Today, the look of business videos continues to change. Companies today are meant to create videos that entertain their audience and, at the same time, communicate a story that is remembered.
However, although creativity matters, being true to your company matters the same as well.
So, how do you produce such videos that are shocking yet also seem like your company?
Here, we’re going to get super specific on the corporate video strategy that has the best of both worlds, which are creativity and consistency.
Let’s see how you can hook your audience without sacrificing the integrity of what your brand is all about.
1. Corporate Video Strategy Must Align with Your Business Goals
You’re knowledgeable about your company, but how do you communicate that in a business video?
The key is to have an approach that is distinct, thoughtful, and in alignment with the vision of your firm.
Ensure that your corporate video is purpose-driven.
If your corporate video approach is all about creating something glamorous, you can end up forgetting what you want to achieve from your business.
Therefore, each video has to have a purpose in mind. It can be generating brand visibility, training workers, or selling more products.
Not to forget, keep in mind your video content as an extension of your company’s personality. Tone, voice, and even style should align with what you are as a company—authentic always wins over.
2. Stay True to Your Brand While Being Innovative
The goal is to relate to your audience without losing the DNA of your company. Easy to say, right? But yes, you can, and here’s how:
Ensure to follow your brand guidelines (colors, logos, tone) to ensure consistency, but don’t make them rules that constrain you.
They’re your foundation for creativity. Use them as your canvas for producing interesting yet brand-consistent videos.
Another important essence that should not be forgotten is storytelling. We all love a good story.
Spice it up using engaging stories, emotional storytelling, or success stories of customers. You don’t have to go off brand to tell an engaging story—use your company purpose to fuel it!
3. Inject Creativity Without Going Too Far Off-Brand
How do you stay fresh and creative without resorting to being too far removed from your roots? Here are some ways of doing so:
Push boundaries, but do it within limits. Challenge boundaries with animation, humor, or jarring imagery, but have them be authentic to the brand voice.
Creative doesn’t always equal “wild and wacky.” Sometimes it’s an innovative technique that’s still true to character.
Next, turn customer stories into creative interpretation. Why? Because authenticity is difficult to surpass.
Bring in real customer or employee stories and then creatively interpret them. This can be done through behind-the-scenes imagery, animation, or cinematic effects. This adds personality without sacrificing brand consistency.
4. Set Up Video Guidelines but Leave Room for Creativity to Shine
Here’s a tip: creativity isn’t always about being chaotic to attract attention. Having clear production guidelines can help with consistency while still allowing for creative freedom.
Use templates. They are useful for video intros, outro animations, and consistent text overlays, so your brand stays unified no matter what.
Then, don’t forget to ask for feedback. Share your draft videos with a small group for feedback.
You’d be surprised how fresh perspectives can help tweak your creativity while keeping brand consistency intact.
5) Measure and Refine: Track How Well Your Corporate Video Strategy is Performing
You’ve produced a beautiful corporate video, but do you know whether it’s working? Monitoring success is where the magic occurs.
How long are viewers watching? Are they engaging or sharing? Views, likes, comments, and shares are some engagement metrics that can tell you whether your video is resonating with your audience.
Then, try out different versions of your videos on different platforms to see which one of them hits the most optimal balance. Then, tailor your strategy according to what you learn.
Produce Videos That Work for You; Not Just for the Sake of It
Creating creative and regular videos is not all about creating something awesome and pleasing to the eyes. Crafting a corporate video strategy must be something that does work and speaks to what your business is about.
By sitting in a place and focusing your creativity, with a good, solid strategic plan in place, you can engage with your audience without losing who you are.
Remember: creativity + consistency = a memorable video strategy that really resonates with your audience!
Want to create videos that are both creative and consistent?
