'Understanding Corporate Brand Guidelines before pitching Video Marketing Plans to Brand Managers'

Video marketing is more than just a promotional tool; it also serves as a powerful means of engagement for many. Through videos, individuals and organizations can promote existing products or services, introduce new launches, build their personal brand or showcase their skills, and share customer experiences or journeys. In all these scenarios, video content resonates differently compared to text or music alone.

However, before developing a video marketing strategy, creators, video production agencies, or managers must familiarize themselves with a company’s corporate brand guidelines. Let’s dive into understanding corporate brand guidelines before presenting video marketing plans to brand managers.

Importance of Corporate Brand Guidelines

Every brand has to maintain a guideline that serves as a blueprint of what can be done, how it can be done, and when it can be done. These guidelines are there to have uniformity in messaging, color schemes, typography, logo usage, and even tone of voice. Let’s learn why corporate brand guidelines are relevant in video marketing services:

To maintain consistency across platforms, organizations, departments, and branches brand guidelines ensure the right and consistent message is spread across platforms.  

Example: Netflix is a popular example of brand uniformity as it maintains the same red branding, bold typography, and minimalistic interface across platforms. 

Have you ever noticed how Coca-Cola and Netflix’s red and black layouts have formed part of memories for many the color now itself seems like it’s meant for these brands. This is what brand guidelines do to any brand they form an identity of the brand, so that people remember it for decades. 

Uniformity not only represents your brand but also builds trust and credibility. A brand with a consistent, professional, and reliable appearance reinforces trust and credibility among customers. 

Example: TATA, a trusted name evoking trust, immediately develops trust and credibility even to new ventures when it has TATA group labeling. Then Apple’s minimalist, clean, sleek branding has remained unchanged for decades and thus it reinforces credibility. 

With clear brand guidelines in video marketing, things initially seem complex later result in much clarity and result in faster production, better efficiency, and more alignment with the brand’s vision. 

Example: You will notice similar visuals and tonal identity in all the video ads produced by brands such as Swiggy and Dove. 

Check this: How Cloud Editing with a Post-Production Agency Works for Corporates? 

Key Elements of Corporate Brand Guidelines for Video Marketing 

To adhere to brand guidelines, there are several key elements that are commonly found, although they can vary between brands. Applying these guidelines is generally more straightforward for images, posts, and articles than for video content, as every aspect of a video must comply with the guidelines. Let’s explore some of the key elements of corporate brand guidelines that should also be applied to video marketing: 

For any video, a critical component is the tone whether neutral or playful. The same differs from the brand needs and guidelines such as a tech brand might opt for a professional and confident tone, while a lifestyle brand might opt for a playful, conversational style. 

A brand’s visual identity is a critical element of its recognition. In video marketing, this involves: 

• Colors: Many brands have a color palette that has primary and secondary color tones, mostly in line with logos colors. Editors must need to adhere to the palette in backgrounds, overlays, graphics, and more. Such as the Color palette in Nykaa video advertisements always resonates with their brand. 
• Graphics and Animation: Any animations, motion graphics, or on-screen visuals must align with the brand’s design philosophy. Some brands use minimalist icons, while others embrace bold, playful animations. 
• Logo Usage: Brand guidelines often define how and when the logo appears in videos. Some brands prefer a watermarked logo, while others may require it only in intros or outros. Misplacing or altering a logo (e.g., stretching or changing colors) can harm brand perception.  

Example: Adidas has strict logo placement guidelines such as it should be either in black or white and the space around should be twice the height of the letter “a”. 

• Typography: Consistent typography reinforces brand identity in video marketing. Brands often have specific fonts for titles, subtitles, and captions that align with their visual style. The right typeface, size, and spacing ensure readability and brand recognition.
• Templates and On-Screen Elements: Many brands have pre-defined video templates that dictate layouts for titles, captions, and call-to-action screens. Using these ensures that the video content remains uniform across different platforms.

The choice of words, tone of speech, and messaging style should align with the brand’s communication strategy. This includes: 

• Taglines and slogans: These must remain unchanged and appear in approved formats.  
• On-screen text: Spacing, font, and colors should adhere to brand guidelines. 
• Captions and Subtitle: This should be in form of a brand’s accessibility standards

Sound design is crucial in video marketing strategy. Music, voiceovers, and sound effects should align with the brand’s personality. Key considerations include:  

• Preferred music style: Some brands prefer orchestral scores, while others lean towards upbeat, modern beats.  
• Sound logos and jingles: Just as Intel has its signature sound, some brands require unique audio branding. 

Transitions between video clips should reflect the brand’s aesthetic. Some brands prefer smooth, subtle fades, while others use bold, energetic jump cuts. Overuse of dramatic transitions or effects can make videos feel inconsistent with the brand’s style. Brands often have specific guidelines on:  

• Cuts and transitions: Crossfades, hard cuts, or zoom transitions.  
• Motion graphics: Sleek corporate animations vs. playful kinetic typography.  
• Effects: Some brands prohibit flashy effects like glitches or distortion.  

Ensuring that transitions align with the brand’s identity maintains a cohesive brand engagement strategy. 

The shooting style dictates how raw footage should be captured. This includes camera angles for wide shots, close-ups, etc, lighting preferences, frames, and composition.  

For example, a corporate video for a financial institution might use stable, symmetrical framing, while a fitness brand may prefer high-energy handheld shots. 

Video editing ties everything together, ensuring that the final content aligns with brand expectations. Editing guidelines cover:  

• Pacing: Slow and cinematic vs. fast and snappy.  
• Color grading: Maintaining a consistent look across all videos. 

Legal considerations should be among the most prominent brand guidelines. These considerations vary from industry to industry, and the requirements and compliance standards can change accordingly.  

For example, in some industries, a certain percentage of plagiarism may be allowed, while in others, the requirement is zero percent. Additionally, when creating videos, it is essential to consider copyright, trademark, and privacy laws to prevent any legal actions or penalties. 

Tips: Add disclaimers if results or claims in a video are subjective. Clearly disclose sponsored content or paid promotions. Ensure all testimonials and reviews are genuine. 

Video marketing is one of the most effective and trending methods for reaching a larger audience, engaging them, and converting them into customers. However, it’s essential to operate within the creative boundaries of your brand. Following brand guidelines not only ensures consistency and maintains your brand identity but also protects your brand in various ways. This practice helps prevent legal issues and delivers a unified message across your videos, fostering trust and reliability among your audience. 

It’s not complicated; it just needs to be done correctly and in the right context.  

If you need assistance in producing and editing videos that align with your brand guidelines, feel free to Contact us the MediaSolz team for support. 

Read More: https://mediasolz.com/blog/