Corporate Branding Video Production – A Complete Guide

If you’re looking to increase brand recognition, marketing reach, and customer loyalty, then brand videos are essential in your marketing toolbox. Brand videos are a powerful tool for businesses of all sizes, and they can help you engage your audience in ways that are not possible with text or images. 

Corporate branding videos can be created in many different formats and for many different channels and platforms. From social media, TV, and cinema to complex multi-screen video installations, there are many ways to use videos to strengthen your brand. Whether your marketing budget is large or limited, there’s a brand video strategy and production level that will suit your needs. 

 

What Is Corporate Branding Video?

A corporate branding video is the type of video corporations use to increase awareness about their brand. They’re one of the many different types of videos for business and can either be standalone projects or part of more extensive branding campaigns. 

Other types of corporate videos include, for example:

• Customer interviews
• Explainer video
• Demo videos
• Live stream video
• User-generated videos
• Webinars 
• Testimonial videos
• Internal comms videos
• CSR videos
• Staff training and safety videos
• Promotional films 
• Product videos
• Investor relations and shareholder videos 
• Market updates
• Executive proposal video
  

Related reading: 5 Reasons To Invest In Brand Video Production

 

Why Do You Need Corporate Branding Video?

If you’re looking to build your brand awareness and increase your visibility, video marketing is an excellent way to accomplish that. Video allows you to stand out in a saturated marketplace and tell your brand story in a new and engaging way that draws people in and helps them remember what your brand stands for. No other content format is as powerful as video when conveying brand messages and building brand recognition.

Related reading: How To Create Authentic Brand Videos – And Why It Matters

 

When Should You Use Brand Video?

Anytime you want to create awareness or launch a new initiative, brand videos will help you achieve that. When you want to show the world what your brand stands for and what the core of your brand is, a brand video is the best way to do that. So, if we turn the question around – when should you not use brand video? We may be biased, but we would say never. Your brand always benefits from solid branding and brand communication. 

 

What Companies Need a Brand Video?

There was a time when branding was mostly a focus for B2C companies, but those days are long gone. Today, every company needs a strong brand, and every brand needs at least one brand video. Corporate branding videos are essential for building trust in your products, recruiting talent to your company, and selling your services. A brand video will help your ideal customer understand what your brand represents and what your company is all about. Your brand videos will allow you to build brand affinity and grow a loyal following of fans rather than just buyers.

Related reading: Brand Video Production With Covalent

 

Reasons To Get Started With Corporate Branding Video Production

• Videos boost conversions and sales
• Videos build trust in your brand
• Videos create brand awareness and brand affinity
• Videos can help you communicate complex conceptt in an easy-to-grasp way
• Videos are great for social media and are more likely to go viral
• Videos your customers connect with your brand on an emotional level

 

What Makes a Good Corporate Branding Video?

 

Authenticity, transparency, and honesty

Authenticity has become increasingly important in branding. Whether brands appreciate it or not, information flows freely today. It’s no longer possible to hide a dysfunctional culture or an unsustainable approach behind a glossy brand, as hypocrisy will usually be exposed and spread quickly thanks to social media. 

With this instant access to information and communication, authenticity and transparency is no longer a choice; it’s a must. It may not be the only road, but honesty is certainly the safest road brands can take. 

And in this context, it’s worth mentioning that you don’t need to be perfect. Nobody expects brands to be perfect, only not to be deceitful. So instead of trying to convey an image of perfection, focus on telling the stories of how you’re doing your best to do good. 

Video is a great vehicle for telling stories in a way that feels true and authentic. Video creates an emotional connection that is difficult to recreate with other content formats. 

 

An example of authentic storytelling: “Speaking French in Louisiana”  When you want to create corporate branding videos emphasizing authenticity, nothing beats the docu-style format. When Rosetta Stone reached out to us, the goal was to create a series of four videos, showing that you don’t have to leave the United States to practice speaking a foreign language. This video series uses authentic docu-style storytelling to strengthen the Rosetta Stone brand.

 

Don’t reinvent the wheel – build on what you already have

The key to creating an authentic corporate branding video is not inventing something new but rather distilling and building on what already exists. What are you proud of as a company? What are your values, and how are they reflected in your work? What is it that your customers love most about your products or services? Those are the things you want to build your narrative around.

