In a world oversaturated with ads, brand videos offer a refreshing way for businesses to communicate their vision and values. These videos go beyond mere selling; they create an engaging narrative and tell your brand story in a compelling way.
In this article, we’re going to explore brand videos, what they are, their benefits, and what makes them successful as part of your marketing strategy. Last, we’ll showcase the top 10 brand videos that stand out in this competitive landscape.
These videos exemplify how to effectively capture a brand’s essence in a way that resonates with audiences. They’re not just about marketing products but about building relationships and fostering a sense of community around a brand. Let’s dive in!
What Is a Brand Video?
A brand video is a short video that helps businesses share their brand story, values, mission, or products/services in a visually engaging way. These videos are about storytelling and building a connection with the audience rather than focusing solely on selling a product.
These carefully crafted pieces are designed to increase brand awareness by creating an emotional connection with the audience. This is essential for building a strong brand identity and fostering customer loyalty.
Brand videos vary in format and include engaging commercials, informative explainers, creative animated pieces, and in-depth documentary-style videos. Brand videos serve a variety of purposes, including the following:
- Telling a brand’s story: Brand videos showcase a company’s history and values to establish a deeper connection with the audience. Why? Because human beings are hardwired to respond to stories.
- Showcasing products or services: Through compelling brand videos, a brand can highlight the features and benefits of its offerings, persuasively guiding viewers toward making a purchase.
- Engaging with customers: Brand videos also serve to engage your target audience by inviting viewers to interact with the brand and share their experiences.
What Makes a Successful Brand Video?
Unlike other types of video, your brand video needs to be unique from start to finish. There is no specific formula for brand videos, but below we’ll discuss the essential elements you need to build into a solid brand video.
Clearly defined goals
It’s important to have specific goals in mind when creating a brand video. Are you looking to increase brand awareness, drive sales, or engage with customers? By defining your goals up front, you can create a tailored video to achieve these objectives.
Compelling storytelling
The video’s story is as important as its visuals. You must create an engaging story for your audience.
You must know who they are and what they care about to connect with them. Your story should have an introduction, main body, and conclusion, and provide all the necessary information.
Clear calls to action
Your brand videos should engage and inspire brand awareness among viewers. Your calls to action should be clear so viewers know what to do next.
It could be signing up for your channel or blog, visiting your website, or buying something directly from the video. Ensure it’s communicated clearly at the end of your video so viewers can act quickly.
Brand messaging
This refers to your unique way of addressing your target audience. You need to craft your brand message to speak to your target audience. For instance, you cannot use the same messaging for your B2C clients and your enterprise clients.
This is because corporate-level people will expect a more business-like approach, whereas your B2C audience will want you to sound a bit more fun and casual.
So you have to determine the most appropriate language for your brand videos and be consistent with it throughout every video asset you put out for marketing. For instance, if you’re using videos in your other strategies, such as email marketing, you’ll need to align your video’s messaging with that of the email.
Your style
Just because it’s called a “brand video”, it doesn’t mean it has to be boring. Add some style, personality, and liveliness to your video.
For example, you can combine real video with animation to engage viewers. Psychologist Richard Wiseman’s research shows that whiteboard animation leads to an astounding 15% increase in engagement.
Your positioning
This amounts to a simple question. What is your unique selling point (USP)? If you were to sell a drink that’s very similar to Coca-Cola, how would you get customers to choose yours over Coca-Cola?
You need to anchor your brand in a clear position that makes you stand out from competing businesses.
The Benefits of Brand Videos
From improving SEO strategies to boosting sales, brand videos can help you grow your audience. Let’s dive into five ways brands can benefit from a brand video.
Enhanced brand awareness
Increasing brand awareness is the goal of 72% of brands that create videos. Brands can communicate more effectively with consumers by using video, as viewers can easily capture the key messages and the brand’s vision.
An Insivia study found that viewers retain 10% of a message when they read it in text versus 95% when they watch a video.
Brand awareness videos help companies expand their audience base and attract viewers to their website and social media pages. In fact, 93% of brands got a new customer because of a video they’ve posted on social media, according to Animoto.
