We talk a lot around here about the incredible power of video in today’s day and age. Regardless of what you do or offer, video can help, but we also talk a lot around here about the importance of planning and preparing when it comes to video production, because while video can undoubtedly help you, that doesn’t mean that any old video will do it.
To learn about a few of the things you need to take care of on your end before even thinking about dipping your toes into the video content waters, check out this recent post, Wait! Don’t Jump Into Video Production Until You’ve Done These 3 Things, but today’s post is all about one particular task: Finding your brand’s voice.
Because make no mistake, the overall tone you take on in any content you create will be its heart and soul. It’ll be the thing that speaks loudest to your audience, so you need to make sure you’ve thought it through. Read on for a few tips for ensuring that you do just that.
Start simply, then expand.
Depending on what you do or offer, it can be somewhat of a challenge to determine the right voice for your brand. It’s always best to start by asking yourself how you’d want viewers to feel after watching your videos, but the truth is that your brand voice shouldn’t just describe what you do. It should hint at why you do it and why you believe that truly matters.
We know. That’s a lot to get across, which is why it’s usually best to start out as simply as possible and one way to do that is to narrow your brand’s identity down to about three concrete terms, like creative, passionate, and personable, for example. If you find it difficult, then just imagine that your brand is a person and think of how you’d describe that person to another.
Then, once you’ve narrowed your identity down to three words or so, the next step is to expand on each of them. Take each term and break it down so that you can start to get a clearer idea of how they could come across in the content you create. To use the example above, you could break the passionate trait down farther into terms like enthusiastic, heartfelt, and inspired.
From there, it’s all about ensuring that your content consistently takes on those same attributes. You could, for instance, create some type of chart with descriptions of your key traits as well as instructions on how to showcase them in your videos and other content. However you do it, the key is to make remaining consistent as convenient as possible moving forward.
Make sure everyone’s on the same page.
From there, it’s all about passing on that information to the rest of your team or organization, which obviously starts with the people who have anything to do with creating content and communicating, but it really applies to everyone. After all, no matter what they do, it can’t hurt for everyone to have a clear understanding of your brand’s identity and voice.
If you go ahead and create some kind of chart to help break your identity down and keep your voice consistent, then that’s definitely something you should go over with your team, but if you don’t end up taking that approach, then it can really help to simply go over the process together to ensure that everyone’s on the same page.
You could, for instance, go over some previously created videos or pieces of content to show how you might revise them now that you’ve redefined your voice, or you could just go through the process of creating messaging for a future video together so that everyone can see how they may have to adjust their approach to take on the new voice.
Just remember, while there are plenty of ways to get the information across, we do highly recommend creating some kind of visual representation of your voice, especially if there’s a fairly large team behind your brand. That way, everyone will have something to look at and reference at all times.
Experiment and evolve.
Now, it’s time to put all your efforts to the test and, trust us, it can take a while. We’re not just talking about how long it can take to see results, either, but how long it can take for some brands to make large-scale adjustments like this. Everyone really has to have a firm understanding of the voice and buy into it for it to even begin to come across to the audience.
So, make sure everyone’s using your voice properly and keep a close eye on how it’s coming across on your various pages and profiles. As we all know, every platform and site has its own communities, each with their own specific sets of preferences and expectations, so some fine tuning will likely be in order.
Yes, like discussed above, you absolutely want your overall voice to remain consistent no matter which platform your video or content’s on, but that doesn’t mean that you can’t adjust the tone depending on the channel and its distinct community. If it’s not connecting, then it’s not connecting, and that applies to your overall voice as well.
While it may just be that you need to tweak your tone, there are times when your voice itself will need to be changed. If there’s just an issue on one platform, then that’s one thing, but if you see that your voice isn’t connecting with your audience anywhere, then you may need to go back to the drawing board. It may also just be that times have changed and that your voice needs to change with them. That’s why constant testing and tracking is so important.
We’ve been in video production in NJ & NY for long enough to know how critical it is to use the right voice.
The bottom line is that the voice you choose to take on in your videos and other forms of content will communicate so much to your audience. It’ll let them know about the true personality of the brand, the attitude and spirit behind the scenes that drives the whole thing, and make no mistake, if you use the wrong voice, then it could do a lot more damage than good.
So, while a lot of the specifics will depend on what, exactly, you do and what you’re ultimately trying to use video to accomplish, these tips should help to get you pointed in the right direction. For a few more, check out this great post from Entrepreneur.com, 5 Easy Exercises to Find Your Brand’s Voice.
About Us: KVibe Productions, one of the top NJ & NYC video production companies creating video content of all kinds, can handle every aspect of the process. And whether it’s a commercial, a corporate video production, or a feature film, at KVibe, we always create to inspire.