While creating video content might feel like a lot of work, it is all worth it.
Here’s why: 85.7 percent of professionals agree that video is now more important for businesses than other content formats. Meanwhile, 72.7 percent use video content as part of their marketing strategy.
Compared to other media, video content is likely to capture attention and boost engagement. Best of all, it allows you to capitalize platforms that don’t support images or text, such as YouTube.
What types of videos can you create to build your brand and spread the word about your business?
This guide will answer this question, including examples of each type of branding video.
Table of contents:
What is a branding video?
In a world where the average consumer interacts with multiple brands, ads, product packaging, and online storefronts, you need creative assets that make you more memorable.
A branding video is one such asset.
A branding video introduces your brand to viewers and convinces them that your business is worth their time. It tells your brand story, showcases your core values, and builds trust with your target audience.
While it’s easy for someone to forget reading or hearing about your brand, they are less likely to forget if they watch a video about your company.
Branding video types with examples
The type of branding video you choose can make or break your video marketing strategy.
Here are the different types of branding videos plus examples to help inspire your next branding campaigns:
1. Origin story video
Consumers are more likely to be receptive to your brand if they know its values and beliefs. What better way to communicate those values than an origin story video?
You can create origin stories in the form of short documentaries, archived videos and photos, interviews with executives or founders, or an animated film like what the LEGO Group produced below.
Why this origin branding video works:
The company’s branding video has been a massive success. Here’s why it works:
- Thoughtful storytelling in branding strategy. It infuses authentic emotions throughout the narrative. By showing that the brand thrived despite numerous challenges, the company tells its audience that they too can thrive.
- The company chose a video format that resonates with most of its customers – kids. By choosing an animated origin story, they attract more eyeballs and keep the story engaging.
- The Lego Group appears more human in the video by communicating its values and talking about its founders and growth trends. As a result, it draws people closer to the brand.
2. Case study video
A whopping 81 percent of consumers would consider how much they trust a brand first before purchasing.
How can you build more trust with your target prospects?
Start with case studies of your success with previous customers.
Even better if you can combine the power of case studies with the engagement potential of video.
If you are looking for inspiration, this case study video from Slack is a great place to start. In this video, Sandwich Video Inc. shares how Slack has helped their business.
Why this case study video works:
Slack’s case study video is a wonderful example of an effective branding video because of the following reasons:
- It includes the three key elements of any case study video; the challenge (unsustainable corporate communication practices), the solution (Slack’s easy-to-use and comprehensive communication tool), and the results (Sandwich Videos improving their internal communication).
- It acts as a concrete demo for the software while showcasing the typical user experience customers can expect.
- It is short and witty from the outset, keeping the viewer entertained.
- It showcases the product’s key features, from supporting cross-integration with everyday tools like Dropbox to allowing users to use it on the go.
3. Explainer video
Creating explainer videos are ideal if your products or services aren’t easily understood. In fact, 96 percent of consumers have learned more about a product or service by watching explainer videos.
Explainer videos educate your top-of-the-funnel viewers about your products or services. They can be instrumental in lead generation and building brand awareness.
Dollar Shave Club’s explainer video is a great example.
Why this explainer video works:
- It is funny. People love humorous content, which is why many viewers were happy to share the video.
- It is short and goes straight to the point. Within the first ten seconds, viewers know what the company does, the problem it solves, and whom it solves it for.
- It includes a call to action that tells customers exactly what to do if they want to benefit from what the brand offers.
4. Animated video
Animated videos use computer-generated effects, designs, illustrations, or drawings to convey their message. Since they provide eye-catching visuals and great storytelling, they can be quite engaging. You can use them even for ‘boring’ topics to infuse some fun and humor.
This video by Dubai Association Center is among the best animated branding video examples.
Why this animated video works:
As an association that aims to draw people to Dubai, it does a great job by:
- Injecting fun into an otherwise serious topic. This allows viewers to resonate better with the content.
- Limiting the video length to less than a minute and a half. It helps keep the message short enough to ensure the viewers watch it till the end.
- Including all the necessary details to the content — from information about the association to the benefits of working with them.
5. Product video
As the name suggests, product videos help businesses introduce their product to viewers. You can use product branding videos to build brand awareness and show off product features, benefits, and perks.
Ideally, your demonstration videos should feature a charismatic host who passionately speaks about the product. If possible, you can include a brand ambassador or influencer in your product videos to make them more credible and authoritative.
Among the best branding video examples in this category is Gorilla Glue Company’s video about their Gorilla Mounting Tape.
Why this product video works
This video is great because:
- It includes three crucial elements: establishing the problem, providing a solution, and showcasing why the solution is better than the alternatives.
- It gives a demo of the product in action and showcases key product features.
- It clearly addresses the audience and establishes who the product is for from the outset.
