Content that comes from your marketing people must follow strict rules to ensure your messages stay on-brand. That includes everything from your website and signage to the videos you produce. Without consistency in your voice, tone, and perception, consumers won’t trust your outreach efforts.
Fresh content is what powers the modern business. As demand for more online marketing videos skyrockets, staying consistent is more important today than ever before! Your consistency ensures that when someone encounters your production, you know what their response will be.
When you follow these guidelines, you’ll be setting yourself up for success.
Do You Include These Elements in Your Content?
Having a brand guide means you have a steward that keeps you on-message with each production. Your videos will match every other element of your outreach efforts.
Your brand must make a conscious choice to follow these guidelines each time.
1. Colors, Logos, and Fonts
Every video production process begins with these elements. It helps to take the time to ensure all of your graphic assets get approved by the production team.
Some companies ignore their font styles, color coding, and vector logos during this stage, assuming that they’ll match. Good marketing today is about precision, and this step ensures that it happens.
2. Attire, Props, and Talent
Your on-camera brand representatives become a direct interaction for viewers with your company. If you keep changing who appears, the content can seem disruptive or inconsistent. You’ll want to discuss what the talent should wear when creating new content, even to that formality level. Wearing a polo shirt with a logo conveys a different message than a suit and tie.
If your company requires a uniform as part of the business attire, you should consider including it in your video. Any props need a white background to provide viewers with a clean look at the item’s details.
3. Room and Background
Although a video creates content for viewers to consume, the background or room where your film generates a “tone” that dictates how the person feels about what they’ve seen.
If a CEO sits in front of a messy desk while talking about how organized the company has become, no one will believe that statement. You need the visuals to match what everyone hears.
4. Permission Agreements
Before you start filming, double-check that you’ve received permission from everyone captured in the video. Even if they might only be in the B-roll, it’s better to be safe – especially when children might be involved. Use an official release form to protect your interests.
When you start creating online video content, try to avoid advertising other companies with your efforts. Logos and branding can be on posters, hats, shirts, and more. You’ll also want to include people from all walks of life to show your diversity. By implementing these steps, your production can create some incredible content!