There are so many videos online nowadays. It seems like every brand has realized the value in implementing video production services to help market their business, products, and services.
So, what can you do to stand out from your competitors? First of all, as veterans of the NY / NJ video production industry, we can tell you that the first step is coming up with a uniquely interesting, informative, or entertaining concept that enhances your brand identity or message.
Then, you need to produce high-quality video, whether that means doing it in house or reaching out to a production house.
But that’s not all it takes. Another huge part of succeeding with video is visual consistency, and that doesn’t just mean throwing your logo on the screen at the video’s closing either.
Consistency requires more than just your logo and slogan.
Most businesses think that using their logo and/or slogan in corporate or commercial video production is all it takes to achieve the level of consistency they need, and not too long ago, they may have been right, but not anymore.
We’ve been in NJ / NY video production for years and, trust us, video marketing is not a secret anymore. Any business that pops onto Facebook can see how valuable it is. Chances are, they also know how to include their logo and/or slogan in their videos.
That’s why you need to be consistent in your thematic elements too. Colors, fonts, the way you transition from one scene to the next, the overall visual theme or style, all of these elements should be relatively consistent across all your video efforts.
Even with the logo and slogan, try to be creative about the way you weave those things into your videos. Yes, you can just throw these elements up on the screen at the video’s conclusion, but that’s what everyone does.
If you can manage to come up with a clever way of including it, there’s a much better chance of your audience remembering it…and you. Things need to mesh, not clash, so just try to make it feel motivated and not like an unnecessary, unrelated, purely promotional addition to the content.
Why is visual consistency in video production so important?
First of all, it’s a pure numbers game. The more times your target audience sees your logo, colors, etc., the more times they hear your slogan, the better chance you have of getting your brand into their minds, into their subconsciousness.
When you manage to get your logo or slogan and, more importantly, your tone, voice, and mission firmly embedded into your target audience’s minds, the sky’s the limit.
That means that the audience members will likely associate certain emotional responses with your brand and your brand only in the future. Whether it happens when they hear a certain tone or when they see related imagery, the point is they’ll think of you.
From there, we’ve been in NY / NJ video production for long enough to know that visual consistency is important for the same reasons that brand consistency is important in any form of marketing. It implies stability and purpose, a unified front.
Visual consistency also allows you to deliver a specific set of impressions that you’d like to be associated with your brand in the future. For instance, are you serious and focused or more on the playful side?
Choose one and stick with it, and your audience will feel that they’ve come to understand your tone and voice. They’ll know who you are and that they can expect a certain kind of behavior and attitude from your brand in the future. Essentially, they’ll recognize your voice when they hear it again.
Consistency allows you to build on previous successes as well. If someone was satisfied with one of your products or services in the past, they’ll associate that feeling with new products or services in the future, and expect to get the same satisfaction out of them.
Without any semblance of consistency in your video efforts, the audience can end up feeling confused about who you are and what your brand truly represents, and that’s not good.
The truth is, you’re better off sitting back and hoping for new customers to appear than working to blur your brand identity to the point that no one has any trust in your business. If you’re not clear about your brand identity, the audience won’t be able to put much confidence in it.
How do you keep things consistent in your video production?
Some of it is simple enough. It just comes down to remembering when and where to use certain brand elements and making sure any images or graphics match with and reflect your values, mission, and message.
One mistake many businesses and brands make when planning a commercial or corporate video production, though, is that they neglect to deal with consistency issues early on.
Remember, it’s important to try and cleverly connect the basic elements like your logo and slogan to the specific message or mission of each particular video. That means you need to consider consistency as early in the process as possible.
Think carefully about your visual elements before heading into the production phase. If you wait, you’ll most likely end up tacking your logo and slogan on the back end of the video and calling it a day. Again, there are simply too many brands doing that for you to stand any chance of standing out.
No one wonders what the Coca-Cola in front of them will taste like.
It helps to think about a brand like Coca-Cola. Their logo, colors, and font have remained largely unchanged for over 100 years.
Why? Because their brand is instantly recognizable all across the world. It could’ve been disastrous to make any sweeping changes over time. People know what to expect and the brand would lose trust and credibility by switching things up.
If you manage to establish who you are, what you do, how well you do it, and your mission or message, stick with it. Keep chiseling away at the same sculpture.
That way, as time goes by, your brand will become more and more recognizable and trustworthy. People will associate certain emotional responses with your brand in the future, and they’ll see your consistency as a clear sign of stability.
If you’re consistent, they’ll know you’re confident, and if you’re confident, they’ll have every reason to believe they should be too.
About KVibe: KVibe Productions has been in NJ and NY video production and filmmaking for years. Whether you’re planning a web promo video, a commercial or corporate video, a music video, a feature film, or any other video project, KVibe can guide you every step of the way, from development through distribution. We truly create to inspire.