When it comes to branding, consistency is key. Branding for live videos is no different. Your brand style tells the world what you’re all about — with a dash of your personality.
If you have a brand standards guide, GREAT! Work from that guide to develop all the live video assets you need. Incorporate your brand fonts, colors, and logos to make graphics that help drive the flow of the video.
If you don’t have a brand standards guide, fret not. We’ve got you covered. Here are the five things you need to create on-brand visuals for your live videos. By nailing down these five elements, you can make a mini brand guide to keep all of your live videos consistent.
5 brand elements in your live videos
Your logo
Your logo makes you instantly recognizable. To include your logo in a live video, you’ll want to make sure that it’s a PNG file (that means the background is transparent). It’s also a good idea to create rules about logo spacing and sizing. When you use your logo with those rules in mind, you can maintain a consistent look from video to video.
Your color palette
Your color palette is the next piece of the video branding puzzle. Your logo is a mark that people recognize. But the brand colors continue to tell your brand story even when the logo isn’t on-screen. Consider specifying how you want the colors to be combined to aid in the design process.
Your brand fonts
The fonts you use are important too — specify at least two fonts used by your brand. You’ll want to be specific about the hierarchy of the two fonts, the sizes, styles, and weights, and what the appropriate combinations are for each use.
Your photos or illustrations
If you want to use photos or illustrations in your brand’s live videos, give some thought to what style or composition makes it on-brand. For example, something “Switcher-y” is colorful, dynamic, and high-contrast. What words define your brand’s style for photos or illustrations? What sets you apart?
Your brand voice
Last but not least is your brand voice. Now, I know what you’re thinking, what does that have to do with my brand’s visuals? Short answer: Everything. With live video, you want to make sure that your message is resonating with your audience. You want to back up that message with text on-screen, like an effective call-to-action. Not sure what your brand voice is? Make a list of words you like and dislike. Think about the tone your audience expects from you in all your communications.
Not every brand needs a 100-page style guide — some are as simple as a single sheet. Determine what is most necessary for you. The benefit of having it written down is that you can share it with others, like team members who help with other marketing efforts. But for now, write it all down — then put it into action with a live video.
Creating graphics for your live videos
Once you've articulated those five elements, you'll want to make sure any graphics you create are in line. We've written extensively about online tools that you can use to create graphics for your live videos. Check out these posts to get started:
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