A short story about the perils of operating without video guidlelines

Video output is ticking along with a steady but slightly incoherent output. There are always more than the scheduled two rounds of amends taking place (nudging the budget and delaying delivery), but everyone in the company kind of accepts it - “hey, it’s video, what can you do?!”

Although the videos feature the logo at the end and the other visual assets are on brand- the video is still largely indistinguishable from competitor content, and doesn’t really feel like anyone in particular.

Uh-Oh..

Project budgets have been tallied up at the EOY, and video keeps overspending due to most videos ending up on version seven with post sign off changes to text, font size, transitions, camera moves and other tinkering. To make matters worse a rival company has been awarded “omnichannel experience of the year” for their cohesive look, feel and tone of voice across all of their video content touchpoints. Oof.

After a lot of finger pointing and arse covering, a thinly veiled threat is issued around the size of the video budget for next year, unless something significant changes in the way the company produces video.

Investment in the future is not necessarily a problem, but a solution must be found to:

1. eradicate inefficiencies in the production process
2. improve brand recognition
3. find some piece of visual defensible territory that stands firm in the face of competition

But then...

The content team start looking for strategies and tools to bring down the amends phases: structured feedback tiers and a robust attitude towards the application of feedback are discussed. When looking into some of the main challenges, it seems that a lack of internal alignment over the mechanics of the videos has been tripping them up. (along with Martin’s unhelpful suggestion that they should have just spent the budget on a decent sized flashmob)

They hit upon the idea that everything their video is, should be more considered and crafted- that even the way the text comes on screen should reflect their brand values, and therefore will help them stand apart from competition. And that this should all be agreed upon, by everyone, up front, somehow…

Unfortunately post sign-off script changes are deemed insurmountable: the team throws their arms aloft and shrugs, unanimously.

Despite being professional marketers with several years of experience under their belts, with a grim acceptance bordering on apology they mutter that it can’t be helped.

That there is nothing to be done about those dang post sign-off script changes.

Nothing.

With a solid plan in place, one bright spark suggests that a set of Video Guidelines be prepared- ensuring every detail of video has been considered and documented well ahead of time. Allowing for input from all necessary areas of the business, and sign-off by all interested parties, the document could be used by all Video Production partners to ensure everyone is on the same page, and that the content comes out looking the same whether it is produced in Capetown or Castleford.

Epilogue:

With the small investment of getting the Video Guidelines done now a distant memory, the team enjoy cleaner and more predictable post production stages, rarely going over budget due to excessive chargeable amends cycles.

All of their video content looks like it was prepared in the same kitchen, and has clear threads running through the various platform adaptations and video cutdowns.

Their brand recognition metrics are up, and the video content oozes their values and vision in an authentic way. Not only demonstrating the clear water between them and their competition, but with a distinctive set of visual behaviours that can only ever be them.

Are you ready to take your video content strategy to the next level?

Do you have questions about video guidelines and their benefit to your business?

Head to www.promise.video