Why your videos tone needs to match your brand
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Why your video’s tone needs to match your brand
Hargreaves Lansdown, a well-known brand, FTSE 100 company and a UK stockbroker recently had a re-brand… And do you know what? It’s bold, it’s less corporate and it’s clearly designed to appeal to a younger market.
It’s designed to attract the next generation of investors – and that what it does. However, there is one massive issue with it.
A senior member of the company, let’s call him ‘Bob’ was featured in a video talking about the re-brand.
And with it, the illusion that this was a modern, approachable and quite stylish broker went up in a puff of smoke.
It’s nothing personal
Now, we don’t want to be accused of doing a hatchet job on Bob. It’s nothing personal against Bob, or the production itself, it’s just that the video didn’t match the new tone of the website at all.
It was so dry, stuffy, bland and corporate. It was exactly what they thought they’d done so well at leaving behind.
And that’s a BIG problem.
Transparency is important to audiences
Transparency is really important to modern audiences. Basically, if the audience doesn’t relate to what it sees, then it’s not going to connect with the brand.
With video, you can’t really get much more transparent.
As SMEs we don’t come across as dull. We want to come across as fun, funky and fantabulous (or something like that). We want to be exciting and a bit ‘out-there’.But, if your brand is seen as a safe pair of hands then this might not be the right tone for you.
Make sure your video’s tone matches your brand
When you bring video into the mix, your audience is one step closer to meeting the brand persona, so it’s got to ring true with the rest of the experience.
Getting this wrong is like going on a date with somebody you met on Tinder – and finding out that the young, bubbly lady is actually Dave in a wig. But that’s enough about how our brand was founded. That’s a story for another time.
Creativity comes in many forms
You can think creatively without trying to be funny. You can keep people interested without random explosions… KABOOOM!!
And you can use video to make a more personal connection to your viewers.
Tone + Brand Experience = Great Video
So, as long as the tone of your video suits the whole of your brand’s experience you’ll get a great result.
Our own tone isn’t for everyone
By the way, we know that we lose business because of how penchant for mucking about and explosions.
But we’re fine with that because our tone is meant to appeal to people who are willing to take creative risks.