Part II of our current series on branding tools elaborated on the advantages of a strong social media presence. In today's post, we tackle video and the possibility of increasing your branding reach on the internet through video.

First of all, YouTube has blossomed into one of the top search engines in the world. The only way to establish a presence on that search engine obviously is through video, and the way to leverage it best is to provide entertainment, as well as information about your company or business. Successful approaches can vary and depend on your ultimate goals. If you want to go viral, you will need a unique idea that connects with people in a way that makes them want to share the link. It can be cute, funny, odd, or even controversial, although the latter attribute is risky when attached to a business.

Next, think about how video can enhance your website. Many times, the same video that you circulate through YouTube can be used logically in the context of your own site. Where words and photos have certain inherent limitations, video goes beyond in showing a company's philosophy, style, goals and sense of humor.

Finally, it's worth noting that video can be used internally, as well. After all, your employees are the people who serve as ambassadors of the company brand during one-on-one customer encounters throughout the business day. Shooting a video that conveys company ethics and policies is a convenient way to streamline training and ensure that everyone is on the same page in the workplace. With a cohesive team in place, the business becomes more scalable and consistent in terms of service, thus boosting the brand's positive impact within the community.