FIGARODIGITAL.CO.UK
SIMON BAKER, BUSINESS DEVELOPMENT DIRECTOR, ITN PRODUCTIONS
COMMENT STATISTICS
THE TOP 5 HASHTAGS ON INSTAGRAM ARE
CURRENTLY: #LOVE
#
INSTAGOOD #
ME #TBT #CUTE
#BORED COMES IN AT NUMBER 39, #FUNNY AT 42, WHILE #BEST BRINGS
UP THE REAR AT 100. SOURCE: HUFFINGTON POST / WEBSTAGRAM
CHANNEL BRANDING WITH ONLINE VIDEO
Consistency is key, says ITN Productions’ Simon Baker
Being
positioned, as I am, between a
news broadcaster and production company has its advantages. I recently came across a gap that even some of the most established brands don’t seem to have noticed. The importance of bringing their brand on screen in a consistent way.
In the broadcast
AS OF APRIL 2013, THE FASTEST GROWING BRAND ON FACEBOOK, JUDGED ON ‘LIKES’,
WAS SMIRNOFF. SOURCE: SOCIALBAKERS
industry this is known as ‘channel branding’, and it’s something that broadcasters have been taking seriously for years. We all took note earlier in the year when ITV re-branded, and every now and then we see great channel identities on the telly; More4 is one of my favourites.
12 issue 17 may 2013 Broadcasters have long
understood the opportunity channel branding opens up to continually promote themselves in a clear, consistent and engaging way. However, in many brands’ eagerness to respond to the growing demand for online video, some are not taking channel branding seriously when creating content. A lot of time
and money is invested to create a brand identity and print brand guidelines. But as soon as you move into the on-screen space the brand takes on other attributes, like space, movement and time. So these guidelines are no longer relevant. Production companies often try to fill this gap with their own interpretation of how the brand should look and act on screen. But when different
GOING
ON-SCREEN IS AN OPPORTUNITY TO REDEFINE A BRAND”
agencies are used content can appear with inconsistent branding, which could damage the brand. Going on-screen should be seen as an opportunity to redefine a brand. To create a richer brand experience, communicating brand values visually and to allow brands to ‘own’ their content. On-screen branding doesn’t have to be complicated or expensive, it just needs to be well thought out and applied consistently. This could be done by simply creating a ‘toolkit’ of video branding elements and a set of guidelines to go along with them,
for any production company to use.
A good example of a
brand getting it right is Virgin Active, who are ramping up the amount of content they create and have recently starting using a logo ‘sting’ on all of their social media content.
But the visual identity is just the start. If I say Intel, what sound comes to mind? Creating an easily recognisable audio signature is also
great way to reinforce the brand experience. So, what does your
brand sound like?
itnproductions.co.uk
UPFRONTS
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