Finding your company’s voice through video is a great way to bring your customers closer and to develop a more personal relationship with your brand. A company’s “voice” is created by looking at values and the history of the company, and what strengths the company has. If you are known for your exemplary customer service, you want your brand voice to have that same polite tone that suggests you will go above and beyond to help your customers.
What is the voice of your brand?
Every brand should look at what tone they are using in their communications, which is especially important in video. Your tone is more than just the words you use, it’s about delivery and the message. If you have a consistent voice, your customers will come to know that as your brand’s voice which makes it an almost personal connection, which makes your brand appear dependable and stable. If you haven’t taken the time to identify some consistencies with your brand voice, your communications through video will seem uneven and unfocused.
The “voice” can even extend to visual themes that you use consistently in your videos and marketing. Familiar colours and design elements, as well as music and motion graphics all contribute to your style and voice.
Making a Brand Video
What is a brand video you ask? Well it should all the things that make your company great. To begin creating a brand video, ask yourself some simple questions. How did your company get started? Everybody loves an origin story and it’s easy to romanticise those formative days and show the audience how your company’s culture was created. Audiences respond well when they know where you came from. This type of video serves two purposes, to give your potential customers an idea of your values as a company, and to strengthen a brand identity within your employees.
Showing growth and maturity can be a great thing, does your company have any philanthropic ventures that would be a good example of your company’s responsibility. What do your employees love most about working for you? By including some interviews with your employees you can let them do the talking for you. Give them some questions and let the answers come through organically.
Finding Your Voice
Depending on the video, you may have quite a casual, relaxed tone when addressing the viewer. If the content is more serious or you’re making an important announcement, the tone of the language should obviously be more formal. One of the many things to consider when writing video scripts is to identify who will be watching this video and where it will be distributed. If you will be addressing people already familiar with your business, or work within a niche industry, it’s acceptable to use industry jargon if your target audience will already be familiar with the terms. If you are reaching out to a broader audience that may not fully understand your industry, then use simple, broad terms to educate the viewer.
Your brand voice is not a fixed set of grammar rules, or copy and pasted formulas, it’s something that should have a consistent feel that is flexible enough to be applicable to both serious and light-hearted video. Your brand voice is like your businesses’ personality, so make sure you make a great first impression with your potential customers. If you are looking to strengthen your brand’s voice through video, get in touch with Dream Engine today.
Ryan Spanger is one of Melbourne’s most respected and sought-after video production professionals. Ryan founded Dream Engine in 2001, and specializes in helping medium to large corporates, government departments, and the non-proﬁt sector to connect with their audience by using video.
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