In last month’s blog we talked about building your brand identity through regular
video content. This month we’re going to take a look at getting the tone right, which
is a big part of your brand identity.
If your brand is saying one thing but your tone is coming across saying another,
you’re in trouble. Nobody needs provocative content from a firm of accountants, or
relentless cheer from a funeral director. If something jars, viewers will scroll past
immediately because it won’t sound authentic, and authenticity is absolutely
essential.
Here are our tips for making sure your tone hits exactly the right note:
Work out what your video needs to achieve
Let’s assume you’ve sorted your brand identity. You now need to sort out exactly
what your video is aiming to accomplish. Do you want to attract more members for
your golf club, launch a new product or increase followers on your social media
platforms? Once you have a concrete aim, that’s the first step in place to establishing
the right tone to achieve it.
Now look at your target audience
If you aren’t sure who your target audience is then you’re not going to get the tone
right. It has to be calculated to appeal to exactly the right demographic, whether
that’s Gen Z, baby boomers, homeowners, women, city dwellers, CEOs, possible
charity donors, or even people who definitely need a new type of washing machine
but may not know it yet.
It’s quite an art to narrow it down sufficiently, because there are always plenty of
crossovers. But no business can be all things to all people, and those that try usually
come unstuck.
Work out the script
The tone will be set by what’s in the script, so it needs to be spot on. We’re always
mentioning the importance of the story in a video, so ensure the story will hit home to
your specific audience. And, as we also keep saying, you only have about three
seconds to grab a viewer’s attention.
Now’s the time to fix the tone
So, you’ve done all these things. To be honest, by this stage your tone should pretty
much have picked itself. You know your business and what you want to achieve with
your video, you know your demographic and your script is ready and waiting.
If you’re targeting a younger audience, humour can be especially effective. A recent
survey* found Gen Z responds most to ads that make them laugh, while relatable,
inspiring and authentic content also performs well. We did tell you authenticity is
important!
However, a touch of comedy isn’t suitable for everything. If you’re wanting to tell the
world about a new healthcare policy or mortgage offer, you may want to ramp up the
drama and go for a more serious tone which can help emphasise how the product
can transform someone’s life for the better. A luxury brand like a high-end sports car
will benefit from a different type of drama – aspirational, exclusive, high-performance
exhilaration.
An artisan bakery or organic veg box business needs a more natural and inviting
tone, oozing authenticity, intimacy and a passion for traditional. Solicitors and
bankers need authority and professionalism, whereas a charity can use emotion and
empathy to encourage a human connection and a sense of hope that a donation will
make a genuine difference.
We can’t over-emphasise how important it is to pick the right tone. Get it spot on and
the whole video will instantly come alive. Get it wrong and you’ll be lucky if anyone
bothers to watch after the first few seconds.
OK, that’s the tone fixed. Anything else?
Yes – you’re not done yet. You need to establish the tone by setting the background
mood. This means the right lighting, whether you want a bright and airy feel, warm
golden tones or cool blue ones, moody and mysterious shadows, natural light or
dramatic highlights. And of course there’s the music, which is crucial in creating an
emotional response, but also has to be pitched right for the viewers you’re chasing.
Sorted!
A good video sticks in viewers’ minds long after they’re watched it. It’s personal. Get
the tone right and casual scrolling will hopefully turn into the ultimate goal of active
engagement.
Hopefully having read this you’ll be convinced that a video with the perfect tone is
exactly what your business needs. In which case, what you also need is input from a
highly creative professional video production company . . .
Why not contact us?