In an age of flickering attention spans, brand videos have become less of a marketing luxury and more of a strategic necessity. But producing a video isn’t the same as producing a good one. Plenty of businesses invest their time and money in projects that just end up dull or worse, forgettable, since there’s no shortage of video content online. On any given day, you could scroll past dozens of brand videos – many of which you won’t remember a few seconds later. But, occasionally one gets it right.
The best brand videos aren’t necessarily the ones with the most animation or the fanciest transitions. They’re the ones that understand what their audience actually cares about and respond accordingly. Done well, a brand video gives people a reason to stop, watch and, crucially, believe what they’re being told. If you’re sitting there wondering: but how do I do this? In this article we’re going to explore how you can make a good brand video so you too can achieve success.
What Is A Brand Video?
Brand videos are basically to create brand awareness. They’ll include important information about who you are and your core values whilst marketing your services/products. Often businesses also make brand videos for internal uses like onboarding new hires, so they get a sense of the work culture whilst training.
Don’t underestimate the power of a brand video if done correctly. You can’t expect that just anything you put out there will get the results you’re after, but here are a few things to consider that make a strong brand video:
The Message Has To Be Clear Before Anything Is Filmed
The success of a brand video is usually decided before a single frame has been captured. A strong creative process starts by asking hard questions. What’s the point of this video? What is the audience supposed to feel, think, or do afterwards? If that isn’t pinned down early, there’s a high chance the final edit will be muddled, however beautiful it might look.
Strong brand videos tend to work to a single idea. Not five features crammed into a 60-second script. Not a loose narrative designed to appeal to everyone. Just one purpose, articulated clearly. That doesn’t mean it needs to be boring or stripped back – but it does mean the creative decisions should be anchored by intent. Without it, even the best visuals can feel hollow.
It’s Not About Telling People You’re Great
There’s a recurring problem with corporate video: too many of them talk at people. A good brand video resists the urge to list achievements or features unless they’re part of something bigger. That could be a story, an emotional trigger, a practical benefit, or a compelling problem. But it’s never just the company talking about itself.
For example, a logistics firm could produce a video explaining its warehouse automation in technical terms. Or, it could focus on how that system ensures critical medical supplies reach rural hospitals faster than ever before. The second approach takes the same facts but moves the focus to real-world consequences. It creates a reason to care, which makes people invested in your company.
Include Strong Visuals That Say Something
It goes without saying that you need your corporate video to look professional. But it also needs to grab your audience’s attention. Having someone who knows what they’re doing (like a video production company) behind your brand video is a great place to start. They’ll take the best shots and know how to make your video look polished – not amateur.
But don’t overlook the content. A good brand video uses visuals to build a narrative or reinforce identity. That might mean filming in real working environments instead of hired studios, so the background actually belongs to the business being presented.
The framing and pacing of visuals also deserve more thought than they usually get. A close-up of someone’s hands during a demonstration might be more revealing than a wide shot of a desk setup. Likewise, using natural light in a community-focused video often says more about the ethos of a brand than carefully lit interview setups.
Brand videos don’t need to look like cinema. But they do need to feel considered. If every shot is there for a reason (to inform, to reveal, to express) the video earns the viewer’s attention. Not because it’s slick, but because it’s intentional.
Pacing and Sound Design Are Half the Message
It’s tempting to focus on the visuals, but audio often does just as much to shape how a video feels. A well-paced video doesn’t rush its points or stretch out needlessly. It gives each moment space to land. If there’s a voiceover, that voice should reflect the tone of the brand, not just read the lines cleanly.
Likewise, music isn’t an afterthought. Stock tracks can work if they’re chosen with care, but sound design goes beyond background music. The clatter of a shopfront being opened in the morning. The hum of a server room. The muffled conversation at a team meeting. These ambient sounds help situate the viewer, making the story feel grounded and specific rather than generic.
Looking to Make a Brand Video That Actually Connects?
If you’re considering a brand video that tells a story, delivers results, and reflects your values, it’s worth working with people who do this every day. Astor Film Productions can help you with making a fantastic brand video in Manchester or anywhere in the UK! Their team has experience in all sorts of videos, from corporate to social media – they work with brands to develop content that’s specific, strategic, and watchable – not just for algorithms, but for real people. Reach out to them today and make sure that your brand video has the reach it deserves!
