What makes a good brand video?

A brand video might be the best way you can spread the message about your brand.

You can communicate your story, how you fix problems, your personality and style all in 1 minute.

The best thing, you are showing not telling.

Now we aren't here to sell you on brand video, it's not 2001 so you should understand what a good brand video can do for your brand.

This article is all about making a great brand video.

Oh by the way, we make a decent brand video ourselves, check out our brand video for Ormisiton Families below:

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What Are Brand Videos?

A brand video is a film that introduces what your brand does to your audience. It's not that complicated.

How you do that is up to you but it might include things like:

1. How you solve problems
2. Faces behind the brand
3. The brand story
4. Customer stories
   

What makes a good brand video?

Ok it's time to share the secret sauce on what makes a g̶o̶o̶d̶ great brand film.

1. Start strong

The first 5 seconds is your opportunity to sell the audience on why they should continue watching. Do a bad job and the viewer will be onto the next video before they have even had a chance to blink. Take inspiration from Youtube videos you see that frontload the juiciest content they have. Often, it's a shocking, outlandish out of context statement that is left un-answered. This cliffhanger is something the audience can't stand and they have to know the answer too. See the Zeigarnik effect of you want to get technical about it.

Now, I'm not suggesting that you start your fancy brand video with a youtube style intro. But think how you can use the effect more subtly. Make a promise with the audience such as "We'll show you how to solve X problem" If the problem is relevent to your audience they are likely to stick about to hear your solution.

If you aren't going to use promises of what to come, give them an idea of the quality of the video they can expect early.

Think about frontloading your "wow" moments to engage the viewer early and let them know this is an interesting video.

It's make or break in the first 5 seconds, don't break it by spending 5 seconds boring your audience.

1. Don't be dull

Now I know this is obvious, I might as well have said "don't make a bad video."

The reason it's so high on this list is because we see boring videos all the time.

Don't fall into the trap of just doing what every brand does, unless you want to look like other brands.

Let the full personality of your brand come out in the video, not a watered-down version that doesn't define who you are and what you do.

Be unapologetically you, if your brand swears, swear. If your brand is loud and outspoken, be exactly that.

If your team wear suits, wear suits. You get the idea, be you, because that's your competitive advantage.

2. Show and tell

Do just one of these at a time for a video that underwhelms your audience.

If you just show there is no context, if you just tell, the story feels empty.

If you're team is all around the world then say this, whilst showing a map with everyone's face on, or get your team to film a bit where they are.

By backing up what you are saying with visuals it also inspires confidence that you are telling the truth and being authentic, which is always good!

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Want to learn more about much a brand video might cost? Read our 2024 pricing guide here

3. Speak to specific pain points

Don't forget the purpose of the video, yes it's all about you and your brand.

But as always, make it about how you help your customers.

People are selfish, your audience included, they want to know how your brand can have a positive effect on their life.

I'd suggest front loading this to peak their attention and get them to keep watching.

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4. Include a CTA

Always, always, always include an action that you want your customer to take.

For some products it's simple, ask for the purchase, offer a discount or introduce some urgency to buy.

For other products that are more expensive or have a longer sales cycle it will be offering some free value.

This could be in the form of a digital product, an invite to events, or a newsletter. All that matters is it brings your audience into your world where you can continue to educate them on how you solve their problems.

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Looking for a brand video? Contact us