Out of the Box Production
BRANDING ELEMENTS
For a brand identity video to be effective, it needs to be concise, compelling and authentic. The video should demonstrate how to use the service or product, and to make one's point in short order. The video should also explain how this brand is different from the rest of the pack—what the brand does better, more efficiently, more uniquely, etc.
Tackling 1 to 3 ideas in a 1 to 2-minute video is ideal. Major points must be hit upon quickly and the proper use of balance of entertainment and content must be there to keep the audience’s attention.
Becoming familiar with the elements listed below will help to create compelling and effective videos.
1. Intro – Must include the business name, tagline and logo in a brief introduction. The aim is to look professional and become familiar in the span of 10 seconds as one only has a few seconds to generate interest therefore each second must count.
2. Script – Using a script will assist in making one looking knowledgeable and professional as well as keep one on track. Words should be chosen carefully and one should be concise.
3. Animation – Make your video more entertaining with animation. Choose a style of animation that will also work for future videos.
4. Sound Effects & Voice Over – Sounds effects and voice over suited to the artist's style and message can add a nice boost to the video. Try to create something similar but at the same time unique. For example Justin Bieber's Boyfriend uses the sound of whales throughout the video.
5. Authentic Language – Use language that is authentic to the artist and how they speak i.e. their voice. Always ensure that this language is in step with the artist's image and in tune with their community.
6. Emotional Buttons & Humor – Language that hits the customer’s emotional hot buttons by mirroring their key challenges and desires will help one keep their attention. Humor goes a long way too, but again, make sure it is in step with how the brand is to be viewed by the audience.
7. Graphics – Use unique and visually stimulating graphics to capture interest. Be sure these align with brands image and message. Consider hiring a professional to incorporate 3-D graphics into the video, if the budget allows.
8. Color – Choices in colour were already decided when the brands logo was designed. Following the consistency rule, thereby using one's business identity colors for the background, props and wardrobe.
9. Props – The clever and purposeful use of props can add surprise and authenticity to one's video. These can be things that surround the setting or that are added to make the video more interesting. For example in Rita Ora's How to be Lonely video the set and props were meticulously chosen. Everything used from mosquitoes, to eggs, to the bear, etc portrayed a deep meaning which would resonate with viewers.
10. Give – While it is tempting to focus the video on all of the awesome aspects of one's business or product; the focus truly needs to be on what your brand has to offer the community. What does your brand have that will benefit the audience and how?
11. Music – Choose music that fits your image and use it consistently in the background, intro and/or outro.
12. Logo – This comes back to familiarity. Make sure your logo has a presence in your video, either at the start, the end or in the background throughout your video.
13. Environment – Choose a taping environment that represents your video and will speak to your community, your target audience. Again, be consistent with your image.
14. Bloopers – Who doesn’t enjoy bloopers? Adding bloopers at the end of your video keeps you real. And it adds a slice of simple entertainment as well.
15. Call to action – Always allow time to ask your audience to take an action such as joining your email list or commenting on the video.
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