- But what’s the strategy for representing your brand on screen?
- Should you be toeing the consistency line?
- Or is it okay to mix things up?
- Do your brand guidelines even cover this?
Channel 4 (and it’s platform) is a fine example of how a brand continually represents itself differently, playing around with its appearance to highlight significant moments and messages. This is a part of what makes Channel4 ‘innovative and distinctive’ which is one part of its statutory public service remit.
favour of inconsistency
Idents (or stings as they are sometimes called) are the short sequences shown on TV or streaming services between programmes identifying the channel and introducing the next programme. You can find some examples below. In October last year, ‘The Channel 4 Giant’ took to our screens ‘personifying the broadcaster’s unique values’ to ‘champion diversity and provoke change.’ And just last week, the charming trio of women became the face of the brand, sharing their experiences of life as women over the past 100 years.
Idents are a creative playground. Channels have played with them for years but why do they get away with being consistently inconsistent?
A few thoughts…
- It’s about exposure, we see them so often that they need to keep things fresh
- It’s an important part of their branding and differentiates them from one another
- It supports campaigns or themes for the ‘season’. Think about how many times we see the golden disco ball while the Strictly series is running. It pops up to surprise us in between completely unrelated programmes.
- Are your followers, customers, patients, residents or employees regularly exposed to your brand?
- Do you have campaigns and themes that you want to weave into other comms?
- Do you want to make sure your brand is always present but doesn’t get stale?
Three things to think about…
Break the scriptIn the book The Power of Moments, by Chip and Dan Heath, they describe how “breaking the script” and defying expectations is a useful way to create memorable moments that lead to lasting bonds. Consider how you can take inspiration from TV broadcasters by disrupting the norm to create a lasting memory in your creative video and animated content. Toy with your usual branded intros or endings to promote emotive themes, new initiatives or current campaigns.
Share the limelightAccording to Marty Neumeier, author of The Brand Gap, “You have to cultivate your brand and keep it alive.” One way to ensure that you have a living brand is to see it as a collaborative performance, one that requires input and cooperation from employees to customers and everyone in between. You may not have three centenarian ladies to call on but consider who could make a ‘guest appearance’ as the face of your brand.
Make a statementWhile you’ll have planned for regular events and activities, don’t forget the special or big occasions when you need to make a statement. Think Winter Olympics or World Cup and take inspiration from The BBC who always puts on a good show. Perhaps we can’t all go to this extreme but
Apologies here for using the C word. Consistency can sound incredibly dull and it’s easy to feel that your creative freedom will be restricted by it. But there are clear benefits to taking a consistent approach to certain aspects of your video production like intros, titles
- Support brand recognition
- Add polish and panache to your low budget film
- Can be quick to apply once created
- Create a consistent approach across all videos
- Can be used to reinforce other messages that may be core to your
- Using a consistent ‘sonic’ (or jingle) adds an additional sensory aspect to your brand
Three things to think about…
Make it a priority for all employees to maintain the brandAccording to Neumeier, “One way to instill a sense of brand identity is to
Develop a consistent
We know that the written tone of voice is important to the
Whether you’re staying true to your brand or delivering a surprise for your viewers, it’s clear that there’s a place for both. By knowing your audiences, having a thorough understanding of your brand and branding and blending the tried-and-tested with the unexpected you’ll be able to present perfectly pitched video content that creates inspiration and motivation and develops a lasting relationship between you and your audience.