Whether it’s for Instagram, LinkedIn, YouTube or your website, video brand guidelines are the key to maintaining the consistency of your brand across the moving image you distribute. While traditional brand guidelines have long been standard, in a recent survey by B2B Marketing, 68% of respondents admitted to not having any for video content. This means that there is a strong chance their content will not have a strong brand look and feel. We’ve drawn up these video brand guidelines tips to help anyone wanting to up their game!
What are the benefits of Video Brand Guidelines?
A solid set of guidelines ensures your brand is consistently presented, helping customers feel confident watching your content, ultimately build trust and ultimately sales.
Not only that, but they also accelerate the creative workflow needed to make the content. That’s you’re not re-inventing the wheel each time you make a video.
Also, guidelines do not only work internally. They can be shared with the agencies you use (and by that we mean us!)
What assets do I need?
Here are the key assets you need within your brand guidelines:
- logo build
- titles
- subtitles
- name straps
- text boards
- end frames
Video Brand Guidelines Tips
When you’re making brand guidelines, the key things to remember are:
1) Assets should be built so they can be used across landscape, square and portrait ratios.
2) Use a creative style where you can easily cut the asset short, or extend the creative element by repeating it.
3) Create colour variations – a quick way to vary the look of output, and make sure the branding compliments the colours of the content
4) Define a headline, subtitle and body copy font style. That means which font and what size. Then define rules for whether text is centred or left aligned.
5) Create an animation that builds your logo, and have it available against black, white and transparent.
Guidelines should be flexible
While video brand lines should be really specific, there are always times when you should break the rules.
For instance, there are so many different types of copy, and so while your brand guidelines might dictate one font size, you might need to reduce it to get the copy on one screen. However, having the guidelines there in the first place keep your content broadly consistent.
Here’s a testimonial from a charity we work with regularly. SameYou wanted our help with a few videos they were releasing as part of their latest campaign. They’re a charity working to develop better recovery treatment for the survivors of brain injuries and strokes. They rely on help from volunteers to produce their content, so wanted to make sure their content was consistent.
We developed a series of brand elements for them, and created a brand guidelines document to support their implementation.
“Having those video assets has been really helpful and has simplified and standardised our work tremendously.
At times, we have had to adapt slightly from the guidelines you provided, but as a whole, it’s worked really well.
We have a new volunteer on board who is a video editor so it’s made things quite easy for him.”
Veronique, SameYou
If you’ve found these video brand guidelines tips helpful and want to know more, book a call to find out how we can help you create yours.
