Video is a very strong form of communication. It can humanize executives, it can break down silos, and there is a level of entertainment that will get employees to watch and listen. But before you jump in and create a video, there are a few important brand tips to take into account, to make sure your video not only communicates the right message but feels like your brand.
Brand guidelines are important, and the same goes for video. You want to have a set of video brand guidelines that will assist anybody in the company who is making an internal video. These guidelines should include tone and voice, logo, color, and font treatment, shooting guides, and also editing techniques. Each of these categories will help ensure that no video will stray from what the brand stands for and how it is portrayed to all employees.
Go beyond the basics. It’s obviously very important to make sure you’re using the right tone and brand voice, along with correct colors and logos. But two of the most important things to consider when creating video brand guidelines are shooting tips and editing tips.
Show people in their work environments. Shooting guidelines are different for each company, but when interviewing employees or leadership, you might want to shoot people on the job rather than in front of backdrops. You want to portray your brand as authentic and genuine, and showing the actual physical locations of your employees can help portray that. It also helps employees throughout the company to get a better feel for other locations and areas of operation.
Think about post-production as well. Editing guidelines don’t have to be as complex as shooting guidelines, but the main tip for editing is to, keep it real. Although there are many tricks and tools available for video editing, they may not be appropriate for your brand. When in doubt, keep it simple. Better for your video to come across as authentic and human than slick and hokey.
Internal videos are a great medium for storytelling, for making human connections, and showcasing the people who work at your company. You want the way you communicate with your employees to be as powerful as the way you share the brand with the rest of the world. A set of guidelines will help you be consistent and professional in the way you communicate internally through video.
Need help creating video guidelines? Tribe can help.