{"id":364,"date":"2026-10-04T00:40:55","date_gmt":"2026-10-03T22:40:55","guid":{"rendered":"https:\/\/thatdog.fr\/index.php\/storytelling-de-marque-video-client-heros\/"},"modified":"2026-10-04T00:40:55","modified_gmt":"2026-10-03T22:40:55","slug":"storytelling-de-marque-video-client-heros","status":"publish","type":"post","link":"https:\/\/thatdog.fr\/index.php\/storytelling-de-marque-video-client-heros\/","title":{"rendered":"Storytelling de marque en vid\u00e9o : faites de votre client le h\u00e9ros"},"content":{"rendered":"

Personne n’a jamais dit \u00ab quelle belle plaquette \u00bb en sortant d’un cin\u00e9ma. On se souvient des histoires. Pourtant, la plupart des vid\u00e9os d’entreprise commencent par \u00ab Fond\u00e9e en\u2026 \u00bb et finissent par \u00ab n’h\u00e9sitez pas \u00e0 nous contacter \u00bb. Il y a mieux \u00e0 raconter.<\/p>\n

Le h\u00e9ros, c’est votre client<\/h2>\n

C’est l’erreur la plus courante : prendre l’entreprise pour le personnage principal. Or le h\u00e9ros du r\u00e9cit, c’est la personne qui vous regarde. Votre r\u00f4le est celui du guide, celui qui conna\u00eet le chemin et tend la bonne cl\u00e9 au bon moment. Autrement dit : parlez moins de vous, davantage de ce que votre client vit, craint, esp\u00e8re.<\/p>\n

\n

Une marque qui se raconte attire peu. Une marque qui raconte son client donne envie de la rejoindre.<\/p>\n<\/blockquote>\n

Trois actes, pas un de plus<\/h2>\n
    \n
  1. Acte 1, la situation et le probl\u00e8me.<\/strong> Un quotidien, puis un grain de sable. C’est le probl\u00e8me qui cr\u00e9e la tension, sans lui, personne ne reste.<\/li>\n
  2. Acte 2, l’\u00e9preuve.<\/strong> On cherche, on essaie, on h\u00e9site. C’est ici que votre savoir-faire appara\u00eet, en action, pas en slogan.<\/li>\n
  3. Acte 3, le changement.<\/strong> La situation n’est plus la m\u00eame. On montre le r\u00e9sultat, et on laisse respirer.<\/li>\n<\/ol>\n

    Le probl\u00e8me d’abord<\/h2>\n

    Un film sans probl\u00e8me est une visite guid\u00e9e. Nommez la difficult\u00e9 clairement et t\u00f4t : le pain qui ne tient pas la journ\u00e9e, la livraison en retard, la d\u00e9cision qu’on repousse depuis des mois. Vos prospects se reconna\u00eetront, et c’est exactement ce que vous voulez.<\/p>\n

    Les sens avant les adjectifs<\/h2>\n

    \u00ab Savoir-faire artisanal \u00bb ne produit aucune image. Une cro\u00fbte qui craque, de la farine qui retombe dans un rayon de lumi\u00e8re, le bruit sec d’une machine qui s’arr\u00eate : voil\u00e0 du d\u00e9tail sensoriel. Le son compte autant que l’image. Un plan serr\u00e9 sur des mains au travail raconte plus qu’un paragraphe.<\/p>\n

    \n

    Astuce<\/strong> Pour chaque phrase de votre texte, demandez-vous : qu’est-ce qu’on pourrait voir ou entendre \u00e0 la place ? Si la r\u00e9ponse existe, supprimez la phrase.<\/p>\n<\/div>\n

    Montrer plut\u00f4t que dire<\/h2>\n

    Dire \u00ab nous sommes \u00e0 l’\u00e9coute \u00bb est gratuit. Montrer un conseiller qui reformule, note, revient le lendemain avec une solution est convaincant. Chaque qualit\u00e9 que vous revendiquez doit se traduire en sc\u00e8ne. Sinon, elle n’a pas sa place dans le film.<\/p>\n

    Trois mini-sc\u00e9narios (fictifs)<\/h2>\n

    Ces exemples sont invent\u00e9s, pour illustrer la m\u00e9thode. Aucun ne correspond \u00e0 un client r\u00e9el.<\/em><\/p>\n

