In order to succeed in video marketing, you need to think carefully about how your videos will help carry your message forward.
It can be tempting to follow through on all your ideas for your videos. Big ideas are good, but you need to stop and think before executing them. Have you given a thought about how it will affect your branding?
If you want your video marketing campaigns to be received positively, you have to plan thoroughly. Ask yourself: how can I make sure that this piece of content remains consistent with my brand?
Your audience is more attuned to your brand than you think. That’s why it helps if you have a brand voice guide for your videos.
What should you include in your brand voice guide? Here are three things you need to add.
Your brand values
First of all, the voice you adopt for your brand is an extension of your brand values. These values should have been defined when you established your business, and they will echo throughout your video marketing campaigns.
You always have to embrace the things that your brand values. This will guide you when you decide on the kind of videos you publish as you grow your business.
Always think about what drives you as a business. Think about your mission and the kind of impact you want to have, and the kind of people you want to affect.
Your brand values may change since you first defined them, so you can always stop and think about your motivations before producing your videos. This will help you ensure that you are always in line with your business goals.
What’s the best way for your audience to feel like they know you? It’s through the tone you use when you communicate with them. That’s why it’s important to set the right tone for your brand.
To do this, you need to ask yourself some important questions. What are your goals for communicating with your audience? Is it consistent with your point of view? What should you talk about and what will you not talk about?
Depending on the channel where you plan to post your video, you can consider switching your tone up to suit the content. You can play up a specific aspect of your tone to emphasize it as well.
You have to remain authentic when you communicate with your audience. It will help to lean into what makes your brand unique so that you can adopt the right tone for your messaging.
Lastly, it’s important to know the language your brand will speak. To determine your language, you first need to decide when to use technical terms and when to speak casually.
Incorporating industry terminology in your video content can be tricky, but depending on the purpose of each video, you can use it as you need to. To help you decide, determine how knowledgeable your audience is about these terms.
Knowing which terms to use can also help you decide how often to use them. You should also consider when to be formal or friendly in your videos. Depending on the topic or purpose, you can be either straightforward or casual.
At this point, you can also figure out if you will use a tagline that will be recurring in your content. You can make this specific to your brand, so that your audience can associate it with you right away.
Establishing your brand voice will give your videos a solid foundation. Knowing what to say and how to say it will ensure that you are always on the right track while remaining faithful to your brand. Don’t be afraid to change things up from time to time – as your brand adapts, so must your videos.