Do’s and Don’ts in Brand Storytelling
There is nothing more important than visual cues when brand storytelling. Visuals tell you everything about a story (barring radio storytelling), so if you mess that up, then the message gets deluded and the viewer becomes uninterested. Here are two don’ts when it comes to visuals in brand storytelling.
· DON’T: USE LOW QUALITY AUDIO OR VIDEO
Having quality audio is imperative to storytelling. If you don’t have good audio then your video is doomed to fail. My COM 390 professor Grewe always used to say, “The most important part of video is audio,” and I totally agree. Your video can be complete crap, but if your audio is bad then people will click off instantly. Even though audio is the most important, video is nearly as vital for brand storytelling. People will associate your brand with images in your video, so if that video isn’t high quality then that is what your target audience will see your brand as.
· DON’T: USE CHEESY IMAGES
Clichés are used constantly in brand storytelling, and it doesn’t work anymore because viewers are becoming smarter and more aware of the content they are consuming. Ellen Desmaris elaborates on this point in 5 Tips for Choosing Images That’ll Make Your Content Engagement Skyrocket: “With a little foresight and strategy, you can pick out high-quality images that will complement your content and outperform cheesy stock photos every time.”
· DO: CATCH YOUR VIEWER’S EYE IMMEDIATELY
In the age of social media people lose their wonder of a video in 5–10 seconds if it doesn’t catch their eye. To combat this, you must interest your viewer fast. Red Bull is famous for catching prospective consumer’s eyes with flashy extreme sports action shots such as awesome skateboard tricks or even free falls from space. Interest your viewers quickly or they will just click on another video on the suggested list
· DO: BE CONSISTANT WITH YOUR BRAND
Consistency is key in branding, and that is true with storytelling as well. Whether it is a cool graphic that ends a video or a logo in the corner of an Instagram post, consistency helps viewers recognize your brand. Consistency in political ideologies is also important. For example, Patagonia has recently tweeted multiple images of women at the work place and noted the importance of equal pay. If they were to reverse their political ideals and say that men should be paid more they would be sure to receive backlash from their myriad fans.