Creating video brand content has become extremely easy. This is why many companies are using a combination of videos created by digital video production companies and video content generated in-house and by users. This content is used on social media, websites and a range of other marketing channels. This makes sense as video engages different demographics and will result in positive actions.
A lot of companies have seen their video content evolve organically. The commissioned videos had been part of their overall marketing or internal communication strategy. However, the animations and short clips used on social media are created in a more spontaneous manner. They do not follow the strict guidelines and planning of other video content.
Standing on Brand and Being Spontaneous
Spontaneity is great for content creation. You can use video production software and online tools to create engaging content in a few minutes to share across marketing channels. You can create and share a video of a birthday celebration or create an animated gif of a customer review. You could also answer a question with a quick how-to video filmed with your phone.
The problem is that this content will generally be unbranded and could be a missed opportunity. A customer sharing your content is good, but only when the source can be identified. This content can also be potentially damaging. When there are conflicting messages or other inconsistencies, you confuse viewers which compromises your brand.
The good news is that this can easily be solved by putting some basic video brand guidelines in place. These guidelines can be adapted to different types of video content as needed. If you are unsure where to start, there are some points that you need to include.
Brand Guidelines for Creators
Many of the points you have in video guidelines should be in your general brand guidelines. It is recommended that you create a checklist for video content creators to ensure they make content that never misrepresents your brand.
The general tone of the video content should be covered. You should articulate what the overall tone for any video content should be and this can be emphasised based on the type of video content being made. An example is an upbeat tone for informational videos which are narrated by a member of your team. However, this does not have to sound like a sports commentator.
The tone of voice also needs to be outlined. This is something for both video and text guidelines. The tone of voice should reflect the personality of your brand and be the way your target audience wants to be spoken to. The type of content being created will affect the tone so you need to be specific when you provide guidelines to different creators.
The brand colours, logo and fonts should also be outlined. Ideally, you should have a style-book with the colour palettes, logos, fonts and other elements they need. You should also consider creating a video template for certain types of content to make it easier for creatives to stick to the guidelines.
In terms of imagery, you need to consider the guidelines you can use to ensure everything is on-brand. This will include photos, graphics, animations and film footage. Some examples of what is acceptable should also be included.
Music and sound guidelines are also important and should cover any usage of music or sound effects. A lot of video tools have free music libraries you can use. However, you need to ensure that the tracks enhance the content and not distract from it.
The key messaging should be emphasised and this is the core brand message you want to communicate. This will differ depending on the type of content being created and the target audience. You should list the different types of video content and determine the core brand message for each.
These are some simple video brand guidelines that you need to have when your company creates this type of content. Video content creates opportunities to connect with new customers, but you need to ensure it always enhances your brand. Spontaneous content can be fun and attract attention, but the source and message need to be clear.