How to Create a Brand Video That Stands Out

What is a brand video?

A brand video is a type of video content that promotes a brand, its products and services, as well as its values and mission. Its main goals are to raise brand awareness, build credibility, engage with current and potential customers, and increase sales.

The brand video tells a story about the company, its products, and services. Moreover, it connects with its viewers emotionally and establishes lasting customer loyalty.

A brand video can take many forms, such as commercials, video ads, explainers, or animated and documentary-style videos. Usually, companies share these types of videos on various social platforms, such as their website, social media, or in email marketing campaigns.

Why should you use a brand video?

You can use a brand video for multiple purposes, according to your video marketing goals.

Tell your brand's story

You can establish a long-lasting connection with your target audience when your video explains your brand’s history, mission, and values.

Promote your products and services

A brand video will help you convince potential buyers to purchase your products and services by demonstrating their features and benefits.

Engage with your target audience

You can establish a personal and emotional connection with your clients by encouraging them to share their love for your brand and their own experiences with your products and services.

Increase your website's traffic

Your business can drive more traffic to your company’s website, especially if you include a powerful call-to-action in your video.

Improve your SEO rankings

By using the right keywords and linking your video on your website, you can increase your business’s search engine rankings and boost its visibility on the Internet.

Consequently, a brand video is a powerful tool to include in your overall marketing strategy to promote your brand, improve your company’s image, and drive impressive sales. By creating engaging and compelling video content, you will effectively reach your target audience.

How To Create A High-Quality Brand Video in 11 steps

Do you want to create a brand video but are new to the video production process? Then, you’re in the right place. With the right tools and a clear process, you’ll be able to create a branded video tailored to your marketing needs. Here are some tips to help you create a brand video.

Start with a Clear Goal and Purpose

Before starting your video production process, set clear marketing goals. It’s crucial to define the purpose of your brand video. You should ask yourself what you want to achieve with your video. Common goals might include:

• Building brand awareness
• Introducing a new product or service
• Telling your company’s story
• Educating your audience about your offerings
• Driving customer engagement or conversions

Once your goal is clear, ensure that every part of your video aligns with this main goal. Having a well-defined purpose will also help you measure the success of your video after its release. For example, if you want to build brand awareness, your video style will focus more on storytelling and emotion rather than a direct call-to-action.

Understand and Define Your Target Audience

The success of any brand video depends on how well it resonates with its intended audience. To create a video that stands out, tailor your content to the preferences, pain points, and interests of your audience. Start by creating detailed buyer personas to understand:

• Demographics (age, gender, occupation, etc.)
• Psychographics (values, interests, lifestyle, etc.)
• Challenges they face and how your brand can solve them

Knowing your audience allows you to craft a message that is relatable and emotionally engaging. For example, a video aimed at millennials might feature quick, snappy cuts, an authentic tone, and possibly focus on social issues that resonate with this demographic.

Actionable Tip:

Conduct surveys, analyze your existing customer data, and look at your social media insights to better understand your audience's needs and preferences.

Craft a Compelling Brand Story

At the heart of every standout brand video is a strong narrative. Your brand’s story is the foundation that creates an emotional connection with the audience, which is essential for retention and engagement. A compelling brand story should answer the following questions:

• Who are you as a brand?
• What problem are you solving for your customers?
• Why should your audience care about your products or services?
• What are your values and mission?

To make the story even more powerful, highlight the human elements—customer testimonials, founder’s journey, or how your product improves lives. Audiences are more likely to remember a brand that tells a relatable, human story.

Here is an example of storytelling structure:

• Introduction: Set the scene or present a challenge your target audience faces.
• Build-Up: Introduce your brand as the solution or a unique player.
• Climax: Showcase how your brand solves the problem in a compelling way.
• Conclusion: Leave the viewer with a lasting impression, ideally tying the narrative back to your brand’s mission or value proposition.

Define Your Brand’s Visual and Tone Identity

Your brand video should visually and tonally reflect your brand identity. Every color, frame, soundtrack, and spoken word should align with how you want your brand to be perceived.

Visual Identity:

Choose visual elements (such as colors, fonts, and imagery) that align with your overall brand identity. For example:

• A luxury brand might opt for clean, high-quality visuals with a sophisticated color palette.
• A tech startup might choose vibrant colors and fast-paced editing to reflect innovation.

Ensure your visuals reinforce your brand identity and enhance the emotional resonance of your story. Consistency is key, so your brand video should feel like a seamless extension of all other branding materials.

Tone and Voice:

• Your brand’s tone of voice should match the message you're trying to convey. For a tech product aimed at millennials, a casual and conversational tone might work best. If you are targeting high-level executives, a more formal, professional tone may be appropriate.

