8 Branding Elements You Need in Your Promotional and Educational Videosby Alabaweh Baweh -
Creating a single video is relatively simple. Creating a series of videos that all lead back to your company or core brand? That requires using branding elements with a bit more strategy.
Of course, it's far from impossible. From the visual brand markers to more subtle branding elements, make sure that every time you publish a video, your audience recognizes it as coming from you and associates it with your brand.
You just need to know where to start. As you build a library of promotional and educational videos, make sure you include these 8 video branding elements throughout the creative process.
1) A Consistent Tone and Voice
The first step actually begins long before your video production. Make sure that every video you publish communicates to your audience in the same core ways.
Defining your brand tone and voice is a crucial part of any marketing effort. It should be consistent with both audience expectations and your business "personality". That tone plays into your video in a number of ways, many of them defined in the other elements below. For instance,
- A more casual brand may publish less polished videos with conversational text and an emphasis on authenticity.
- A more formal brand may publish highly polished videos that look professional in every regard.
2) Your Logo On Every Frame
Every frame of your videos should have your logo watermark so that your audience never forgets who they have to thank for this content. Create your logo as a PNG without background to get started.
You can add the logo onto your video while creating it in your preferred editing platform. The steps differ slightly; here is the process for iMovie, and here for Adobe Premiere. Content platforms like YouTube actually allow you to add a watermark to all of your videos after they're uploaded.
3) Consistent Typography for Text Overlays
Beyond the logo and brand voice, typography is among the most important branding elements in any video. Whether you're creating an animation or simply using text overlays to introduce speakers and concepts, font consistency is vital.
Narrow sans serif fonts like Helvetica, Lato, and Arial all work well in video. No matter which you choose (or whether you already have defined brand fonts), make sure you use them consistently throughout your videos. Set and write down font roles for anything from captions to headlines, then stick with them whenever possible.
4) Consistent Color Schemes
Much like typography, color schemes help you build a connection between individual videos that make it easier for your audience to understand who they're coming from and what their benefits are. As you work on animations, captions, and more, always keep them consistent.
As with photography, it pays to dip into your brand and logo colors. The more consistency you can build even outside the videos, the more likely your audience will be to make that connection and build brand equity.
5) A Strategy for Color Filters and Lighting
Especially as you get creative, you will be tempted to play with the many color filters that video editing software tends to offer. To some degree, these filters can succeed in making your video more unique and attention-grabbing. But you have to be diligent and stay consistent in which filters you use as branding elements to create a more coherent look over time.
The same is true for lighting, which is subtler but similar in its ability to change the way your audience views your video. Switching between natural and artificial lighting has a major effect on the subconscious message you communicate. Whenever you can, stay consistent in the type of lighting you use.
6) Consistent Effects and Transitions
Especially in animations, effects play a major role in transforming simple type into an engaging video. In live-shot footage, transitions between individual shots accomplish the same goal. But, once again, they need to be consistent.
Find a few effects that make sense with your brand; a simple cut may actually make more sense than a wipe or zoomed-in cut. The same is true with effects. Whichever you deem effective, use it as your core visual effect throughout your videos to minimize confusion among your audience.
7) High-Quality Closed Captioning
It's difficult to overstate the importance of closed captioning in modern digital videos. More than 80% of online viewers react negatively to videos that play without sound, probably because 41% of them are completely incomprehensible without the sound. It doesn't have to be that way.
Services like YouTube and Facebook strongly encourage closed captioning, and YouTube actually creates its own if the creator doesn't supply them. But it's generated by a computer and low-quality, which can depress your brand equity. Instead, always include high-quality, grammatically correct closed captioning that's designed to appeal to the many viewers who won't turn their sound on.
8) A Standard End Slate Framework
Finally, and to maintain consistency throughout the video, always end your videos the same way. A standard end slate helps you bring home your core business message, including the right colors and your logo front and center.
The actual message (such as the website to visit next) can change from video to video. But it should always be housed in the same layout and framework to make sure that your audience knows exactly what to expect and what to do next.
Leverage Video Consistency to Improve Brand Awareness and Recall
It's almost impossible to build an online presence in 2020 without video. At the same time, simply creating a few videos and hoping for the best is not enough to let your audience know about you and build your brand equity. Even if these videos are highly produced individually, you won't accomplish much if they don't also build a clear brand connection.
Through the above eight branding elements, you can build that connection and transfer your credibility and audience goodwill from each video to the next. That way, each video you create and upload furthers your goal of convincing your audience about the value and worth of your business to their needs.