Here’s a quote that we believe you might have heard somewhere before:
“Personality is critical to success – for the brand as well as people. Don’t leave it to chance!” – Sir Richard Branson.
If you think about it for a moment, you’ll quickly realize that a brand is what is considered the “face” of a business. It’s not just about having a complex logo or catchy tagline, it conveys what the company represents, looks, feels, and behaves, like a person.
It takes time to build a brand, of course. At this time of the year, video marketing stands out as an ideal way for businesses to have the freedom to communicate their brand personality. However, without proper strategies to express the personality aspect, your brand is unlikely to be seen.
If you’re looking for ways to upgrade your corporate video with a stronger brand personality element, take a look at the following top 4 tips.
Tip #1 – Identify the brand’s visual identity
The first thing that you’d want to do is to go through your brand’s creative guidelines. Look at your logo and the way it blends with the colors that your brand currently has. Each color can show a different meaning to the human eyes. It can be whether to show warnings or to calm the viewers.
Concrete guidelines help in terms of providing navigation for creating video scripts. Common factors include: cinematography style, lighting, and colors. Talking about using colors, it improves brand recognition by up to 80% (Forbes). That means customers are easier to recognize and differentiate your brand if you show the main colors consistently.
Although brands may have the same purposes, their corporate videos shouldn’t at all be the same since each brand has different purposes when presenting its products or services.
Tip #2 – Focus on the core values
“89% of shoppers stay loyal to brands that share their values.” (Fundera)
When it comes to building brand personality, staying true to your core values can be seen through the business’s stated visions and missions. A well-produced corporate video that shows your brand’s personality in solving specific customer’s problems can boost brand awareness even further.
Whichever social value your brand is supporting, it will create an emotional appeal that you want to introduce to your target customers.
Take a look at an example of how we were able to clearly show the core values that Castrol wanted to deliver to their product users. In the video, from the beginning, we put the brand’s visions on top as a reminder of the Castrol business. They include: building a better economy, helping the world run smoother, and becoming more environmentally conscious.
Tip #3 – Show your brand’s personality through a unique voice & sound
How many times have you found yourself drawn into the sounds of a brand that eventually becomes your favorite by listening to a catchy song?
For us…it’s countless!
It takes only the first few seconds for the audience to determine whether your brand is right for them. Within such a limited time, you need to draw attention quickly by combining powerful audio and visual elements. Both are the best in showcasing the brand personality factor.
At Cinemetrix, maybe we haven’t yet lead the biggest social movement to date, but we’re certain to perfectly capture strong voices in our living community. Take a look at what Cinemetrix has to offer as “Tellers of Extraordinary Tales” in Toronto.
Tip #4 – Consistency is key
Last but not least is something we have been telling you over the previous tips…consistency.
It’s undeniable to say how important it is for your brand to stay consistent. Companies might fail to differentiate themselves if creating visual content that shows inconsistency and no brand recognition at all.
Once you’ve established your brand’s visual identity, consider how your corporate video should align with your brand’s personality. It helps in terms of successfully delivering the creative message to the viewers.