Create an Engaging Script

A well-written script is the backbone of any good brand video. It should communicate your core message clearly, but also be engaging and concise. Keep the script tight, focusing on delivering your message within the shortest possible time while keeping the viewer’s attention. Here’s how to write a script that stands out:

• Hook your audience within the first 5–10 seconds. These initial moments are critical, as viewers will decide whether to continue watching or not. Start with an interesting question, bold statement, or attention-grabbing visuals.
• Keep it conversational. No one wants to listen to a dry corporate presentation. The script should feel natural, as if you’re talking directly to the viewer.
• Use emotional triggers. Emotion drives action, whether it’s humor, nostalgia, inspiration, or even surprise.
• Don’t overload with information. Stick to one or two main points. Too much information can confuse or overwhelm viewers.

Invest in High-Quality Production

The production quality of your brand video plays a massive role in how it is perceived. A low-quality video can diminish the credibility of your brand, while a high-quality video signals professionalism and attention to detail. Key areas to focus on include:

• Lighting: Proper lighting ensures your subjects look their best and your video feels polished.
• Camera Quality: Invest in a good camera or hire professionals with high-quality equipment to capture sharp, well-composed footage.
• Sound: Clear audio is crucial. Viewers are more forgiving of subpar visuals than poor sound quality, so ensure you use professional-grade microphones.
• Editing: Skilled video editing can make or break your video. Pacing, transitions, and timing are important to maintain viewer interest. Special effects, music, and motion graphics can also enhance production quality when used appropriately.

Focus on Emotional and Visual Appeal

A standout brand video engages both the heart and the eyes. It’s not just the message that counts, but also how the message is visually and emotionally presented. Video is a sensory experience, so don't hesitate to use all the aspects of visual storytelling.

• Use slow motion, close-ups, and wide shots to evoke emotion and highlight important details.
• Music and sound design play a crucial role in setting the tone of your video. An uplifting or dramatic soundtrack can elevate the emotional weight of your video.
• Color schemes can also influence the mood. Bright, vibrant colors convey energy and positivity, while darker tones can add mystery or seriousness.

Add a Clear Call-to-Action (CTA)

Even the most visually stunning brand video will fall short if it doesn’t include a clear CTA. What do you want viewers to do after watching your video? Whether it’s visiting your website, following your brand on social media, or making a purchase, guide your audience toward the next step.

The CTA should align with the video’s goal and be integrated naturally into the conclusion. If you want to boost engagement, phrases like “Join us,” “Learn more,” or “Get started” can be highly effective.

Optimize for Multiple Platforms

Different platforms require different video formats, lengths, and styles.Therefore, you must optimize your branded video where it will be shared: your website, your social media platforms (Facebook, Instagram, YouTube, LinkedIn), and others. Key considerations include:

• Length: Shorter videos (30–60 seconds) perform better on social media, whereas longer videos (up to 2–3 minutes) can work well on your website or YouTube.
• Aspect Ratio: Vertical videos work best on Instagram and TikTok, while horizontal videos are ideal for YouTube and websites.
• Captions: Many viewers watch videos without sound, especially on social media. Adding captions ensures your message is accessible even with the sound off.

Promote Your Video Strategically

Creating a brand video that stands out is just the first step. You’ll need a solid distribution strategy to share to the right audience. for example, you may consider these various marketing tactics:

• Leverage social media to share your video organically and boost visibility through paid ads.
• Email marketing: Include your video in newsletters to engage existing customers.
• SEO optimization: Make sure your video is optimized for search engines by using relevant keywords in the title, description, and tags, especially on platforms like YouTube.
• Collaborate with influencers or partners who can help extend the reach of your video.
• Repurpose your video content into blog posts, social snippets, or GIFs to maximize its value.

Analyze and Iterate

Once you have shared your branded video on your platforms, track its performance to understand what works and what doesn’t. You can connect your video to Google Analytics to do so. Otherwise, platforms like YouTube, Facebook, and Instagram also offer detailed analytics. Here are the details you must particularly watch:

• View count and watch time
• Engagement (likes, comments, shares)
• Conversion rates

Use these insights to refine your future video campaigns. Experiment with different approaches to see what resonates best with your audience.

3 Examples of Successful Brand Videos

Do you need inspiration to produce compelling brand videos? Here are some successful brand videos that have performed well according to their marketing purpose.

Google Assistant's Campaign

In this video, Google showcases the features of Google Assistant to complete tasks. It shows you how it can make your life easier, and promotes the product as a powerful tool.

Dove's Real Beauty Campaign

In this video, Dove celebrates the beauty of real women's bodies. By celebrating diversity and promoting a positive body image, this video created a wider conversation around restrictive beauty standards and body positivity. Moreover, it generated a positive brand sentiment and loyalty for Dove.

Coca-Cola's "Share a Coke" Campaign

In this video, Coca-Cola showcased the personalized labels of Coca-Cola bottles. Moreover, it encourages its clients to share a bottle of Coke to promote the brand as fun and social. This video campaign increased brand engagement towards Coca-Cola, and even inspired other industries.

Ready to create your first brand video?

Do you want to create your first brand video but you're new to it? Then, Pitchy will be your best ally. Indeed, we offer you a platform that will help you reach your video marketing needs and goals to create your brand. In particular, we have ready-to-use video templates that will help you produce the video you dream of. If you are interested in our platform, feel free to ask for a demo.