How to use whiteboard videos for branding

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A big reason behind the popularity of video marketing is the medium’s effectiveness in achieving relatively specific marketing goals, depending on the style, format, and type of video used.

There is plenty of room in the medium to create something specifically customized to what you need.

For example, the whiteboard animation style primarily excels at condensing information and conveying data in a way that is appealing and easy to understand for most viewers. That’s what style is for.

But beyond their core design purpose, whiteboard animation pieces also lend themselves to some unique and powerful branding techniques.

Your audience is much more likely to think about and remember your brand when you use visual and design elements that make your content feel unmistakably yours.

So, to get the most out of your whiteboard video, you need to take advantage of these design opportunities. That’s exactly what this article will explain.

How to make a marketing video Memorable?

The more memorable you can make your marketing materials, the more likely your business will achieve the results you want. This is an important marketing principle, especially for video content, which tends to require significant time and resources to produce and properly produce.

But what makes a marketing video memorable?

Content typically appears at the top of the list. Whatever information you share, be sure to do so in a clear and compelling way.

Relevance comes by a close second. The more personal and relatable your video is, the more likely it is to resonate with your audience and stick around.

Next, you can give your video enough character to stand out and give it visual cues that further strengthen your brand.

What is a whiteboard video and how does it work?

A whiteboard video is a type of instruction that uses certain aesthetic cues to get the job done.

In a nutshell, this style features a white background that mimics the titular “white board.” In the foreground, lines are constantly being drawn, taking shape, animating and moving from one drawing to the next, helping to convey a story or message.

This is a deliberately minimalist style that aims to limit distractions while using visual communication elements that help convey complex messages in a highly understandable way.

It has become quite popular over the years as it provides a reliable way to deliver large amounts of data in a way that viewers will remember.

The problem, however, is that the streamlined nature of whiteboard videos can appear “simple” to the untrained eye. This can result in uninspired work that doesn’t capture your audience’s attention or doesn’t fully represent your brand or message.

Yes, in essence, the formula for whiteboard videos is very simple. It simulates a line illustration drawn on a plain white background and animates and transitions to convey the narrator’s message.

But how do the general principles of memorable brand videos we talked about translate into practical design elements that increase brand longevity in whiteboard videos?

Well, we embody them in the script, characters, colors, symbolic elements…

A memorable whiteboard video script is the foundation

Think of your whiteboard video script as the structure on which everything else is built. As such, scripts are the first major element you can customize to start honing your video’s branding capabilities.

The good news is that this is an instructional video of sorts, so there’s already a path laid out for you to follow.

The popular three-act structure used by most explainer videos is to begin by introducing the viewer’s problem, introduce and explain the solution in detail, and highlight the potential benefits and call to action. We already offer proven templates. to follow.

However, while adjusting its structure to suit your needs, you should follow some important tips to improve video fidelity.

Keep your language and definitions as simple as possible. Jargon is only okay if you think the vast majority of your audience already uses it regularly.

Talk directly to your audience and frame your script from a second-person perspective (“Do you remember when?”, “On your profile page…”)

Assemble everything into a narrative or story that reflects the core experiences of most viewers.

Flesh out characters that represent your audience

Since most marketing-oriented whiteboard videos rely on a core narrative to convey their message to their audience, they also use characters to bring that narrative to life.

These characters give you a greater opportunity to create something that resonates with your audience on a more personal level than most other visual elements that appear.

Granted, these cartoon characters are just abstract representations of generalities, but if you’re creating content that appeals to a specific audience, that group probably has a lot in common and characteristics. Yes, it should give you an idea of how the characters in the video will look and behave.

This is exactly why experienced video production studios tend to do a lot of audience research before developing assets for animated videos. The goal is to truly understand the audience for your video and model that element in a way that your audience will find appealing and representative.

The better you are at creating visually interesting characters that allow you to reflect yourself to your audience, the more appealing and memorable those characters and their messages will be to your audience.

A black and white canvas where color helps make a lasting impression

A classic recipe for whiteboard video style is an animated illustration with black lines on a white background. There’s a good reason for that!

Aimed to mimic an atmosphere similar to a typical “classroom explanation,” this distinctive minimalist approach minimizes distractions and focuses the viewer’s attention on what is being explained. The purpose is to concentrate. This allows you to create works that make it much easier to condense and communicate large amounts of data in a short amount of time.

However, although this particular style relies primarily on this black and white setup, color still plays an important role.

You can and should choose from your brand’s color palette, especially the main colors that represent your company in most marketing content. Then use it to accent or highlight important on-screen elements that are intricately tied to your company, solution, or message.

Using this simple technique, you can start building a visual narrative that subtly injects your brand into your video’s story and establishes an implicit connection between your content and your company in the minds of your viewers.

Introducing your logo in a meaningful way

Just as you want to display your brand’s key colors in a meaningful way, introducing your logo at the right time and in the right way can do a great job of tying your whiteboard video to your brand. .

Returning to the three-act structure that most whiteboard videos follow. It has become a common and useful practice to use a logo as part of an illustration to represent a product or solution as you move into the second act of your work.

This allows you to bring your brand to the forefront without making it feel forced or cheesy. More importantly, by tying the company’s logo to the video’s story in this way, he is able to form a relationship between the two in the viewer’s mind, allowing him to see the product and brand as a single entity long after viewing. more likely to be remembered.

Essentials of whiteboard videos for branding

All types of marketing videos have unique attributes that make them better at certain tasks than others.

Whiteboard videos are primarily a medium that excels at engaging viewers and conveying a lot of information in a short amount of time.

But with the right visual and production elements to properly brand your work, you can even carry your company’s banner on your whiteboard video, ensuring that your audience continues to remember you long after they’ve watched it. can.

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