Positioning Through Video
- Mario Mattei
- 2 hours ago
- 3 min read
Are you marketing a brand that’s hard to explain?
Does your message lack clarity or fail to connect with people on an emotional level?
A positioning video may be right for you if...
You’re constantly having to explain what you do — and it still doesn’t seem to land.
Sales calls start with education, not opportunity.
Your website traffic is okay, but conversions are low because people don’t “get it.”
Referrals are rare — even happy clients struggle to describe you to others.
You lose deals to simpler or louder competitors, even when your offering is objectively better.
Your marketing feels scattered because there’s no clear story anchoring it.
But your challenges are very real...
You operate in a complex or emerging category (e.g., tech, creative, or hybrid services).
You’re serving multiple audiences, each needing a different message.
Your language is too internal or “inside baseball” — prospects don’t speak your jargon.
You’re trying to communicate too many benefits at once, blurring your core value.
The visual identity or tone doesn’t match the brand promise, creating a mismatch.
You’ve evolved faster than your messaging — the story hasn’t caught up to the business.
Here's what success can look like...
A clear, memorable brand narrative people can repeat accurately.
Prospects quickly say, “Ah, I get it — that’s for me.”
Shorter sales cycles because understanding speeds up the process.
A consistent story across video, web, and social channels.
Higher-quality leads — people come pre-qualified and aligned.
Referrals increase because your clients finally know how to talk about you.
A sense of momentum and confidence because your messaging feels right.
At Castleview, we help marketers solve these kinds of challenges through the power of video.
Sometimes the right answer is a simple, straight-to-camera message that builds clarity and trust. Other times, it takes a more creative, concept-driven approach to truly stand out. For our own brand, we chose the latter — as you can see in this post.
Castleview's positioning video in action!
Below, you’ll find a roadmap to success — a framework we often customize for each brand we work with. Even if you’re not ready to bring us in yet, you can start thinking through these steps now to sharpen your own strategy.
1. Diagnose the Confusion
Goal: Understand why people don’t “get it.”
Key Actions:
Review your website, pitch decks, and videos — note where explanations get long or fuzzy.
Identify if confusion comes from:
Category complexity (your space is new or technical)
Audience fragmentation (you serve multiple types)
Messaging overload (too many claims or buzzwords)
Brand mismatch (visuals/tone don’t match your real value)
Deliverable: A one-page “Clarity Audit” showing what’s confusing and why.
2. Define the Core Brand Narrative
Goal: Create a simple, repeatable story everyone can tell.
Structure (use in all messaging and video):
The Problem: What’s broken or frustrating in your industry?
The Shift: What has changed or why now?
Your Solution: How you uniquely fix it.
The Proof: Results, credibility, or customer transformation.
The Promise: What future you enable for your audience.
Deliverable: A short Brand Narrative Script (45–60 seconds) — perfect for your hero video, pitch, positioning video, or “About” section.
3. Express It Through Video
Goal: Turn the abstract into something people can see, feel, and remember.
Video Tactics:
Brand Story Video → founder or narrator explains your why, in plain English.
Customer Transformation Videos → show before/after impact.
Clarifier Explainer → animation or visual storytelling for complex offers.
Thought Leadership Series → short videos where you simplify your space and share insights.
Deliverable: A 3-part video plan — “Hero” (brand), “Proof” (customer), “Guide” (educational).
4. Align Visual & Verbal Identity
Goal: Make sure what people see matches what they hear.
Actions:
Simplify visuals and typography — aim for clarity, not cleverness.
Choose color, tone, and pacing in videos that match your core message (e.g., bold vs. calm, modern vs. heritage).
Rewrite headlines to lead with the outcome you create, not the process you use.
Deliverable: A Brand Style + Voice Guide (can be applied across web, social, and video).
5. Measure the Shift
Goal: Know when your new clarity is working.
Indicators of success:
People can describe your brand correctly after one sentence.
Shorter sales cycles and fewer “so what do you do again?” moments.
Higher engagement and completion rates on videos.
Improved website conversion and referral quality.
Deliverable: A “Clarity Dashboard” — track perception, engagement, and lead quality monthly.
Ready to start your next video production project?
