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RISMEDIA, February 4, 2010—It’s a big challenge to create a distinct brand personality if you are an individual entrepreneur or have a small company. But, while there are now many exciting and low-cost ways to accomplish this, using video is one great tool that’s easy and has a big impact.

Nowadays, your own persona is as important, maybe even more so, than the consistent visual and other identifications we all associate with a brand, like logo, color and messaging. Potential clients want to know who is behind the brand—and quickly. Video is a great medium to help make them feel comfortable quickly and want to do business with you.

Almost all agents have used video tours for listings, but we’re not talking about those types of videos. We’re talking about using videos to present yourself to prospects and to highlight creative, engaging success stories around your business. You can even cast your clients to help tell your story. Showing off your market area for newcomers is a good idea as well, and what better way than video.

Prospects enjoy learning and engaging through video, and it can distinguish you from your competition. It is also more memorable to people because you are engaging two senses simultaneously. And now, with video cameras at low prices and built-in video in digital cameras, it’s easy to do it yourself.

If you are going to produce a video of your market area or present yourself on video, you should take the time to plan it out and at least have a loose script. While you want your natural excitement and personality to come through, this is essential to creating an effective video that flows well. Videos should be short and the message should be simple, clearly presenting the benefits to the viewers.

Engaging other business people in it for testimonials or to talk about your market area all helps make it even more impressive. Let your true personality shine and use colorful, changing backgrounds, rather than just doing it in a talking head style.

After your video is complete, make sure you distribute it widely. Upload it to YouTube, use it on blogs and your website. Send it to your clients and prospects in e-mails and place it on social media sites. This will help you build your brand and your website. Give yourself a video makeover in 2010!

Chris Kaucnik is marketing director for Home Warranty of America, Inc. For more information, visit