Video is (Part of) Your Credit Union’s Brand Voice

by Jonathan Lay, PTP New Media

It’s just like any other marketing piece. Well, for the most part.

Video.

Sure, I could take a moment to rattle off some statistics about the growth of online video and its impact in the near future. Such as in a few years, 90% of online traffic will be from web videos, according to a CES presentation by Robert Kyncl, vice president, global head of content for YouTube.

And according to YouTube statistics, 72 hours of online video is uploaded to its servers every minute.

But just because the stats illustrate how video will play a larger role in the near future, it does not mean you need to run out of your office, head down to Best Buy, purchase a camera and tripod and produce a Spielberg project for your credit union.

Video is just one component of your marketing strategy that should fit together with your other channels and messaging.

Think about how much effort was put into the redesign of your website. Or the marketing collateral designed for your new loan product launch.

Video production at your credit union should be approached the same way. There should be strategy behind it. There should be some structure behind it. And it should sync with your brand voice.

Here are a few things to think about when talking about brand and video:

• Does the video look and sound like your credit union? Every credit union’s brand has a look and feel to it. From your logo to your marketing messaging, these pieces all play a part in helping to reinforce your brand’s story. And your video should serve the same purpose. Whether it’s on Facebook or on YouTube or on television, your credit union’s video should look and sound like it’s just one part of the credit union’s brand.

• Would your credit union be proud if your video were to run on television? Now, not all videos are created equally and medium does play a role in the execution of how the video is made. But just because you are producing for YouTube distribution does not mean you should casually throw up a poorly produced video. It should look good and sound good. And it should complement your brand. And it should be something you are proud of.

Granted, these are just a few high-level questions when thinking about the role video plays in your marketing and brand strategies.

But by taking the time to make sure your strategies are in place, your credit union videos can ultimately complement and reinforce your brand voice. And not take away from it.