Just as you have brand guidelines for all print and online communications, those guidelines should extend to your video marketing strategy as well.
Brand guidelines are imperative when it comes to making sure consumers can recognise your video content, and for ensuring all aspects of a marketing strategy are consistent, regardless of the platform through which they are presented. If you’re like the many companies choosing to implement video as part of an overall communications strategy, ensuring you have consistent brand guidelines in place for that video content is beneficial for many reasons. When developing these guidelines, there are a number of factors you should take into consideration:
Logos and images: a logo is an integral part of a brand, and it makes sense that it should appear at some point in your video. Try to be consistent with its placement (e.g. always shown at the end of each video), and how it will be implemented on screen.
Brand colours: if you are an existing brand, make sure you integrate these colours into your video marketing to help foster instant recognition. For example, in a Coca-Cola video, you’d expect to see red, as this colour is synonymous with the brand. Make sure you take this into account when drafting up the imagery and colours used on screen in your video content.
Audio: with video, you have yet another channel through which to promote your brand. From the music to the voice overs, the sound of your video content should be in line with the visual components to present viewers with a clear, cohesive package.
Brand tone of voice: if you are an established brand, the tone of voice and language used in your video should be consistent with what’s already in place. If you are a new brand, decide on how you’d like to communicate verbally with your audience, as this will impact the script, references to the company on screen, and the written content that complements your video on web pages or blog.
Font: if your logo contains text, it’s a wise idea to continue this brand identification throughout the text shown on the video, whether that’s in the opening titles, subtitles or anything else on screen. By outlining your typography requirements, you can make sure they are consistent throughout all of your written and video branded materials to avoid any miscommunication or confusion.
Whether you’re an established or emerging brand, having clear guidelines in place for all video content will help strengthen your brand overall – something that in today’s competitive marketplace is more important than ever.