The Many Types of Branding Videos
There are a lot of types of videos that are used to communicate a message about a brand and business. This is not an exhaustive list, but this is meant to guide you on some of the industry standards and when they may, or may not, be the right fit for your company.
Origin story
Maybe, your business started in your garage. Maybe, your kids woke up early to help put your product in boxes before it shipped out that day. Maybe, you were the first female in a male-dominated industry to be successful. Maybe, the family business has been passed on from generation to generation. Maybe, it all just started out as an idea. No matter the inception of your business, it is probably an important story to tell and people will want to know it.
The origin story can not only tell folks about how you got started, but is a natural segway into the company’s core values and can provide an avenue for connecting with the audience. These videos can be told in the first-person, or third person perspective, as short documentaries, interviews, and much more. They can have a serious or humorous tone and can bring an emotional response to business engagement.
Case Study
Trust is one of the largest factors that consumers take into account when making a purchase. A case study can allow an audience to connect with another customer that has already gone through the process of selecting a business and utilizing their products and/or services. In other words, it allows the audience to reap the benefits of doing the work, without having to do the work themselves. They can see the success of customers and how working together has helped them move forward. The viewer will connect with the challenge to overcome, the solution that was provided, and a report of how effective the results were. A successful case study video builds trust by showing that someone else has already gone through what you are going through now.
Explainer Video
Is your product a polyphonic physical modeling synthesizer? Is it a palladium core with a self-renewing source of infinite power to turbocharge your metallic bodysuit? Does your product help pigs to fly? If the product you offer is something that the audience has never seen before, then an explainer video is a great tool for educating the public about what your groundbreaking product can do. Explainer videos help viewers to easily understand what you offer and bring brand awareness.
Product Video
Product videos can be similar to explainer videos as they help introduce your produce to the world. These are most effective when they demonstrate benefits, rather than features, and show viewers how this provides a solution to a common frustration. Celebrities and influencers are often found in these videos, but are not necessary.
Customer Testimonial
Testimonial videos are a lot like case studies in that they serve as a form of social proof, where a third-party highlights their positive experience to the viewer. The difference between a case study and testimonial, is that a case study often comes from the perspective of the business demonstrating how they solved a problem for a customer, and a testimonial is usually from the mouth of the satisfied customer. While this is usually the case, it is not a hard and fast rule, and it is still appropriate in a video production to include testimonials in a case study, or a case study in a testimonial. Typically, it is better for the overall tone of the video to pick an overall direction and sprinkle in the other side, than to jump back and forth over and over again between styles, because it will seem disjointed to the viewer.
More importantly, a case study will tend to provide more granular details like how much was paid for the product, the return on investment, and will generally have in mind discussing matters that a CEO or decision maker would want to know. A customer testimonial tends to have less business-centric details and instead comment on the user experience how it improved their way of doing things.
Company Culture
Ever heard of that little company called Apple? Chances are that you are reading this on an Apple device. If you are familiar with the works of Simon Sinek, he would tell you that company culture and mission are a large part of what makes a company successful. Those companies start with “The Why” and have a strong sense of purpose in their daily operations. A company culture video can drive home to the viewer what your company is all about, how it treats its employees, and by extension its customers. These can be effective videos for recruiting new talent to your company as well as paying customers. These videos can be told in various ways, but can often come from the perspective of an employee and provide an internal perspective of the company experience.
Company Event
A company event video is an invaluable tool for capturing the essence and energy of your corporate gatherings, serving as a dynamic record of key moments, speeches, and interactions. This type of video not only preserves memories but also acts as a powerful communication medium to showcase the event's highlights to those who couldn't attend and to the wider public. It can include snippets of keynote speeches, attendee interviews, and panoramic shots of the event space, all woven together with high-quality production values. By capturing the atmosphere, key learnings, and networking opportunities, the video effectively conveys the event's impact and the company's vibrancy. Such a video is not just a memento; it's a strategic asset that can be used for marketing, building company culture, and encouraging future participation in similar events.
Behind the scenes
A behind-the-scenes video offers an exclusive peek into the inner workings of a company, providing viewers with a unique and authentic perspective often hidden from the public eye. This engaging format humanizes the brand by showcasing the day-to-day activities, the dedicated team behind the products or services, and the creative processes that drive the business. Whether it’s capturing the hustle of a typical workday, the meticulous craftsmanship in the manufacturing process, or the casual, candid moments among staff, a behind-the-scenes video builds a narrative that resonates deeply with the audience. It fosters a sense of connection and transparency, allowing viewers to feel a part of the company's journey and ethos. This type of content is particularly effective in strengthening brand loyalty, as it invites the audience to relate to and appreciate the people and efforts behind the brand.
Animated Video
An animated branding video is a vibrant and versatile medium for conveying a company's identity, values, and messages in a visually engaging and easily digestible format. By utilizing the limitless potential of animation, these videos can bring abstract concepts to life, illustrate complex ideas with simplicity, and capture the viewer's imagination. Whether it's through colorful characters, dynamic motion graphics, or imaginative storytelling, an animated video can effectively communicate a brand's personality and unique selling points. This type of video is particularly beneficial for creating a memorable and distinctive brand image, as it allows for complete creative freedom in terms of design, tone, and content. Animated branding videos are not just captivating; they are an efficient way to stand out in a crowded market and leave a lasting impression on the audience.
Final Thoughts
The use of various video formats plays a crucial role in modern corporate storytelling and brand communication. Each type of video, whether capturing the humble origins of a business or employing creative animation to articulate complex ideas, serves a unique purpose in engaging and connecting with the audience. These visual narratives not only enhance the visibility of a brand but also enrich its identity, making the company's message more accessible and memorable.
Solomon Advising is a marketing & branding agency focused on helping professional services firms retain their relevance and ensure sustainability by consistently promoting a credible brand. Contact us today to see how we can help improve your brand’s health.