29th April 2013

Branding an Explainer Video

How to Carefully Brand without becoming Spam

As video people, we see a lot of web videos from other companies — the good and the bad. Sometimes we see a video and think: Wow! Great concept and production. But other times we see a video and think: You are video-spamming me!

Creating informative web videos can be a delicate task, as you want to brand your video, but you don’t want to be spammy. Check out our list of Dos and Don’ts when it comes to branding an explainer video.

Do!

  • Include company logo, call to action, website, etc. We’ve seen companies go the other way in that we have no idea what product the video is for — that is not branded enough. You want the viewer to know that the video is about XYZ Company’s new product. Especially don’t forget the call to action, because no matter how great the video is, if you don’t tell us what to do next, you won’t get as many conversions to your site.
  • Sprinkle in colors and logo images. What do we mean by this? We did an explainer video for CE4Less. Take a look at the image below. On the left are images we put into the video and on the right is their logo. See the similarity? It’s not too glaring, but it’s enough.Explainer VideoBranding doesn’t have to be too overwhelming
  • Explain the problem and the solution that your company provides.

Don’t!

  • Please don’t repeat your company name every second – it’s just annoying.
  • Don’t make your company’s logo the background – only in very rare cases does this ever look good. Normally it is just distracting and makes it look like a watermarked video, not the final version.
  • Don’t use videos as an infomercial. Please, we get enough of those on TV and those are spammy enough. This is your chance to showcase the need for your product, not how “everyday life is so hard”.

So there you have it. Some tips and tricks to branding but not spamming!

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About the Author

Anish hails from London and holds a degree in software engineering from the University of Manchester. Following his education, he worked for several years in the financial industry as a platform administrator before founding Revolution Productions in 2008. In addition to over seven years of video production, Anish is seen as an industry professional, adding his insight in publications such as VentureBeat, ReelSEO and Wistia.

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