6. Company culture video
Company culture videos highlight the intangible values at the core of how your business functions. These are pivotal to attracting great talent. For example, 77 percent of job seekers consider an organization’s culture before sending a job application.
One of the best ways to create company culture is to interview your most passionate employees. Since your employees know your brand best, they are the perfect advocates for your culture.
For example, consider this company culture video by Capital Heating & Cooling.
Why this company culture video works
Here’s why this video is the perfect example of getting a culture video right:
- It gives us a glimpse of each employee’s story, from what they do and how long they have worked there. These employees can help interested job seekers learn more about what to expect.
- It shows how the business helps its employees. This includes internal training, providing them with a workplace family, and even helping them reach their aspirations.
- It talks about the core beliefs that run the business. Viewers walk away with the idea that the company appreciates and cares for customers and employees.
7. Customer testimonial video
Consumers are often interested in other customers’ experiences when making a buying decision. In fact, 66 percent of consumers are more likely to purchase a product once they find positive social proof.
Customer testimonial videos help brands showcase their impact on their customers’ lives. The goal is to have a customer explain how using your products or services helped them overcome a challenge they had.
For example, Blue Corona does a great job in this customer testimonial video.
Why this customer testimonial video works
What makes this branding video great?
- The video looks genuine. Viewers tend to get turned off when they learn that a brand hired paid actors for customer testimonials.
- The video demonstrates an understanding of Blue Corona’s target audience. These include business owners who want to partner with an agency that cares about their business and provides transparent reporting. So the video hits on both these points hard.
- It shows the customers and the staff in short intervals, working with dedication on client projects.
8. Company event videos
Ninety-three percent of respondents in a survey by Bizzabo said that events help customers form a strong connection with brands.
For this reason, event videos are great for customers who missed or haven’t attended your company events.
Event videos either recap what happened at an event or build hype for future events. They are the perfect solution for businesses looking to increase their event attendance rates.
ITWorx’s video of its annual corporate event is a great example.
Why this company event video works
Here’s what makes this branding video effective:
- It’s a mashup of clips made from high-quality footage. There are no shots with shaky cameras, poor lighting, or bad audio.
- It highlights clips that focus on well-known speakers, the stage, the audience, and the overall scale of the event.
- It incorporates upbeat background music that goes well with the context of the video.
9. Behind-the-scenes video
Besides building consumer trust, behind-the-scenes videos can create a strong connection with your audience.
These videos give viewers a glimpse at the non-publicized part of your business and its processes. The more you involve customers with behind-the-scenes content, the more invested they become.
For example, Sipsmith Distillery does a great job in its behind-the-scenes video, showing the world the process of creating their gin.
Why this behind-the-scenes video works
This is a great branding video because:
- It starts with a short tour of the space, helping viewers understand the general vibe of the distillery.
- It uses music only where appropriate. There is no music to interfere with dialogue when someone is speaking.
- The head distiller explains the entire process cheerfully and passionately, letting customers imagine the level of service they can expect.
How to make branding videos in 3 steps with Piktochart Video
Depending on the type of branding video you intend to create, the first step will probably be shooting or creating raw footage.
But then you’ll need to edit the footage to make it look more polished and professional.
You’d also want to reduce clutter, add subtitles or captions, and customize the look and feel of your video to match your brand identity.
The good news is you don’t need to spend months learning some complicated video editing software.
Piktochart Video is an easy-to-use editor to create branded videos. It generates subtitles automatically and helps turn your videos into small, bite-sized clips.
Here’s how to get started.
Step 1: Import your brand video footage
Log in to your Piktochart Video account, or sign up for free to create an account. On your Piktochart Video dashboard, you’ll see four options to upload your video.
You can import a video in Piktochart Video from your own device, Zoom meeting, or Google Drive. If you would rather record yourself through your webcam, click Record with Webcam to initiate the recording process.
Step 2: Edit your brand video
After uploading or importing your video, Piktochart Video automatically generates subtitles and displays the text on the left panel. Editing these subtitles is easy, just like how you would edit any text document.
For example, just select the part to remove or modify any part of the text or video.
Then edit the text just as you would in a text document like MS Word, or click the Remove button to cut the part.
Not just that. With Piktochart Video, you can also match the look and feel of videos according to your brand identity by altering custom elements like logo, fonts, alignment, color, and more. You’ll see these settings in the right part of the screen.
Step 3: Export the final video
The final step is to export your brand video by clicking Export in the top right corner.
Within seconds, you will be able to download your video content, embed it on your website, or share it on social media.
You’re now ready to make your branding videos
Now that you know the types of branding videos you need to create, you’re now ready to create your own.
Remember that just creating a one-off video is enough. You must keep creating videos consistently to build momentum and get the best results from your branding videos.
However, there’s no need to overwhelm yourself in the beginning. Start by creating the types of branding videos you are comfortable with. Next, scale your video production gradually.