What is a brand video?
Your brand video is the visual voice of your company, showing the world who you are and what makes you tick. It’s not just about selling something, but about creating a clear picture of your brand identity. This type of video is all about sharing your values, mission, and personality with your audience, so they can get to know you on a deeper level.
Why are branding videos important?
Brand videos are powerful because they have a specific goal: They build trust and give your audience a genuine sense of who you are. In a competitive market, that connection can be the difference between being remembered or just scrolling by.
A good brand video does more than just inform, it creates a feeling. And when people feel something, they’re far more likely to remember you.
Check out these awesome video marketing stats from Lemonlight.
Types of brand videos
There are several types of brand videos, each with its unique angle. Here’s how they are subtly different:
1- Brand Awareness Videos
These videos are strategic in their nature since they are designed for brands that need to get their name out there. The goal behind them is to make people aware that you even exist. No hard selling no deep diving, but positioning your brand as a new solution to an audience’s main problem in the goal to get attention.
2- Brand Message Videos
These videos are a little more specific. They focus on what your brand values or stands for. This might be your mission statement or core values, but it’s delivered in a way that clicks with your audience. These videos might be produced around your slogan, your WHY, or any specific point you want your audience to learn about your business.
3- Branded Content Videos
Branded content differ slightly from all the other sub-types because they aim to highlight a specific product, its benefits and how it works, with some social proof. Other types of branded content include long-form commercials with lots of branding per se, or a service video.
4- Personal Branding Videos
Perfect for smaller businesses or individual entrepreneurs, these videos are all about the person behind the brand. It breaks the ice and makes your business more approachable, human. Showcasing the personal side of the business owner, life outside of work, highlight a personal aspect that popular brand videos often miss.
5- Brand Story Videos
A brand story video digs into the story behind the business. How did it all begin? What struggles did you overcome? What’s your vision for the future? Story-based brand videos sometimes overlap with company overviews, but stands out because it gives a viewer a more rounded idea of who your business is.
What is the difference between a brand video and a corporate video?
So, here’s where it can get a little confusing. Brand videos and corporate videos may sound similar, but they’ve got different jobs to do.
Brand Videos
Think big picture. Brand videos talk about who you are as a brand, your values, and your personality. They’re usually more polished, meant to break the ice and inspire.
Corporate Videos
These are a bit more formal. Corporate videos often tackle internal goals, training materials, or high-level company info. They’re often directed at employees, shareholders, or specific audiences rather than the general public.
What is the difference between a brand video and a commercial?
Brand videos and commercials also have different vibes and goals.
Brand Videos
Focus on identity. A brand video doesn’t push for a sale. It’s about brand personality, making sure people feelsomething about you.
Commercials
A commercial has one job: sell something. It’s direct, and it’s clear on what you should do next (usually, “buy now” or “sign up”).
Brand video vs branded content
Brand videos and branded content are close cousins, but here’s how they differ:
Brand Video
Directly promotes your brand, even if it’s more subtle than a commercial. It’s about identity.
Branded Content
Leans towards social proof usually via influencers. Branded content directly demonstrates social credibility via “celebrity” endorsement. It’s brand-driven but doesn’t scream “this is an ad.” Think more “raw” than polished.
How do I decide which brand video i need right now?
Start by answering these questions:
- What do I want people to know about my business right now?
- Can my business benefit from more awareness?
- Do people know that I offer this or that service?
- Do I want my product to get more exposure?
- Do I want to encourage people to schedule an appointment?
Once you get a clear idea of what you need right now, and depending on where your business is in its growing stages, it becomes very easy to pick the brand video style you wanna go with from all the sub-types we highlighted above.
How to create a brand video?
Creating a brand video can be as polished or as simple as you want. First, get clear on your message. Think about what type of brand video will help you get your immediate message across best.
Then think about the vibe you’re going for: is it serious, humorous, inspirational? Get a solid script down, and a professional videography company can help you flesh out the visuals.
Keep it simple and real, and make sure it aligns with your brand’s personality.
What to say in a brand video?
Your brand video should hit a few key points. Introduce yourself, share a core message (like your mission or values), and leave people with a takeaway, something memorable about your brand. Key things to always have in a brand video are:
- Who you’re addressing
- Why you’re addressing them
- Who you are as a company
- Your slogan or company mantra
- What makes you unique
- Takeaway
How long should a branding video be?
Short and sweet is the rule here. Aim for less than 3 minutes, just enough to get your message across without losing attention. If you go longer, make sure every second counts.
You can absolutely go for longer videos, usually corporate videos are between 5 and 10min for example, because these are targeted to a higher intent audience, rather than general viewers.
For social media, definitely go for less than 90 seconds.
How to make a video catchy?
Here again is the job of a professional video production company or experienced videographer.
They know how to build a hook in the first 10 seconds, create an exciting intro, present the meat of your content in a visually exciting way through expert cuts, motion graphics, music and titles.
End with a Call-To-Action (CTA) to drive home what you want your viewers to do after they’re done watching.
How to write a script for a brand video?
Writing a script for a brand video doesn’t mean overloading it with detail.
Start with your core message and break it down into short, snappy lines. Write how you talk, keep sentences short, and add in some conversational language.
Stick to the essentials. And always have a strong ending to wrap it up. A video company will go over your script to pinpoint areas of improvement.
Conclusion
Brand videos are an incredible asset once you know the intricacies of how to create an effective them.
No matter which direction you go with, it all starts with what do you want your audience to know about you right now.
The second part is understanding your unique value proposition and how you stand out. This is not as easy as people think and might take some homework.
Combine your message with your WHY and you’re on your way to make a powerful first impression, and create brand videos that will serve you for years to come.
Memory Mill Media serves as your guide for anything video, and brand videos are our daily thing. We can help you find your WHY, define your message, and develop a plan for a video that communicates both effectively.
If you have an idea that keeps bugging you, a message you don’t know how to get out there, give us a shout and we’ll help you flesh it out!
>>Read next: The Ultimate Guide to Testimonial Videos.
Empty websites don’t convert, our videos do.
Videos make you 53 x more likely
to rank on Google’s first page.
Zach Nassif
Zach is the sharp-shooting force behind Memory Mill Media, producing fearless videos that pump out bigger profits for doctors, lawyers, agencies and production houses. He doesn’t sugarcoat anything: his content hits hard and leaves rivals in the dust. Ready for next-level impact? Zach's got the camera, and the guts, to make it happen.