Video power guide 01: Corporate Identity

Every video clip you put out into the public domain is a BIG occasion. Your corporate film production must reflect your Corporate or Brand Identity to build trust with your target market.

With demand for online video growing, companies – especially smaller ones, are self-videoing and posting to gain a competitive edge and while this isn’t always a bad thing, it does increase the need for businesses to stand out from the crowd.

But exactly how do you do that?

When producing a corporate video, or any video for your business, be mindful that it is a touch-point with your target market and every clip is an ambassador for your business or brand – make sure they look the part

I’m sure that you wouldn’t want a staff member to dress inappropriately. Imagine yours is a solicitors firm and you employ someone who turns up in fashionably ripped denims (an extreme example I know), what impression will that leave?
Well it’s exactly the same with correctly ‘dressing up’ your video and all other visual communications.
If a video is not representative of your brand, it can be very detrimental for your business.

These statistics from Wordstream illustrate the point of the proliferation of video online:

Video Marketing Engagement Statistics
• 51% of marketing professionals worldwide name video as the type of content with the best ROI.
• Marketers who use video grow revenue 49% faster than non-video users.
• 64% of consumers make a purchase after watching branded social videos (via tubularinsights).
• 59% of executives agree that if both text and video are available on the same topic, they are more likely to choose video.
• Social video generates 1200% more shares than text and images combined.
• Views on branded video content have increased 258% on Facebook and 99% on YouTube as of June 2017 (via tubularinsights).
Wordstream

Companies need to take corporate identity seriously because consistency in corporate image is what builds trust in brands.

When producing corporate videos of any nature, for an internal or external audience, the company’s CI (Corporate Identity) must be displayed to exacting standards to ensure the viewer that they are dealing with a professional organisation.
Most companies have detailed brand guidelines that provide precise parameters for the presentation of their CI across every form of media.


In this video, ZOOMFILMS uses the signature music from Burlanes’ corporate film production, as well as their brand colours on all graphics and visual elements to meet their stringent corporate identity guidelines.

Corporate identity could also include the style of videography used to create corporate content. There are any number, or combinations of production and editing techniques that can be applied to create a specific tone for your brand.
Video production should take your CI, products, target market and brand values into account when determining the style that will work for your brand.

CI in Video production

Corporate Identity diagram

MarketingMO

Use the above guide from Marketingmo and take the time to plan your brand parameters for print, photography and corporate film production. Video presents a number of challenges for designers e.g. line widths, point size etc. which all affect the result of your branding on different media. If you need any assistance with planning your CI for video, please contact us at ZOOMFILMS corporate video production here: ZOOMFILMS