Videos have become one of the most effective tools in a marketer’s arsenal. They’re engaging, easily shareable, and have the power to capture your brand’s personality in ways that text and images simply cannot. But as a new marketer, creating a branding video that truly resonates with your audience might feel intimidating.
Don’t worry—with the right guidance and a clear plan of action, crafting a compelling branding video is entirely achievable. This guide will walk you through the entire process of creating a branding video, from understanding your brand to hitting that publish button.
By the end of this article, you’ll feel equipped to produce a video that not only tells your brand’s story but also connects with your audience, creating a lasting impact.
Why Should Marketers Use Branding Videos?
Before jumping into the how-to, it’s important to understand the “why” behind creating branding videos.
- Engagement Power. On social media, video content generates more engagement than static posts. Platforms like Instagram report up to 2x higher engagement on videos compared to images.
- Improved Retention. According to studies, viewers retain 95% of a message when they watch it in video form compared to just 10% when they read it.
- Search Engine Love. Videos improve SEO. Websites with embedded videos are 53 times more likely to appear on the first page of a Google search.
- Strong Storytelling Potential. Branding videos are like short films. They tell your brand’s story in a way that’s visual, emotional, and memorable.
Now that you know why they’re a must for marketers, here’s how you can create one that truly works.
Step 1: Understand Your Brand
Before you hit record, zoom out and ask yourself a few key questions about your brand.
- What’s Your Brand’s Personality? Your branding video should embody your brand’s voice and values. Are you fun and playful? Bold and disruptive? Established and reliable? Define your tone and use it consistently throughout the video.
- Who Is Your Audience?. Knowing who you’re speaking to is critical. Narrow down your target audience based on demographics, interests, and behaviors.
- What’s the Core Message? At the heart of your video, there should be one simple message that resonates with your audience. It could be introducing your company, highlighting a product, or creating awareness around a cause you support. Boil it down to a sentence, like “We bring eco-friendly solutions to your doorstep” or “Simplifying finances for modern professionals.”
Example:
If your brand markets sustainable packaging supplies, your branding video should focus on showcasing your eco-friendly ethos, backed by visuals of clean oceans and happy customers making environmentally conscious decisions.
Step 2: Craft A Compelling Script
Every successful branding video begins with a great script. The script serves as your roadmap, ensuring your video is engaging, structured, and on-brand.
- Grab Attention Early. The first 5-10 seconds matter the most. Hook your audience with an intriguing question, bold statement, or stunning visual. For example, “What if one small decision could save thousands of marine lives?”
- Tell A Story. Humans connect with stories, so make sure your video has a clear beginning, middle, and end. A simple structure could include introducing the problem, presenting your solution, and ending with a call to action.
- Keep It Short & Sweet. Aim for a script that runs between 30 seconds to 3 minutes, depending on where it will be published. Social media audiences often have shorter attention spans, so shorter is usually better.
Pro Tip:
Write in an active, conversational tone. Avoid jargon or overly complex words. Your audience should feel like you’re speaking directly to them.
Step 3: Plan Your Shots
Next comes the fun part! Think about how you want your video to look visually.
- Pick A Style. Will your branding video be live-action, animated, or a mix of both? Live-action allows your team, product, or customers to shine, while animations can bring an abstract idea to life.
- Create Storyboards. Storyboards help map out each scene in the video, complete with notes on the visuals, dialogue, and transitions.
- Choose the Right Background. Whether filming on location or in-studio, ensure the setting matches your brand personality. Bright, playful brands might opt for bold backdrops, while minimalist brands might lean on clean, neutral settings.
Example:
A local coffee brand might capture shots of a farmer harvesting beans, a bustling coffee shop, and a satisfied customer sipping their morning cup to tell their story visually.
Step 4: Fine-Tune the Aesthetics
How your branding video feels goes beyond the script and visuals. Aesthetics play a significant role in the overall impact.
- Lighting. Good lighting can make or break your video. Natural daylight is great for authenticity, while professional lighting setups are ideal for crisp, polished looks.
- Soundtrack. Think about the mood music sets. Soft piano tunes create a calming vibe, while upbeat instrumentals infuse energy. Choose tracks that align with your brand personality.
- Brand Colors & Fonts. Incorporate your brand’s color palette and typography into the video to maintain consistency.
Pro Tip:
If you’re on a tight budget, use free tools like Canva for animated graphics or explore royalty-free music libraries like Epidemic Sound.
Step 5: Edit and Refine
Once filming is complete, it’s time to bring everything together in the editing room.
- Cut Out Unnecessary Scenes. Keep your video concise. If something doesn’t add value to your key message, remove it.
- Add Subtitles. 85% of videos on social media are viewed without sound. Adding subtitles ensures your message isn’t lost.
- Include a Clear Call to Action (CTA). This is your big moment to tell the audience what to do next. CTAs like “Visit our website to learn more”, “Subscribe now”, or “Shop our collection today” are simple and effective.
Example:
End your video with on-screen text that says “Discover more at [website link]” along with your logo for brand recall.
Step 6: Publish and Promote
Now that your branding video is ready, it’s time to share it with the world.
- Choose the Right Platforms. Where does your audience hang out? If you’re targeting Gen Z, Instagram Reels and TikTok should be your go-to. For professionals, LinkedIn might be a better fit.
- Leverage Organic and Paid Reach. Post your video on your social media accounts and website. Run targeted ads to reach new audiences. Don’t forget to use relevant hashtags to boost visibility organically.
- Track Performance. Use analytics tools to measure metrics like views, engagements, and click-through rates. Learning from each campaign ensures your next branding video is even more powerful.
Create Branding Videos People Will Remember
A well-executed branding video doesn’t just sell a product; it creates an emotional connection with your audience. If you invest time in understanding your brand, crafting a compelling story, and paying attention to the details, your video will not only stand out but also drive results.
Feeling inspired but unsure where to start? Tools like Canva or Adobe Spark can bring simplicity to your creative process, or you can always reach out to a professional agency such as Huat Designs for support. Whatever path you choose, start small, test what works, and keep improving.
Video is a powerful tool for new marketers. Use it wisely, and there’s no limit to how far your brand can go.
