From Abstract to Literal: 7 Creative Concepts in Brand Videos

Brand videos have become a crucial part of marketing strategies. They allow companies to convey their message, build brand identity, and engage audiences creatively. One of the most intriguing aspects of brand video production is the choice between abstract and literal creative concepts. Understanding how to navigate these two approaches can elevate your content and connect with your audience on a deeper level.

What are Abstract and Literal Concepts?

Before diving into how to use these concepts in brand videos, it’s important to define them.

Abstract Concepts

Abstract concepts rely on metaphorical or symbolic storytelling. They don’t always present a direct message but evoke emotions and ideas that resonate with viewers. These videos often use artistic visuals, symbolic imagery, and mood-driven narratives.

Literal Concepts

Literal concepts take a more straightforward approach. They present clear, direct messages without requiring the audience to interpret hidden meanings. These videos focus on delivering practical information, highlighting product features, or telling a simple story.

Choosing Between Abstract and Literal Concepts

Factors to Consider

• Target Audience: Understanding your audience is key. If your audience appreciates creativity and enjoys interpreting symbolic content, an abstract approach might work best. On the other hand, if they value clarity and direct messaging, a literal concept is more effective.
• Brand Identity: Your brand’s personality plays a significant role. Artistic and innovative brands often lean towards abstract concepts, while professional and technical brands might prefer literal storytelling.
• Objective of the Video: If the goal is to create brand awareness or evoke emotions, abstract concepts can be impactful. For educational content or product demonstrations, a literal approach is more suitable.

Benefits of Abstract Concepts

1. Emotional Connection: Abstract storytelling taps into viewers’ emotions, creating memorable experiences.
2. Creative Freedom: There are no strict rules, allowing for imaginative visuals and narratives.
3. Brand Differentiation: Abstract videos help brands stand out in a crowded market.

Examples of Abstract Concepts in Brand Videos

Consider a video featuring swirling colors, poetic narration, and symbolic imagery to represent a brand’s commitment to creativity and innovation. While the message may not be immediately clear, it leaves a lasting impression.

Benefits of Literal Concepts

1. Clear Communication: The message is straightforward and easy to understand.
2. Effective for Product Demos: Literal concepts excel in explaining features and benefits.
3. Wider Audience Appeal: They are accessible to a broader audience.

Examples of Literal Concepts in Brand Videos

A classic example would be a product demonstration video showing step-by-step instructions on how to use a new gadget. The content is clear, concise, and informative.

Combining Abstract and Literal Concepts

Some of the best brand videos find a balance between abstract and literal storytelling. This hybrid approach allows brands to communicate a clear message while engaging audiences emotionally.

How to Successfully Combine Both Approaches

• Start with an Abstract Hook: Capture attention with a symbolic or artistic introduction.
• Transition to Literal Messaging: Gradually shift to a clear, direct message.
• End with a Memorable Abstract Element: Leave a lasting impression with a creative conclusion.

Best Practices for Creating Brand Videos

1. Know Your Brand Story

Understand your brand’s values, mission, and unique selling points.

2. Understand Your Audience

Create content that resonates with your target audience’s preferences and expectations.

3. Keep the Message Clear

Even if you choose an abstract approach, ensure the message is ultimately clear.

4. Focus on Quality Production

Invest in high-quality visuals, sound, and editing to maintain professionalism.

5. Include a Call to Action (CTA)

Encourage viewers to take the next step, whether it’s visiting your website or purchasing a product.

Conclusion

From abstract to literal, creative concepts in brand videos offer endless possibilities for storytelling. By understanding your audience, brand identity, and video objectives, you can choose the right approach or even combine both to create compelling content. Whether you want to evoke emotions or deliver clear messages, brand videos are a powerful tool for connecting with your audience.

FAQs

1. What is the difference between abstract and literal concepts in brand videos?

Abstract concepts use symbolic storytelling to evoke emotions, while literal concepts deliver clear, direct messages.

2. Which approach is better for brand videos, abstract or literal?

It depends on your audience, brand identity, and video objectives. Both approaches have their benefits.

3. Can I combine abstract and literal concepts in one video?

Yes, combining both approaches can create engaging and memorable content.

4. How do I decide which concept to use for my brand video?

Consider your target audience, brand identity, and the message you want to convey.

5. What are some examples of abstract brand videos?

Abstract brand videos often feature symbolic imagery, artistic visuals, and metaphorical storytelling.

6. Why are literal brand videos effective?

Literal brand videos are effective because they provide clear, concise information that is easy for viewers to understand.

7. What are the best practices for creating brand videos?

Understand your brand story, know your audience, keep the message clear, focus on quality production, and include a CTA.

By thoughtfully navigating the creative spectrum from abstract to literal, brands can craft videos that not only captivate but also communicate effectively.