Consumers today are not only interested in what your brand is selling. They want to understand what your brand stands for. Your vision and mission and how your brand contributes to making the world a better place.

 

An example of a branding video sharing an engaging story: 412 Food Rescue Millions of pounds of excellent food are wasted every year while too many Americans starve. Our video about the Food Rescue Heroes of 412 Food Rescue, who volunteer to prevent that, is an example of how telling the story is sometimes all it takes to create engaging content. Joann is one of the eight heroes we interviewed to share their reason for becoming a food rescue hero and why you should also become one. This series was first released for their virtual event but will soon be implemented in a social media campaign.

Related reading: 10 Steps To Creating Authentic Video Content 

 

Be courageous and dare to stand out

People appreciate it when brands a brave enough to take a stance on societal and ethical questions. Sure, you may lose some customers if you choose to stand for something, but you’ll likely win more than you lose. And having some customers leave your business is not necessarily a bad thing if they’re not your ideal customers. By trying to appeal to everybody, you risk appealing to nobody. If you know your target audience and your values align, you can benefit from being bold in your corporate branding videos. 

An example of bold branding videos: The Norm&Al Show A great example of a brand that dares to be bold in its branding is Oatly. Their cute and funny series The Norm&Al Show is a great example of corporate branding videos that dare to be controversial and by doing so, create an even stronger brand affinity with the fanbase.

Focus On People Over Product 

Nothing is more interesting to people than other people. But many marketers forget this fundamental fact and end up creating videos that revolve around things and products rather than human beings. Don’t make this mistake.

When creating your corporate branding video, it’s much better to focus on the people behind the brand or the people buying it than the product you offer. Tell the stories of the people whose lives your product touches rather than talking about the product itself. It’s like the saying, “you don’t need a drill; you need a hole .”Focus on the hole. By centering your stories around human beings, you make your stories more relevant and engaging. 

 

An example of a people-centric branding video We were brought in to lead Dollar Bank’s new TV & Social Media videos for their new “DO” campaign. The campaign targets the millennial generation and centers around the theme of “What are you going to DO with your Life?” Whatever one desires, whatever one wants to do, Dollar Bank will help you get there whether you’re a small business, an individual, or a family. We produced 5 brand videos for this campaign using real small businesses, locations, and people. It was important to us to create something authentic that would resonate with the millennial audience, so we pushed for using real individuals that fit the demographic and are from the regions Dollar Bank is targeting. Thus far, the campaign has been widely seen and well received in the three regions it has aired on TV and different social channels.

How To Write A Creative Brief For Your Corporate Branding Video

To produce a corporate branding video, you need to communicate your expectations and brand guidelines as clearly as possible to the video production agency you’re working with. To do this, it’s beneficial to create a clear brief. While the agency is the expert at video production, you are the expert on your brand. Only you know what message you want your brand video production to convey. The video production brief is a means for you to communicate your brand and your marketing and business objectives to the agency. 

This article, Video Brief Template – How To Write a Winning Creative Brief for Video Production, provides a ready-to-use template that you can use for your next video production project. We suggest you use it as a basis for your brief and complement it with any material and information that makes sense in your specific case. 

Anything that helps your agency understand your brand better is helpful. From the history behind your brand to the mood boards you based your latest project on. It’s a good idea to keep your brief concise and to the point, but don’t hesitate to include everything you think might help your agency better understand your brand. And don’t worry, doing so won’t hamper their creativity. On the contrary, providing clear boundaries will help your agency get creative within those boundaries while ensuring the video adheres to your brand guidelines. 

Related reading: Corporate Video Production and Marketing Videos – How To Give Feedback To Your Video Agency

 

Partner With An Award-Winning Corporate Video Production Agency

Covalent is a marketing video production company based in Pittsburgh. We cater to B2B, B2C, and D2C companies of all sizes and in a wide range of industries. We’re known for creating the best corporate videos on the market, combining experience and creativity with a strong marketing mindset. We can help you shoot and produce everything from brand videos and TV commercials to explainer videos and docu-style shoots. 

We produce videos at various price points, always focusing on creating the content you need to reach your business goals. And we’re with you all the way from ideation through every step of execution. Combining years of experience with cutting-edge creativity, our productions have received numerous awards and accolades over the years.

Get in touch to discuss how we can help your brand get started with video marketing production and build a more exciting and engaging corporate communication!