Enhanced SEO and website traffic
This stretches beyond the scope of brand videos. It’s about the powerful impact a video has on a website. Most online quests start with Google, and a web page that features a video is 50 times more likely to appear on the SERP than a page without a video.
Google favourably ranks video for online searches for two reasons:
1️⃣ People naturally love videos, and
2️⃣ Videos always explain things better.
Besides sharing your brand values, your brand video also goes a long way toward boosting your site’s SEO effort. Another benefit is that video content increases dwell time on a website, which is one of the most significant ranking factors that Google considers.
Sharing your video content on social media and popular video platforms like YouTube and Vimeo will also help drive tons of traffic to your website.
Boost in conversion rates
As word gets out about your brand, you will start to get more views of your videos, which will result in increased sales. Brand videos facilitate viewers’ attachment to brands, and this moves them closer to a buying decision.
Case in point, 84% of people report that they’ve been convinced to buy a product or service by watching a brand’s video. Plus, 78% of marketers say video has directly helped to increase sales.
Human touch
This is one of the reasons people better engage with video content than any other type of content out there. With video content, viewers can watch and listen to people talking at the same time.
Viewers get an insight into how the company operates and are reminded that real people (like themselves) are behind the brand, not just salespeople or products.
This gives companies a face, a personality (and potentially a heart). This is especially effective when the brand features its team in the video or introduces the founders or leaders of the brand. Ultimately, they can connect with viewers on a human level, which increases customer trust and brand loyalty.
Accelerated buying process
Brand videos also help companies accelerate their buying process and quickly secure deals. The traditional buying cycle takes much longer, as it’s reliant on tons of marketing materials at every stage to get customers to engage with the brand and eventually reach a buying decision.
With thousands of brands online all trying to catch people’s attention, this has grown to prove unsuccessful or, at least, hard.
Videos offer a fast and easy way to get people’s attention, talk to them, as well as entertain and educate them about any product, brand, or service.
According to HubSpot, 84% of consumers have taken a buying action after having watched a video posted by a brand. Not only is it a lot easier to explain things through videos, but people are also naturally drawn to video materials—which qualifies brand videos as a quick way to drive engagement and win customers.
Ten Examples of Brand Videos That Boost Sales
Apple – “Shot on iPhone” Campaign
Apple’s “Shot on iPhone” series showcases the high-quality camera of the iPhone by featuring stunning photographs and videos taken by users around the world.
Why it’s good
This campaign is effective because it demonstrates the product’s capabilities in a real-world context by directly engaging with customers’ creativity and showcasing the practical application of the technology without just listing the iPhone’s features.
Microsoft Build – “AI for Accessibility”
Microsoft is arguably one of the few tech companies of our time that’s videos don’t need any introduction and they can get straight to the point. Microsoft’s brand video shows how their new AI increases accessibility and helps users achieve more.
Why it’s good
An interesting aspect of the video is that it shows how the brand helps even people with disabilities achieve their goals with Microsoft’s new AI accessibility.
The video appeals to viewers’ emotions by depicting scenes of the AI tool empowering people with disabilities and giving them back their smiles. It is an undeniably heartwarming video that emphasizes the brand’s impact.
The product is showcased in terms of how it is changing the world rather than its inherent nature.
Dove – “Real Beauty Sketches”
This marketing campaign is over 10 years old, but remains one of the best of all time. This campaign features a social experiment where a forensic artist draws two portraits of each woman participating.
One portrait is based on the woman’s own description of herself, and the other is based on a stranger’s description. The striking difference between the two portraits highlights how women often view themselves more critically than others do.
Why it’s good
Dove’s “Real Beauty Sketches” campaign effectively addresses self-esteem and the perception of beauty. It resonates emotionally with the audience by promoting a positive and empowering message about natural beauty, aligning with Dove’s mission to challenge beauty stereotypes and encourage real, diverse beauty standards.
