Tony's Chocolonely: brand mission personified through video: Video Marketing Examples #20

^{Obligatory disclaimer: This isn't an ad or sponsored content. We simply wanted to share this analysis with you as a great, recent example of video marketing.}

Why does your brand exist?

Apologies if that’s a confrontational opening line... 

But one of the most important words in modern business is PURPOSE.

At their roots, maybe all businesses exist to generate money. 

But as the author and inspirational speaker Simon Sinek said, “Profit isn't a purpose, it's a result. To have purpose means the things we do are of real value to others. 

Typically, for a brand to be truly memorable and successful - it really has to mean something.

Tony’s Chocolonely is a great example of a business that stands out because of its values.

Video is a core strand of how they tell that story, whether it’s through beautiful, well-branded animation…

Or powerful, emotionally resonant live action interviews... 

The brand’s mission - to end modern slavery and child labour in the cocoa industry - is so clear, so compelling, that it allows them to totally call out their competition with aggressive campaigns like this:

It’s so crystal clear from every video that this is a brand that’s on a crusade. And that leaves a striking, memorable impression on the viewer - directly challenging us to make our own choice after watching.

So...why do you exist?

Your brand’s purpose might not be so clearly defined as Tony’s Chocolonely, nor is it necessarily going to be something as ethically-charged.

But there are plenty of ways to take your product, service or brand and crystalise how you help change the world in your own way.

For example, here’s how a number of well-known brands describe their raison-detre.

Image source

So - if you’re feeling inspired, or even a little confused - we’d love to talk about your company mission, and how we can powerfully encapsulate this to your audience through animated video.

Click the button below and let’s chat!