Video content can be a highly effective way of reinforcing brand identity, and so new videos are often published following changes to a brand’s language or visual design.When changing their name in 2021, London’s Bayes Business School put video at the centre of their strategy – working with us to produce a series of videos that put the name change into a wider context, and show their commitment to always learning and evolving.
Of the four videos produced as part of this project, the centerpiece is a video featuring City, University of London academic Dr. Lise Butler. Butler explains the thinking behind the name change, acknowledging the Business School’s previous namesake John Cass’ connections to the slave trade while talking about the further ways in which the Business School is interrogating its own past and present relationship with racial inequality.
She counters the argument raised by some that this is an “erasure of history”, by noting that – on the contrary – “[By critically engaging with history], we are adding to it. We are making it richer. This … is absolutely what history is about.”
The other three videos, highlighting the “Voices of Bayes”, reinforce this self-reflexive and analytical vision of history. They feature short interviews with members of the Bayes’ student and alumni community, offering their own individual perspectives on the Business School’s momentous name change and how the decision relates to their experiences with the institution.
Alumnus James Morgon, for example, feels that the new name more honestly reflects the institution that helped him to get to where he is now – working for a non-profit organisation that promotes greater prosperity and opportunity around the globe. And current Master’s student Anusha talks about how, as a BAME student, the name change made her feel more heard and included by the university.
As well as being a perfect medium for showcasing your new branding – whether that be a new name, a new logo, or a complete visual overhaul – video can also be a great way to add context for the changes you’re making. As we can see from the Bayes Business School project, video can communicate the meaning behind your brand and historically document key moments in an institution’s life.