What is Brand Video?
Key Takeaways
- Its subject is the brand: its purpose, its people, its story and the change it makes for customers.
- It aims at recognition and trust more than an immediate sale.
- It carries the brand’s voice, look and personality, so it should feel of a piece with everything else the business publishes.
- One core film can be cut into shorter pieces for a website, social channels, presentations and recruitment.
Understanding Brand Video
Most business video is functional: a product demonstration, a tutorial, an advertisement for an offer. A brand video steps back from any one of those to answer a broader question, which is why this business exists and why someone should care.
Because it is about meaning rather than features, it depends on story. The strongest brand videos centre on a real tension, a customer, a founder or a problem the business exists to solve, and let the brand emerge from it rather than listing claims over stock footage.
A brand video should be planned from the brand strategy. Purpose, positioning, personality and audience decide what the film says and how it feels; without them it tends to become an expensive general introduction that could belong to any company.
Related Terms
- Video Marketing
- Brand Storytelling
- Brand Personality
- Brand Awareness
- Brand Identity
- Content Marketing
Frequently Asked Questions (FAQs)
How is a brand video different from a product video?
A product video shows what something does. A brand video shows who the business is and what it stands for.
Where should a brand video be used?
On the website’s home or about page, in social channels, in sales and pitch presentations, at events and in recruitment.
How long should a brand video be?
Long enough to tell one clear story, and no longer. Shorter cuts are made for channels where attention is brief.
This term is treated at length in What is a Brand Video?.