How your brand represents itself to consumers is becoming more important for conversion rates and brand loyalty. According to a 2024 report by public relations firm Edelman, 84% of people say they want to know a brand’s values before they consider making a purchase.
Producing creative brand videos is a perfect way to showcase your brand’s values and authentically connect with your target audience on major marketing channels, such as your website and social media. But before you begin creating a brand video, familiarize yourself with the elements necessary for its success. Here are key things strong brand videos have in common, plus real-life examples of effective brand videos.
What is a brand video?
A brand video is a short narrative-driven video made for marketing purposes. Brand videos showcase a brand’s core values, promote its products or services, or both. Brand videos are typically designed to increase brand awareness among a company’s target audience, but companies can also use brand videos internally. For example, new hires might watch a company culture brand video during orientation to get a sense of their new work environment.
What makes a strong brand video?
A well-executed brand video can be a powerful marketing tool when it comes to making a lasting impression on your targeted consumers. The most effective brand videos feature:
Strong visuals
Video is a heavily saturated medium, so make your video content professional-looking and attention-grabbing to foster more views and engagement. A high-quality brand video can go a long way toward enhancing your brand’s visual identity.
Clear objective
Ahigh-impact brand video includes akey message or call to action (CTA) to inspire engagement. Encourage viewers to visit your website to cultivate deeper brand awareness or make a purchase.
Compelling story
The mostcompelling brand videos have a storytelling component. Brand origin stories are great subjects for these types of videos because you can share your values and inspire brand awareness simultaneously. Remember to leverage emotion wherever possible within your video’s story to hold viewers’ attention.
Humor
If humor fits within your brand’s identity, including it in a brand video can entertain your target audience, encourage engagement, and potentially increase the chances of your content going viral online.
If you have all of these elements in play, your brand video is more likely to succeed. Likes, shares, comments, and views are some of the most important engagement metrics you can use to gauge the success of your brand videos.
5 effective ecommerce brand video examples
With compelling storytelling, an emotional connection, and clear objectives, a good branding video can increase brand awareness and make your brand memorable to viewers. Here are several creative brand video examples from companies that managed to set themselves apart from their competition:
1. Belstaff
The elevated outerwear company Belstaff showcases the power of brand storytelling in its “Our First 100 Years” video by highlighting milestones in the company’s history. The video conveys why authenticity, an independent spirit, and a passion for lasting garments are core values of the brand’s story. It uses voiceovers to push the narrative forward. The imagery is eye-catching and professional, using fast cuts and vibrant splashes of color to keep viewers interested. It also plays a pivotal role on the brand’s “About Us” page.
In another video from its 100-year anniversary campaign, Belstaff spotlights its heritage by featuring voiceovers from multiple members of its community—including the great-granddaughter of the company’s founder. This leverages emotional appeal, providing the opportunity for Belstaff’s brand’s message to resonate with viewers, who may be inspired to explore the company’s products or develop a stronger sense of brand loyalty.
2. Cowboy Bikes
Luxury e-bike producer Cowboy is no stranger to creating a successful brand video. In its video “Ride Untamed,” which has been viewed 2.5 million times on YouTube, the company uses high-contrast shots to create brand awareness and convey a spirit of exploring what it calls the “urban frontier.”
The combined visuals of contemporary dance, a wild horse, and a fast-paced urban lifestyle help to cement Cowboy’s unique brand identity. Short and to the point, this branded video is fast-paced and features cinematic music to make itself memorable.
3. Verve Coffee Roasters
Verve Coffee Roasters lets its geographic location inform its brand’s values and marketing strategy. In its video “We Are Verve Coffee Roasters,” the company shines a spotlight on California’s central coast surf culture (the company is headquartered in Santa Cruz, California) and its sustainable “farm to cup” practices.
Verve opens its video with striking imagery of the ocean alongside a tune that’s reminiscent of a 1960s-era surf guitar song. The video goes on to provide an overview of the brand’s many different products and subscriptions. The video also reveals Verve’s core mission of “crafting the future of coffee” before concluding with someone sipping a cup of Verve coffee. By using surf-inspired imagery and highlighting its relationships with coffee farmers, Verve gives viewers a solid idea of what the brand stands for and what its products entail.
4. Who Gives a Crap
A great brand video doesn’t always have to be cinematic or inspiring—sometimes a brand’s identity calls for a touch of humor. For example, the sustainable toilet paper brand Who Gives a Crap uses humor in its marketing campaigns to increase engagement and convey its brand values in a memorable way.
The video “Good for your bum, great for the world” leverages a funny script to discuss Who Gives a Crap’s products while also clearly communicating the brand’s core message. It also relays statistics about the environmental impact of the toilet paper industry. The video highlights how the company donates 50% of its profits to sanitation development.
5. UNTUCKit
The button-up brand UNTUCKit takes a more traditional approach, centering its brand story video around its founder, Chris Riccobono, who provides insights into the company’s origins. Chris begins this effective brand video by relaying the relatable, real-world problem that inspired him to start UNTUCKit: He wanted a shirt that looked good untucked.
As the video comes to a close, Chris walks into a brick-and-mortar UNTUCKit store, showing how consumers can find the brand’s products both online and in a real store. The simple yet high-quality video aimed toward young professionals has accumulated hundreds of thousands of views and earned buzz for the brand.
Brand video FAQ
How do you make a brand video?
Making your own brand video requires a clear brand story, striking imagery, and a call to action to foster brand awareness. Shoot your own short videos or hire a professional production company if you have little experience in video production.
What is the difference between a brand video and a corporate video?
Corporate videos are any video content released by a company both internally and externally, including media like advertisements and explainer videos, whereas brand videos are specifically focused on conveying a company’s values and brand identity.
Why do brands use brand videos?
Brands use brand videos to build brand awareness, communicate core values, and encourage customer loyalty. A good brand video can accomplish all of these goals if it contains elements like a clear objective, a compelling narrative, and strong visuals. Combining branded videos with user-generated customer testimonials gives consumers a well-rounded view of how your brand can play a role in everyday life.
