Creating a clear and engaging brand for your business is an important building block in your marketing strategy. While it can be easy to do this on your website and social media feeds, when it comes to video many businesses can stumble and get it wrong.
Maintaining brand values and keeping them consistent across all media is critical. Here we look at how to keep this going when you decide to make that all-important jump to corporate video.
- Get to Know Your Brand Intimately
This is easy to say, less easy to achieve. What you need to start with is a clear understanding of what your brand personality is and how this fits into your content creation. Because it is visual, video can put branding mistakes into stark relief compared to traditional written copy.
Inconsistency because your video seems to have taken a different direction may well jar with your audience. There are a range of different brand personalities and the first thing to do is ask whether your corporate video matches yours.
If this is something you have not explored fully to date, you must begin with this before you start developing any video content.
There are generally considered to be 12 separate brand archetypes or personalities and your business will fit into one of them. You can find more about them here.
Why is this important? Because it grounds your video content and helps you make the right decisions when developing your script and choosing your production company.
- What is the Purpose of Your Corporate Video?
Ideally, your corporate video is there to engage with customers and encourage them to buy your product or service. That brand identity goes far beyond the simple logo on your website. It’s often a nebulous thing that is difficult to nail down but you still need to try and bring everything together in a few short minutes of video content.
When customers engage with your content, what are they expecting to see? You can engage them more with a colour palette that resonates, the right typography and the appropriate image choice and cinematography.
For example, the setting is essential for creating the right tone in your video. The simple messages you send are also important. You may want to use animation for your video. But what style best suits your brand?
There is a lot to think about. How are you going to stand out? What makes your video impactful? Does it connect with your audience? Before you even pick up the camera, it is essential to define these aspects as clearly as possible.
- Can You Be Flexible?
Yes, of course, you can. Once you have a full understanding of your brand and how this affects people viewing your content, you can try new approaches. The underlying structure, however, revolves around your business’s core values and how your content fits into this.
One thing to bear in mind is the emotion that you create. Some companies can become so focused on ticking all the right boxes that they forget their video is supposed to be entertaining. What emotions do you want to elicit with your corporate video and how do you want your audience to come away feeling? What story do you want to tell?
If you are considering creating video content for the first time, it’s important to work with a video production team that understands what you are trying to achieve. They will also be able to look at your brand from a fresh point of view and help create content that hits the mark first time.