The most effective way to address brand issues in business video content is to create content guided by a consistent, audience-focused strategy that aligns messaging, visuals, and tone across platforms. This is why many companies hire a corporate video production agency to help ensure their videos are always aiming towards the same goals.
Branding Problems in Video
Video is a key part of branding; 92% of internet users watch digital videos weekly. Video can help individuals and companies quickly convey their identity and message, and it can help them do it in a way that their audience remembers.
The consequence of such a powerful tool, however, is that it amplifies both strengths and weaknesses. Poorly executed video content can diffuse an identity or confuse audiences. Some issues brands face with this include:
- Generic content
- Messaging divorced from brand values
- Inconsistencies in logos, fonts, palettes, and tone
- Videos optimized for one platform and shared elsewhere
The upside of our chronically online culture is brands can produce massive amounts of content and have a good chance of it being seen. The downside is that even a few flawed videos can cause damage.
The Role of Strategy
Minimizing the risk of the issues above starts with strategy. Growing from a brand’s guidelines, a strong strategy turns identity into tone and visuals.
A brand that markets itself as fun has a problem when it only produces long, boring videos. The same with companies that say they’re serious and stable and publish neon-colored, joking content.
Crafting a company brand video requires attention to detail. A well thought out strategy makes sure each piece of content says exactly who the brand is and what they value.
Considering the Audience
Just as voice is shaped by a brand’s guidelines, video content strategy should be shaped by a brand’s underlying beliefs. All companies go through an identity process (and if they haven’t, they should!) in which they zero in on their values and on what separates them from competitors in the field.
By answering these and other key questions, brands shape who they are and determine how they will present themselves to the world. Part of that process is often establishing a target audience.
A brand’s target audience can be a powerful guiding force, and it can serve as a reliable check to see if content is staying on message. When scripting a video, businesses should pull up their target audience profiles and make sure that what they plan to produce appeals to at least one of the demographics they want to reach.
Content Across Platforms
In order to build consistency of voice and make the most of video production budgets, content should almost never be created to serve a single purpose or live on a single platform. A video that explains a product can target multiple audiences.
A video that targets one audience can both showcase brand expertise and highlight company growth. Each time the camera rolls, the business should aim to achieve multiple goals aligned with their strategy.
The same goes for platforms. A long form interview should never get posted to YouTube then be forgotten, it should be segmented into clips that work on social media platforms.
This cross-platform optimization is one of the reasons so many businesses hire outside agencies to produce and guide their video content. Even something seemingly simple like increasing brand awareness with a corporate video can become unwieldy and expensive without the proper help.
Top-Notch Assistance
For businesses looking to address branding issues in their video content, the experts at grouphugs can help. Let us support you from beginning to end, producing content everything before, all the way back to establishing a strategy that ensures your videos only strengthen your brand.
