@davepaul You’ve covered that quite well, thanks!
Since your focus is on explainer videos for brand identity make sure to keep the tone of your video in line with the company’s brand persona. This means everything from your tone of the script, to the style of your video needs to be cohesive with what your brand emanates. Think of it this way, if it’s fun or casual business, you can choose to create a lighter tone entertaining video with a bit of humour; sort of like what the Dollar Shave Club did. If the company has more serious dealings, it’s best to stay formal and professional.
I find that the overall style for a video or even the format of the video depends on the product or service offered. If it’s a software or tool, say like Typito, for example, creating a video that shows an actual working on screen would work best. If it’s more of a general service offered, a video with text animation would work better. If you’re using text captions, do include a voice over too, it helps to explain content more concisely, and draw focus to the keywords captioned.
A branded branded color palette is another great way to reinforce your branding though an explainer video. In keeping with the style and tone, use colors from your website and logo to make sure the colour scheme in the video compliment your brand. This will also help you stay consistent with your style.
Keep an eye out on viral video ad campaigns, there’s always a thing or two new you can pick up for these. One the most popular examples you’ll probably come across is theDollar Shave Club video ad campaign. The video has been viewed over 22 million times, with 1.1 million subscribers, and most recently a $1 Billion all-cash acqusition by Unilever. It nailed a video style that helped it highlight the company’s distinct sense of humor, and unique brand experience, despite selling something as ordinary as razor blades.
There’s surely a lot that explainer videos can branding, I hope you found this useful.
Good luck with your video campaign Becca! We’d love to hear more from you