Brand identity is a key element of marketing that has gotten lost in the madness of social media and personal video creation. Be that as it may, why is it such a key ingredient in achieving what it was that you set out to do?
What is Brand Identity
Overall, brand identity is a simple concept- it’s when someone looks at something then they think of your business. Factors that contribute to brand identity are logos, fonts, visual elements, and audio elements like music or sound effects.
Therefore, it’s essential to include brand identity in your media to individualize and style your content. Resulting in your customers recognizing your brand subliminally when they see your media.
Increased Brand Identity in your Media Can Affect Marketing Efforts in a Big Way
For Instance, it’s March so what do you think of when you see a shamrock?
Leprechauns, St. Patty’s Day- all roads lead to Ireland- and their tourism board can attest than even in chilly March this core brand identity is remarkably good for tourism!
That’s a broad example but it’s festive!
Nonetheless you need elements in an ad that remind people of your brand- so much so that a person who forgot to put on their reading glasses should be able to know an advertisement or website is your brand by the colors, sounds, fonts, and stylistic elements you use- even if they don’t fully see the content!
Brand Elements Help Articulate your Style
The tone of the ad, musical intro, and colors used will subliminally let the viewer know that you are speaking to them- and therefore they’re more willing to listen, especially if they already view your brand favorably.
Where is it Important to Include Brand Identity in Your Media?
- Advertisements
- How to and instructional content
- Social media content
- Website content
- Blogs
- Marketing efforts
Generally, with all photos and videos you want to make sure that everything in the scene belongs and it’s not too crowded. As a result, people’s attention lands where you want it to.
Every part of your media says something about your brand so if you aren’t directing it, it may misrepresent you.
Then Go One Step Further...
Stage brand elements throughout a scene- bonus points if they are a sellable product.
For example, we created a how-to video for a client where the process required specific tools. Initially it was produced with unbranded tools but shortly thereafter they had put together a set of tools with their brand in a nice case and made it available on their website. So we made another version using only the branded tools.
Let your Media work its Magic
As a result, both a new product and their brand are being showcased on a video meant to educate their existing clients, all the while their clients are reminded that the company was there for them and they cared. So now when their clients see their logo in the wild, they will have a positive association with it!
Harness the Messaging of your Media
In summary, it’s ideology like this that we are constantly weaving into our work. It helps our client’s content stand out.
With this in mind, if these intentional, yet subtle elements seem important to you, we would be happy to discuss how we can help you Make Waves with your Media.
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