    La boulangerie<\/h3>\n

    H\u00e9ros :<\/strong> une habitante qui pr\u00e9pare un d\u00eener improvis\u00e9. Probl\u00e8me :<\/strong> il est 18 h 40, elle n’a rien pr\u00e9vu. Acte 2 :<\/strong> elle pousse la porte, l’odeur la saisit, la boulang\u00e8re propose un pain qu’elle n’aurait pas choisi. Acte 3 :<\/strong> la table, les rires, la baguette rompue \u00e0 la main. Aucune phrase sur la \u00ab qualit\u00e9 des produits \u00bb n’est n\u00e9cessaire.<\/p>\n

    La PME industrielle<\/h3>\n

    H\u00e9ros :<\/strong> une responsable de production chez un client. Probl\u00e8me :<\/strong> une ligne s’arr\u00eate \u00e0 cause d’une pi\u00e8ce manquante, et chaque heure compte. Acte 2 :<\/strong> dans l’atelier du fournisseur, une \u00e9quipe usine la pi\u00e8ce en urgence, on voit les gestes, la pr\u00e9cision, la v\u00e9rification. Acte 3 :<\/strong> la ligne red\u00e9marre, le bruit revient. Le message est clair sans un mot sur la \u00ab r\u00e9activit\u00e9 \u00bb.<\/p>\n

    Le cabinet de conseil<\/h3>\n

    H\u00e9ros :<\/strong> une dirigeante de PME qui h\u00e9site \u00e0 r\u00e9organiser son \u00e9quipe. Probl\u00e8me :<\/strong> les r\u00e9unions tournent en rond. Acte 2 :<\/strong> une s\u00e9ance de travail, un tableau qui se remplit, une id\u00e9e qui change la discussion. Acte 3 :<\/strong> quelques mois plus tard, la m\u00eame salle, l’ambiance a chang\u00e9. Pas de graphiques, juste un avant et un apr\u00e8s.<\/p>\n

    Ce que \u00e7a change pour vous<\/h2>\n
    \n\n\n\n\n\n\n\n\n
    On dit souvent<\/th>\nOn montre plut\u00f4t<\/th>\n<\/tr>\n<\/thead>\n
    Nous sommes \u00e0 l’\u00e9coute<\/td>\nUn conseiller qui reformule et revient avec une solution<\/td>\n<\/tr>\n
    Produits de qualit\u00e9<\/td>\nLes gestes, les mati\u00e8res, le son du produit<\/td>\n<\/tr>\n
    R\u00e9activit\u00e9<\/td>\nUne urgence r\u00e9gl\u00e9e, de l’appel au r\u00e9sultat<\/td>\n<\/tr>\n
    \u00c9quipe passionn\u00e9e<\/td>\nUn coll\u00e8gue qui explique son m\u00e9tier en riant<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n

    Un bon r\u00e9cit ne se fabrique pas \u00e0 l’\u00e9cran, il se pr\u00e9pare en amont : on choisit le h\u00e9ros, on formule le probl\u00e8me, on rep\u00e8re les lieux et les gestes qui parlent, on d\u00e9cide ce qui sera dit \u00e0 voix haute et ce qui sera montr\u00e9.<\/p>\n

    C’est le travail que nous aimons faire chez that dog : trouver, avec vous, l’histoire qui est d\u00e9j\u00e0 dans votre entreprise, puis la tourner avec l’image, la lumi\u00e8re et le son qu’elle m\u00e9rite. Si vous voulez voir comment \u00e7a se pr\u00e9pare, notre guide pour briefer un vid\u00e9aste<\/a> est un bon d\u00e9but.<\/p>\n

    \n

    Et si on racontait la v\u00f4tre ?<\/strong>
    Venez avec une id\u00e9e, un client, un probl\u00e8me r\u00e9solu : nous en ferons une histoire qui se regarde.<\/p>\n

    Demander un devis \u2192<\/a><\/div>\n","protected":false},"excerpt":{"rendered":"

    Trois actes, un vrai probl\u00e8me, des d\u00e9tails qu’on voit et qu’on entend. 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