Skip to main content

They Ask, You Answer Mastery

A coaching & training program that drives unmatched sales & marketing results.


Sales Performance Mastery

Improve the competencies and close rates of your sales organization.

Web design

Website Mastery

Web design, development & training for your team.


HubSpot Mastery

Everything you need to get the most from HubSpot.

AI Mastery

AI Enablement Mastery

Unlock the power of AI in all aspects of your revenue operations.

Discover how IMPACT’s services can help take your business to the next level. Book a free 30-minute coaching session Book a free 30-minute coaching session
Learning Center
Learning Center

Learning Center

Free resources to help you improve the way you market, sell and grow your business.

[NEW] The Endless Customers Podcast is now available everywhere. Learn how to earn trust & win more customers in the age of AI. Listen Now Listen Now

Free Assessment: How does your sales & marketing measure up?


Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.
Alex Winter

By Alex Winter

Feb 12, 2024


Video Marketing YouTube Marketing Branding Video for Sales Advanced They Ask, You Answer Endless Customers Podcast
Join 40,000+ sales and marketing pros who receive our weekly newsletter.

Get the most relevant, actionable digital sales and marketing insights you need to make smarter decisions faster... all in under five minutes.

Thanks, stay tuned for our upcoming edition.
Video Marketing  |   YouTube Marketing  |   Branding  |   Video for Sales  |   Advanced They Ask, You Answer  |   Endless Customers Podcast

How to Create a 'Video Brand Style Guide' for Your Business

Alex Winter

By Alex Winter

Feb 12, 2024

Whatever you sell, your customers want to see it in videos. It doesn’t matter if you’re service or product, B2B or B2C, or small or large. According to research from HubSpot more than 90 percent of buyers say they want to see more videos from brands.

But there are right ways and wrong ways to “do” video. In other posts we’ve covered the types of videos you should produce, but there’s something more high-level you need to remember: Your videos need a consistent look and feel to them so that your audience recognizes your brand. 

To do this, you need a brand style guide for video. Below, we’ll explain what that is and how you build one. 

What is a brand style guide for video?

At the surface level, a brand style guide is a set of rules and norms that covers the way your videos are produced. It contains specifics around traditional brand elements (colors, fonts, etc.), as well as information about style (types of music, structure etc.). 

The style guide is a roadmap for consistency, and it ensures that every video you produce stays true to the core identity of your brand. According to video expert Zach Basner, “It’s about standardizing what you do and what you do not do.” These are the rules you’ll go by so that your video content all looks like it belongs together.

A brand style guide is a set of rules and norms that covers the way your videos are produced.

At the same time, while you want your brand style guide to be thorough, it shouldn’t be too rigid. 

Think about it this way: Your business might produce several different kinds of videos — event promos, customer testimonials, and product demos, for example — that will all end up looking a bit different. 

Your brand style guide should provide guidelines so that videos look enough like each other to be consistent… but not so much so that they look indistinguishable. 

Remember, consistency builds trust. Monotony builds apathy. 

How to know if you need a brand style guide

If you’re just getting started with video, you probably don’t need a brand style guide just yet. Zach tells his clients that they should produce videos for about six months before they actually make the guide. This should be a time of experimentation and social listening. See where your audience members are, how they consume content, and what resonates with them.

"You should produce videos for about six months before you actually make a brand style guide."

Zach Basner | IMPACT Coach

Early on, says Zach, businesses should focus on marketing to let people know they exist. Branding comes later. 

Developing your guide

This guide is important, so don’t rush it. You don’t want to just throw something together. At the same time, you don’t need to pause all video activity until you have it nailed down. 

Don’t be intimidated, thinking you need to create something super formal. Says Zach: "Style guides sound really fancy, but really what we're doing is we're just standardizing, what do we do and what do we not do, so that when we get to actually filming the video or designing the asset, we know what the rules are."

Here are a few guidelines to help you:

  • Experiment and gather feedback: You don’t have to develop your style guide in a vacuum. Listen to your audience! Check out videos you’ve produced in the past. How have people reacted? Which ones feel the most “like you”? Choose a few videos and use them as a template.
  • Get inspired: Look at brands you admire and see what you can learn. Just remember, it’s good to seek inspiration from other brands, but don’t seek to duplicate. Find your unique style.