Nike – “You Can’t Stop Us”
Nike’s video features a split-screen showing athletes continuing their training and sports during the COVID-19 pandemic, emphasizing perseverance and unity.
Why it’s good
The campaign is powerful and timely, resonating with the global experience of the pandemic. It aligns with Nike’s brand message of overcoming obstacles and it celebrates athletes’ and individuals’ resilience and collective spirit.
Cascade — “The First Time”
Why it’s good
Cascade is a project management system that keeps teams on the same page from start to finish, which helps them get results faster.
The company was able to create a brand video that is both funny and real. The brand video comprises customers’ narratives. They testify about the great help the company has offered them.
They poke fun at project management with dry humor while exposing the problems surrounding it. In doing so, the brand guides viewers through the potential issues they may be experiencing and position Cascade as the software to end their nightmares.
Spotify – “Let the Song Play”
Spotify’s campaign features different scenarios where people are so immersed in their Spotify experience that they continue to listen—even in awkward or unexpected situations.
Why it’s good
This campaign highlights the personal and immersive experience Spotify offers it’s users and connects with the audience’s love for music. The humor and relatability of the situations make the ads memorable and effectively communicate the brand’s message about the power of music in everyday life.
Airbnb – “Made Possible by Hosts”
Airbnb’s series focuses on real stories from hosts and travelers that showcase the unique experiences made possible through the platform.
Why it’s good
This campaign humanizes the brand by focusing on personal stories and experiences rather than just the service itself. It emphasizes the community aspect of Airbnb and the diverse, authentic experiences available through the service.
Lego – “Rebuild the World”
Lego’s “Rebuild the World” campaign showcases children using Lego to build creative solutions to real-world problems, which emphasizes the power of play and imagination.
Why it’s good
This campaign successfully highlights Lego’s core values of creativity and problem-solving. It appeals to both children and adults by showcasing the brand’s potential to inspire and educate through play.
Google – “Year in Search” (2022)
Google’s “Year in Search” series highlights the most significant search trends of the year, capturing the year’s most important events, questions, and themes.
Why it’s good
These videos resonate with viewers by reflecting on shared global experiences. They showcase the power of Google as not just a search engine, but also as a central part of contemporary life and a reflector of global consciousness.
Patagonia – “We the Power”
This documentary-style film by Patagonia focuses on the potential of community-based renewable energy. It features individuals across Europe who are creating renewable energy projects in their communities.
Why it’s good
This example shows that a good branding video doesn’t have to be a short clip. This documentary-style video is a powerful marketing tool that aligns with Patagonia’s long-standing commitment to environmental activism and sustainability.
This high-quality brand video is educational and inspiring, and promotes the brand’s values of environmental responsibility and community empowerment. Potential customers who see this video will be left with a lasting impression of the Patagonia brand.
How to Create a High-Impact Brand Video
Creating brand videos shouldn’t be a headache. You just need to keep your brand and customers in mind at all stages of the video production. You need to ensure the footage reflects your brand views and identity.
Here are a few steps to walk you through creating your own brand video.
🏆 Define the objectives of your marketing video
This is the first step in achieving any results with video marketing. There are plenty of goals you can hit with your brand video.
While most brands seek to increase brand awareness or create a world view of their brands, you can also seek to achieve objectives like sending qualified traffic to your website, boosting conversion, or even showing new hires your company culture.
Figuring out what you want to achieve will help you lay the groundwork for the next steps.
🏆 Understand your audience
This shouldn’t just apply to brand videos. It also applies to all types of content, from online podcasts to written content.
Knowing your target audience will allow you to create a brand video that resonates with them. If your video is irrelevant to your target audience, you won’t generate an impact or achieve any goals with it.
So, you need to spend time learning about your audience and ensure that you create a brand video that truly piques their interest and gets them to watch to the finish.
When creating branding videos, consider these key aspects of your target audience:
➡️ Demographics: Understand the age, gender, income level, and location of your audience. These factors shape how they perceive messages and imagery.
➡️ Interests and values: Identify what your audience cares about and what motivates them, which will allow you to tailor your video content to align with their interests and values.
