers and filmmakers like Hixon Films, you unlock the potential to transform your organisation across multiple fronts. From attracting top talent to engaging employees, captivating consumers, and attracting investors, a brand film serves as a powerful catalyst for business growth. Don't miss out on the opportunity to tell your brand's story in a visually captivating and emotionally compelling way. Embrace the power of brand films and unlock a new realm of possibilities for your business.