  • Focus on the technical stuff: If you ask brand managers, they’ll tell you how important design is to your brand. This means colors, fonts, shapes, and overall style. But you probably don’t have to build these from scratch…
  • Align with your core values: Chances are your organization has core documents like a mission statement or a purpose. You might also have other guideline documents for branding or written content. If these exist and are agreed upon by the company, lean on them as you develop your video brand style guide. 
  • Talk to stakeholders: Spend time with key constituencies (company leaders, customers, members of different teams) and ask what makes yout company different from other companies. Pretty quickly, you’ll see trends emerge. 

Once you gather all this data, you can start to codify it into an official document. Just be sure to gather feedback at a few points the way. 

Regularly review your content and style guide to identify areas for improvement and ensure your videos continue to align with your brand and audience expectations.

Your video marketing strategy

Video content lets your customers get to know you before they ever pick up the phone or fill out a form. When they know you, they start to trust you. And, as we say all the time, won’t buy from you if they don’t trust you. 

At IMPACT, we believe video should be woven into your culture. Video should be how you communicate: on social platforms, on your website, in sales emails, and in internal communications. 

But you can’t really create a culture of video until you have the founding documents that ensure quality and consistency. A brand style guide for video is the must-have primer to keep your videos looking and feeling consistent. 

Use the guidelines above to build a guide that’s suited to your needs. If you’re stuck, reach out for a free coaching session with on of our experts here at IMPACT. We help businesses put trust at the center of their marketing and sales 

Related Articles

Video Marketing: 13 Tips for Creating More Professional Video Content

February 15, 2024
Megan Lang Megan Lang

Building a Healthy ‘Culture of Video’ At Your Company

February 14, 2024
John Becker John Becker

How to Create a 'Video Brand Style Guide' for Your Business

February 12, 2024
Alex Winter Alex Winter

Real-world Marketing: How One Videographer Shot 65 Videos in 2 Days

January 24, 2024
John Becker John Becker

TOFU Video: Reaching Early-Stage Customers with Your Video Content

November 13, 2023
Alex Winter Alex Winter

20 Best Video Editing Software and Apps for Any Budget in 2024

November 9, 2023
Megan Lang Megan Lang

The Selling 7: Sales and Marketing Videos Guaranteed to Get Results [+ Examples]

November 5, 2023
Alex Winter Alex Winter

Video Marketing: What Your 2024 Business Video Strategy Must Include

October 30, 2023
Alex Winter Alex Winter

How To Manage a Videographer — If You Don't Have Video Experience

October 26, 2023
Alex Winter Alex Winter

Create Better Website Videos by Avoiding These 3 Mistakes

October 25, 2023
Alex Winter Alex Winter

Winning with YouTube Shorts: Mastering the Algorithm on the Front Lines

October 23, 2023
Marcus Sheridan Marcus Sheridan

7 Video Production Equipment Essentials Your Business Needs in 2024

October 1, 2023
Alex Winter Alex Winter

How to Make High-Quality Sales Videos, Even On A Budget

September 28, 2023
John Becker John Becker

Authentic Video Marketing in The Age of Deepfake Technology

September 27, 2023
John Becker John Becker

Why Short-Form Video Is a Vital Tool for Reaching Your Audience

September 25, 2023
Alex Winter Alex Winter

Need to Set up a Killer Office Video Studio on a Beginner Budget? Here's What to Buy

April 6, 2023
Zach Basner Zach Basner

4 Smart Tips for Exploring YouTube Shorts for Your Business

March 30, 2023
Alex Winter Alex Winter

4 Tried-and-True Tips for Using Video in Sales Prospecting

January 19, 2023
Alex Winter Alex Winter

4 Videos That Will Streamline Your Sales Process — And Don’t Require a Videographer

January 18, 2023
Zach Basner Zach Basner

The Selling 7: How to Make an Amazing 80% Video to Speed Up Your First Sales Call (+Examples)

September 8, 2022
Zach Basner Zach Basner

The Hidden Costs of Successful Video Marketing

August 11, 2022
Alex Winter Alex Winter

4 Reasons You Shouldn’t Hire a Third-Party Video Company

July 11, 2022
Alex Winter Alex Winter

Personalized Video Marketing: How To Turn Leads Into Customers

June 30, 2022
John Becker John Becker

10 Website Homepage Videos That Leave a Great Impression

June 6, 2022
Alex Winter Alex Winter

How To Create an Effective YouTube Marketing Strategy

May 19, 2022
Alex Winter Alex Winter