Brand films are produced differently than a product showcase or other type of marketing video. A brand film conveys a feeling or an experience, and focuses on the big picture. Consequently there is greater focus on scripted messaging and compelling visuals and music.
A strong brand film can be used for multiple marketing opportunities, such as your website, pitches to clients, recruiting events and conference presentations.
Let’s explore some tips for making an engaging and effective brand film.
Define your key messaging
What is it you want viewers to do after seeing your brand film? Will it simply create a warm fuzzy feeling, or is there also a next step they should take? Write a couple of key takeaways you want the viewer to have from your video. These should be at the forefront of planning your brand film.
Focus on the mission
Think of a brand film as a commercial for your mission statement. Just as your mission drives your work, it will be the driving force behind this video. Your mission likely captures whom you want to help, and how you’ll do that. Take the emotion behind your mission and capture it on film.
Tell a story
There’s a story behind why you do what you do. Maybe you have a client story that perfectly captures who you want to help and how you did it, or a story of the rich history behind your family’s business. Think about the best way to bring that story to screen. Is there a re-enactment? An interview with a client? Footage of family photos with a voice-over? Choose a storytelling style that fits your message and your brand.
Keep it simple
A great brand film can involve multiple elements, but it shouldn’t be so complex that there are character arcs and too much background. Focus on a couple of key points you want your viewer to absorb. Brand films should be concise, with a run time of at least one minute to capture your story and no more than three minutes to keep the viewer interested.
Be authentic
If sweeping views of nature and romantic scores don’t fit with your brand, don’t use them! It is up to your company to define its brand. That brand can be conveyed with the tone used in the video. Is it playful or professional? Inspirational or sensible? Use this film to show potential customers who you really are.
A well-produced brand film is a great introduction to your company in multiple situations. If you’re looking to create a brand film, we’re here to help. Come say hello!
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
