How to Build Trust by Humanizing Your Brand.

People need connection. It’s fundamental to our collective success and happiness, so it’s no surprise that humans seek out social and emotional connections with others every chance we get. Adding a human element to your marketing videos through authentic storytelling can build and strengthen that connection, resulting in increased trust and a deeper relationship with your audience.

At their core, brands are about people, and storytelling is about the human experience. Through video, organizations can showcase the real people behind the scenes: the passionate team members, the clients whose lives have been changed, and the mission that drives it all. It’s more than something you just post on your “about” page—it’s a window into what makes your brand real.

You don’t need to manufacture emotion or invent drama to achieve this goal. The real stories inside your organization already exist, and they’re almost always more powerful than any story you could write.

It starts with listening to your community and finding the impactful stories and voices to share. Who can speak to the heart of your organization? Strategically, should that be an internal or external voice? Who is passionate about your cause or goals? Who has benefited from your work? What stories have stayed with you since hearing them?

An experienced video production company with a deep understanding of your organization can help you determine which stories are the right direction for a given video. It’s crucial to find a production partner that will take the time to understand your culture, your “why,” and your target audience (both as a whole and for the specific project). Locating and polishing the stories that align with the emotional core of a brand is integral to the success of a video product, especially when the goal is to humanize a brand.

From there, your video production team will craft a compelling narrative based on the story’s foundation. This includes everything from building out the story structure in the clearest and most impactful way to coordinating supplementary interviews with parties adjacent to the story, and planning meaningful b-roll shots to add context and interest. While your team will rely on you to bring the heart and the expertise about your subject matter, you can rely on them to bring the clarity, creativity, and execution to make your project shine.

Whether it’s a founder’s journey, a client success story, or a behind-the-scenes look at your culture, video gives your brand a face and a voice. That human element builds trust. In the days of content overload, you need that strong connection not only to be seen by your target market but also to ensure your message is received. Your audience wants to connect with you—we suggest letting them in!