The power of video in building brand identity

The iconic font projected onto a night sky background that reads “A long time ago in a galaxy far, far away…”, the red trucks that foretell Christmas, or a checkmark that encourages you to “just do it” - what do all of these random elements have in common? They’ve made you think of a brand, and your mind instantly associates each element with its correspondent in the business world. Throughout time, the way branding is presented has changed, and while newspapers, magazines, outdoor advertising, and other methods have had their moment, today’s social-media-infused world leaves a clear winner in the race for awareness: video. Branding videos aren’t just a tool to sell; they’re a bona fide narrative powerhouse with the magical ability to make people instantly associate a concept, a song, a tagline, or even an everyday object with a brand, just like in our previous examples. Let’s examine exactly how powerful video is when it comes to building a long-lasting, iconic brand identity. 

An in-depth look: what are branding videos, and what is their significance?

Branding videos are videos specifically designed to communicate a brand’s core identity, values, and personality. It’s all about beautifully wrapping your mission, vision, and values through a distinctive set of voice and visuals that tell the story of your brand. Unlike an advertising video that’s got the purpose of selling, branding videos tell stories that directly connect with the audience on a deeper level. When you create brand videos, you evoke emotion, inspire trust, and foster a relationship that evolves into loyalty from both your end and your customers.

You’ll often find that the overall goal of a video for branding is described by professionals in short as raising awareness; hence, they are known as brand awareness videos. A brand awareness video can take many shapes and forms, from manifestos and behind-the-scenes content all the way to short feature films. Here are a couple of branding video examples that perfectly illustrate separate categories that meet the same goal:

• Company culture videos because that’s where employer branding shines bright.
• Company event videos should put some faces to the name.
• Product and service explainers that aren’t entirely sales-focused. Their purpose is to educate consumers and potential customers by giving them something of value to watch and learn from.
• Origin story videos. It’s not just villain origin stories that the public loves.
• Case study videos. Seeing a problem solved and a pain point successfully addressed without sales-first material in front of you can be really persuasive.
• CSR videos because such activities define what your brand really values
• Testimonials. Be it customers, employees, partners, or even competitors, there’s nothing like an honest opinion.

How to create a brand video

What to say in a brand video?

There is no universal recipe as to what you should say, or rather showcase in a branding video. Your brand’s visual identity and tone of voice should, at least in theory, be unique and representative of your values, mission, and vision so you can let them speak for themselves. Draw inspiration from the branding video examples we’ve gone through previously, and leave your own personal mark. If you’re feeling really stuck and simply don’t know where to start, we’ve got the perfect solution for you. There’s nothing wrong with drawing a little bit of inspiration from handy little AI tools that give you amazing starting points. Our tool packs a mighty powerful AI script generator that lets you customize parameters and start from a general prompt. You can even take it one step further and try out our AI video generator, then add in your very own branding elements like logos, product pictures, voiceovers, stickers, and more. Our AI tools are seamlessly integrated with the video editor's core functionality, so you’ll still be able to edit like a pro, except with a little bit of a helping nudge when you’re just starting out.

The perfect branding video tool

Speaking of planning, when you create brand videos, your tool of choice can be your biggest asset or your greatest enemy. We highly recommend using an online video editor that’s got a complete toolkit to help you create branding videos from scratch and walk you through the entire editing process, all the way to publishing. 

Why go for an online video editor? Besides the ease of use factor, you won’t have to go through a tedious software download and installation process, and you won’t be using up all of your computer’s storage since you’ll be relying on a powerful cloud architecture. 

Another crucial feature you’ll need if you’re working with a team is video collaboration. Yes, it’s entirely possible to create a brand asset kit and just reuse elements like logos, specific fonts, stickers, and professional brand pictures. Even better, your entire team would have access to everything and anything you’re editing, so they can leave feedback through review links and timestamped comments. Enough about theory. Let’s get into the more practical aspects.

When you’re working on branding videos, your tool is your new best friend. Before that, it needs to pass a complete background check when it comes to functionalities, features, accessibility, and ease of use. As a matter of fact, we’ve been advocating for online video editing for a greater purpose: user-friendliness. 

Most software solutions that you need to download and install on your PC are clunky and overcomplicated, making your productivity and creativity drop down into the dumps of trying to figure out how the tool works. While ease of use is crucial in our books, we don’t believe in cutting down on quality, so that means that we’ve packed hundreds of videos that will help you get high-quality results. 

Take, for example, our video enhancer, a feature designed to help you upscale the quality of your video by repairing contrast, light, or saturation issues with your footage. Besides hundreds of other video editing features, we didn’t forget about the sound. Our powerful audio editor will help you get your message across in a highly professional manner, so try exploring this complete sound editing toolkit. Last but definitely not least, your CTAs are safe with Flixier, as you can annotate videos online and go full circle with your message visually, through sound, and through text.

Compelling consumers: the 5 Cs of branding

Getting more into in-depth video branding notions might leave you wondering, “What are the 5 Cs of branding?”. We’re here to clear the air and shed some light on them through the lens of extra tips that will help you craft exceptional videos for branding. It’s the perfect mix of theory and practice. Now, bear in mind that there have been some discussions in the expert branding community about generally accepted variations of the five Cs, and these are the ones you need to remember:
 

• Clarity

Delivering a clear message about your mission, vision, and values is the first step towards creating awareness around your brand. 

• Consistency/Cohesion

It’s vital to keep a constitent or cohesive look that would make your brand stand out, be recognizable, and even become memorable. Never underestimate the importance of maintaining a distinctive look and sticking to branding guidelines.

• Content

You’ve definitely read this before, but content really is king, and the quality of content will always make a brand stand out from the rest. What better way to show off quality and uniqueness than through branding videos? Remember that creating and maintaining a professional brand image comes as a package deal with high-quality content and assets, so make sure you’re always on top of your game, pixel-wise.

• Connection

Now, this one speaks for itself. After all, the entire purpose of a successful brand is to enable meaningful connections with its audience. Isn’t it?

• Communication

In branding, communication is both a means to an end as well as the actual end-game itself. Establishing an open line of communication and effectively getting your message across is vital when it comes to branding efforts and, by default, branding videos.

In every end, there’s also a beginning

All in all, there’s no time like the present to start getting creative and truly experience the power of video in building your brand identity. Check out other branding video examples, get a little helping hand from AI tools, but remember that authenticity is a core value that your customers and business partners will put a high price on. Try out Flixier and start experimenting with branding video creation like never before.