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After you have decided on the type of video you then must think
about the tone. Do you want it to be:

• Colloquial or technical
• Informal or formal
• Irreverent or traditional
• Competitive or collaborative
• Serious or humorous
• New entrant or market leader
• Creative or corporate

The list will go on and on, which is why it is important to come up
with your purpose and target audience first.

When you are considering the format for your video think about
your current brand and what it is like. You will want to make sure
that your video matches your brand.

This can help make some of the choices easier. For example, if
your brand has a cartoon chipmunk as its mascot, a cartoon may
be a good choice. However, if your company is trying to save the
world from hunger, a more serious documentary style may be a
better choice.

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