Image Enhancement: Your Brand on Video

If you’re like many of us during this unusual business climate, you’ve spent more time in video meetings than ever before. Virtual meeting rooms are the next best thing to being there — as are live-streamed events, video presentations, and other tools that simulate face-to-face while we shelter in place.

Video is great for staying connected with customers, employees, and your industry — offering a real-time way to keep stakeholders up to date. And whether you’re presenting a PowerPoint to leadership or simply checking in with a customer, there are some simple things you can do to put you, your organization, and your brand in the best light.

FLIP THE SCRIPT

You can do much more with live video than hold meetings. Consider hosting a Q&A chat with customers, sharing how your company is serving your community, or live-streaming an event.

DON’T CHANGE FOR THE CHANNEL

Just because we’re all working from home doesn’t mean we should leave professionalism at the office. You can be authentic and relatable and still stay on brand. Be mindful about what you say and how it may be interpreted in the current context.

TRY THESE TECH TIPS

Whether you’re using a desktop, a laptop, or a smartphone, there are some basic things you can do to ensure people hear you loud and clear.

• With smartphones, it’s all about stability. Use a tripod if you can — or simply keep your phone close to your body to minimize movements.
• Switch your phone to airplane or do-not-disturb mode.
• Lighting is critical. Indoors, try an inexpensive lighting kit designed for online content creators — or simply face a window to capture the sunlight. Either way, the light source should be placed behind your device. If there’s a window or other light source behind you, turn away — or close the blinds to avoid backlighting.
• Unless the smartphone has dual lenses, don’t use the zoom feature — it will pixelate the image. Instead, just move the device closer to the subject.
• Use the exposure lock (AE/AF Lock) to maintain a consistent lighting level.
• Consider using an external microphone positioned close to you. There are a variety of wireless mics — and even earbuds — that will pick up your voice better than an on-board microphone.
• If you’re recording a video to be viewed later, use an editing tool to correct errors and optimize the audio and video.
• When you’re in a meeting on a platform like Zoom, remember to look at the camera. It may feel natural to look at other callers’ faces, but look into the lens if you want to mimic eye contact.
• Adjust your device so the camera is at eye level. Ideally, position yourself with your chest, shoulders, and head in the frame — not just your face. Standing is okay too, and it can make you seem energetic and authoritative.

PROJECT YOUR BEST

Chemistry is real. Studies have shown that body language and delivery have a greater impact on an audience than even content. For more on that, check out this fascinating article from Fast Company. Meantime, these are some essentials for building rapport with customers, peers, and others.

• Consider doing a few test runs to work out any potential technical issues.
• To help others maintain focus, clean up the area behind your computer or phone. De-cluttering the background includes minimizing off-camera noises and other distractions.
• Don’t multi-task. If you need to step away briefly, mute your audio and video.
• Don’t eat.
• Consider your environment and dress. Show you’re a professional who can be trusted. Wear work-appropriate clothing and move your home office out of the bedroom.
• Find a quiet space and give family members a heads-up that you’re filming or on a video call.

 If the idea of navigating the ever-growing number of media options seems overwhelming, remember that it all comes back to this: Know your audience, clarify your message, and deliver it consistently. Let’s talk — and we’ll show you how we help clients do just that. May we suggest a video meeting?