Getting a name and set of colours is usually enough for a lot of people looking to secure a brand profile for their company. But it’s not as simple as looking on the shelves of B&Q for the part of the Dulux rainbow that catches your eye.
No, guidelines for your brand are incredibly important. They can be as whimsical or technical as you like – but there are certain things you simply MUST get right.
This is no less important when producing a corporate video for your business. Here’s a few of the most important video brand guidelines we’ve come across over the years. They’re a great starting point if you’re looking at video brand guidelines for the first time.
Tone – is it consistent?
You should not only go for a specific tone in your writing, but also a consistent one. Every scene in your video needs to have the word ‘tone’ there, just to remind you of what you should go for. Whether it’s funny, sombre or supportive, it needs to have a common thread.
Logo – how are you using it?
Is the logo something to flash up only at the beginning and the end of a video? Is it better as a faded lower third corner-based constant that reminds people who you are? Will it only be on the host’s shirt?
Think carefully about saturating your audience with your biggest piece of corporate identity. In other words, make sure the logo’s there enough, but you’re not overdoing it.
Writing – style guide, sub-editing and consistency
Your writing style could be quite a significant part of your video brand guidelines.
This would need to cover everything from how you write (or abbreviate) your company name, to whether you write ‘and’ or ‘&’, to the tone of voice. These may seem like small considerations, but consistency is hugely important… If a viewer picks up on a single inconsistency it could undermine your brand and your video, and maybe even lose you a potential customer.
It’s also really important you don’t make a single mistake. It only takes one or two typos to really put people off your brand – either because they think you’re not too clever, or you’re liable to making mistakes. We’re not all writers! But we need to look to people who are.
Video marketing – consistent channels
Variety is the spice of life, but people come to expect where to find your videos, and may keep an eye out. There’s no point in putting one video on YouTube then your next on Vimeo, for example. Both are incredibly different communities in both viewership and the qualities associated with videos on these sites. Choose your favoured platform(s) carefully and work from there. It’s not always a case of putting your work everywhere.
Finally – if you do depart from a ‘norm’, reflect that elsewhere
If you decide to go in a whole new direction for your brand through a video, and you haven’t reflected this in other areas of your brand’s presence – e.g. your own website – then people are going to ask questions, or simply ask why you bothered to go in that direction. If you do something new, tell people to expect it. Otherwise you could lose a lot of fans. And don’t forget to clearly lay out the differences in brand approach from the ‘norm’ in your video brand guidelines.
After all, how many times have you heard someone stop watching a TV show when a character is added or removed? It can be the same for your brand.
Need some brand guideline inspiration? Here are 12 great brand guideline examples to get you started.
Need consistent, professional video content that elevates your brand? Or just need a bit of guidance on yo ur video brand guidelines? Speak to Stada Media. We’re your video production experts! Get your video quote here.