➡️ Challenges and pain points: Address the specific problems or challenges faced by your audience and show how your brand can provide solutions.
➡️Communication style: Choose a tone and style that resonates with your audience. A casual, humorous approach may appeal to younger viewers, while a more formal tone might suit a different demographic.
🏆 Plan the video
Now that you know what you want to achieve with your video and the audience it needs to be in line with, it’s time you plan and execute it to perfection.
First, you’ll need to develop a creative concept. Brainstorm a concept that aligns with your brand identity and message. This concept should be original and engaging, and set your brand apart from competitors.
Next, create a storyboard and script that details that will guide the video’s narrative flow. This step is crucial to visualize how your story will unfold and it also ensures that all elements are cohesive.
It might be tempting to jump behind a camera or hire some random guy on Upwork to put a video together for you. Don’t! That’s not a move you’d want to make.
Rather hire a professional video production team. They bring technical skills and creative insights, which ensure a high-quality output that reflects your brand’s standards.
🏆 Be consistent with your brand messaging
Branded video content is one part of your overall marketing, brand awareness, and sales enablement materials.
It shouldn’t differ from your other materials or speak differently. You need to align how you speak in your brand video with your overall brand messaging.
Think about this. Are you about having fun? Or are you more of a straight-faced business? You need to stick to your messaging and brand language. This will ensure that your brand is top of mind as the audience views the video.
So, when thinking about the look and feel of your brand video, select images, videos, music, and other assets that resonate with your brand’s identity.
🏆 Incorporate brand elements
Ensure your brand’s logo, color scheme, and other visual elements remain consistent when you integrate them into your video or other marketing materials. Consistent branding helps reinforce brand recognition.
If you have any experience with branded videos, this may not strike you as a surprise. I bet many people don’t even need to read the name Nike; that discreet logo sign is enough for them to know it’s Nike. That’s what you want to achieve here.
Your goal is to get viewers to think about your brand immediately as they click to play the video. Your brand video should match your brand aesthetic. This method lets viewers easily recognize that the video is coming from you.
🏆 Tell a truly compelling story
A compelling story is at the heart of an effective brand video. Storytelling in branding isn’t just about presenting facts or features; it’s about connecting with the audience on an emotional level. A well-told story in a brand video can captivate viewers, make the brand memorable, and evoke a strong emotional response.
To tell a compelling story in a brand video, consider these tips:
✔️ Start with a strong hook: Capture your audience’s attention right from the start. An intriguing opening scene, question, or statement can draw viewers in.
✔️ Focus on emotions: People connect with emotions, not just facts. Craft your story to evoke feelings such as joy, nostalgia, inspiration, or even surprise.
✔️ Make It relatable: Your story should resonate with your target audience. Incorporate elements they can identify with, whether it’s challenges, dreams, or experiences.
✔️ Show, don’t just tell: Utilize the power of visuals and music to convey your message. Show the impact of your brand through scenarios, user experiences, or transformations.
✔️ Include a clear message: Ensure your brand’s core message is evident throughout the story. Avoid making the video too sales-oriented; focus on the message rather than the product.
✔️ Build a narrative arc: Like any good story, your video should have a beginning, middle, and end. This structure guides the viewer through the story smoothly.
✔️ Use authentic voices: Whether it’s customer testimonials, employee stories, or the founder’s origin story video, authentic voices add credibility and depth to your narrative.
✔️ End with a strong call to action: Leave viewers with a clear idea of what you want them to do next, whether it’s visiting a website, trying a product, or spreading the word.
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The bottom line
Brand videos are not just promotional tools; they are storytelling vehicles that convey a brand’s essence, values, and vision.
As we’ve seen, the benefits are vast — from heightened brand awareness to emotional audience engagement.
For businesses looking to craft their own high-impact brand video, the key lies in understanding your audience, telling a compelling story, and infusing every aspect of the video with your unique brand identity.
Whether you’re a startup or an established player, investing in a well-crafted brand video can significantly elevate your brand’s narrative and connect with your audience in a meaningful, lasting way.