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Creative Branding Today: Make Your Company Stand Out With Video
Producing effective brand media is both an art and a science. It’s also a process that’s always in flux, and changing to meet the content creation trends of the moment. Companies remain committed to producing big-ticket digital marketing materials like custom videos, but evolving norms, including a shift away from internal video departments, are changing the way they do so.
A newfound commitment to extreme efficiency, inspired by the availability of simplified content creation methods, like the use of generative AI (GenAI), has raised concerns that creative branding may be dying out.
The situation isn’t that drastic. There’s still room for your company to produce a powerful creative branding strategy that reflects its unique identity and makes a lasting impression. However, the way you go about this process may have to change with the times. Here’s how.
See how brands are harnessing human creativity in the AI era.
What Goes Into Effective Creative Branding?
Creative marketing means working with the available resources to create consistent materials that fit — or even shape — your company’s overall brand identity. Digital marketing materials from long-form videos to social media clips, custom imagery and more should all be part of a centralized creative strategy, codified in a brand playbook.
Having that playbook to guide the look and feel of all your visual marketing materials can ensure you keep a strong brand identity even as you cross mediums. It’s especially important today, as companies shift more of their complex content creation to third parties. You and your creative branding agency can work from the same playbook, ensuring internal and external content meshes perfectly.
A few of the specific mediums that you should be ready to work in include:
- Graphics: The graphic design of your web content should convey your unique identity and brand personality, whether that means focusing on illustration, using stock photos or choosing custom photography.
- Social media marketing content: Each social media post across platforms must have your unique point of view, following guidelines laid down in your brand playbook.
- Video of all kinds: There are so many types of video content available today, it can be challenging to keep them all in line with your creative brand. Recurring elements like reused animated intros and outros and custom B-roll of your people and office can help you create brand consistency.
Rather than letting the latest wave of creative branding trends disrupt your commitment to consistency and clarity, you can roll elements like GenAI-aided production workflows, user-generated content, influencer marketing contributions and third-party marketing agency content into your overall strategy. Your creative branding strategy, as laid out in your brand playbook, is the North Star for these efforts.
What’s the Impact of Powerful Creative Branding?
Once you’ve begun producing consistent brand content and exploring the intersections between tech and brand creativity, how will this help your brand? The primary advantage is the ability to stay current and relevant as overall marketing trends change and consumer preferences shift.
A strategy that is creatively unified but flexible in terms of media and production workflows can shift from year to year. For example, recent interest in efficient video production aided by GenAI can smoothly integrate with your video production strategy if your internal video team or third-party marketing agency has been keeping up with the latest developments.
The rewards of using this kind of branding, unified by a reliable aesthetic yet incorporating cutting-edge elements, can include customer loyalty, as viewers remain engaged with your materials and can always recognize your brand personality. A video using drone-filmed establishing shots or stunning 8K photography can win viewers over with its creativity and leave a lasting impression, while familiar aesthetic touchstones can keep brand recognition strong.
Getting Started With Creative Branding
The current age of creative branding is clearly transitional. The era of focusing on in-house production is waning, and new priorities are arising. However, the need for a strong brand strategy and interesting content remains. How you approach this era is up to you, but as long as you don’t lose sight of your brand positioning among the rapid changes, you’re on the right track.
Creativity is something that people still value in the content they consume, so there’s a motive to keep producing marketing materials that suit these preferences. By using the methods and materials available to you, you can keep your unique identity strong in videos and other visual content.
Read our eBook to see more about creative branding as part of video strategies.
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