Because every customer story reflects on your brand and the customers who agreed to share their experiences.
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Consistency in your video is important for a number of reasons. It might be just because you want to reflect your brand in the same way across all the content you’re making, you want the right quality of the content that you’re making, but it’s particularly important when it comes to customer advocacy.
Imagine you shoot a customer story with one of your customers in London, and it looks fantastic. Production value is very high. There’s no mistakes, and it gets some great engagement online.
But then you go and shoot another customer story, maybe somewhere else in the country or somewhere else in the world, and it’s not quite as good. It doesn’t look quite as good. It doesn’t flow as well. Maybe there’s even some mistakes in it.
Imagine how that customer is going to feel when they watch the film that you’ve made with the other customer that looks fantastic, and theirs isn’t quite the same, or isn’t quite as good.
You have to think about that quality and consistency. It’s not just about your audience, it’s also about how it affects the customers that you’re working with.
So, make sure that you’ve got solid brand guidelines, maybe a strategy playbook, so that whoever you’re working with, wherever it is in the world, understands what’s expected of them when they’re making the content for you.
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