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HOW TO: Create video brand guidelines

Developing brand guidelines is a well-known fundamental. But how do they translate to video content? Simon Baker, business development director at ITN Productions, offers eight tips on how to create video brand guidelines     

The media landscape has changed. As brands respond to customers’ ever increasing demand for engaging video content, many are forgetting the basics of marketing – to ensure they constantly build on their brand, giving a positive brand experience no matter what the platform or medium the message is in.

Most companies have well-established print brand guidelines, but as soon as they start to create video content those guidelines leave big gaps in how the brand should work on screen. This is resulting in some of the largest brands publishing content that is inconsistent or poorly branded.