The Different Types of Brand Videos

We often get asked to help brands communicate who they are, what they do and why people should care. This is where a brand video comes in. But brand videos can be made in a diverse array of styles, each serving a unique purpose in the grand tapestry of a brand’s communication strategy. Here’s a rundown of the different types of brand videos you might encounter:

Brand Anthem Videos

These are the heart and soul of a brand’s video strategy, capturing the essence, values, and mission of the brand in a compelling, emotive manner.

Employer brand videos

An employer brand video is a dynamic and engaging tool used by companies to showcase their values, and work environment. It’s a visual narrative that goes beyond mere job descriptions, aiming to attract potential employees by highlighting what makes the company a great place to work. The goal is to not only attract the right talent but also to foster a sense of pride and belonging among existing employees, reinforcing the company’s reputation as an employer of choice. An employer brand video is, therefore, a crucial element in a company’s recruitment strategy, effectively communicating its unique employer value proposition.

Corporate Culture Videos 

Aimed at showcasing a company’s work environment, values, and what it’s like to work there, these videos are excellent for employer branding and recruitment.

Interactive Videos

Not technically a subset of brand videos, however interactive technology can be used to make brand videos more engaging. They offer an interactive element, like clickable areas or decision points, providing a more engaging and personalised experience for the viewer. We created the following interactive video for Colt to enable the viewer to take their own journey through the content.

Behind-the-Scenes (BTS) Videos

Offering a glimpse into the brand’s world, these videos show the making of a product, an event, or the daily operations, adding a layer of transparency and authenticity. These are useful for humanising brands and creating intimacy between customers and service providers. We created this video for a software brand who were concerned that their customers only engaged with a website and wanted to shine a light on the talented individuals behind it:

Social Media Brand Videos

Tailored for social platforms, these videos are often shorter, more engaging, and designed to be shared, helping to increase brand visibility and engagement.

Animated Brand Videos

Using animation, these videos can explain complex ideas in a visually engaging way, often used for explainer videos or to tell stories that might be difficult to convey through live-action.

Brand Documentary

Longer than typical brand videos, these tell a story or explore a topic more deeply, often connecting the brand with broader social, environmental, or cultural themes.

Charity Brand Videos

Charities often require brand videos to communicate their reason for being, their history and to give people a motive to donate. It’s a big ask for one video to do all that and ideally a range of videos would be created, but when working with tight budgets, as charities often are, a brand video is often the best way to make people aware and compel them to donate.

Customer Journey Videos

These videos illustrate the customer’s experience with the brand, from awareness to purchase and beyond, often used to empathise with and guide the customer.

Brand Explainer Videos

Not to be confused with animated explainer films which are designed to shed light on a specific product, process or service, brand explainer videos are short, informative videos that explain a brand’s mission, vision and values in a simple, engaging, and easy-to-understand way.

FAQ Videos

Addressing common questions that customers have about the brand, products, or services, these videos can be an effective part of customer service strategy.

Each type of brand video plays a unique role in a comprehensive marketing strategy, helping to build a multidimensional, engaging, and relatable brand narrative. Whether it’s through heartwarming brand anthems, informative explainers, or engaging social media clips, the right mix of video content can significantly enhance a brand’s connection with its audience. If you’re interested in getting a brand video, or want to hear more about brand videos, give us a shout! 

Author Bio

Adam Neale has been working in the video industry for over two decades. He has run multiple production companies and has received awards for his work from global film festivals along with a Vimeo Staff Pick and a Webby Award.