Brand videos are one of the most effective campaigns a brand or a company can use to attract customers. Brand videos are not easy to make as it requires expertise with video production.
In this article one of our video experts will share tips and knowledge about how companies and marketers use brand videos for promos.
Table of Content
How Companies and Marketers Use Brand Video for Promos
In today’s digital landscape, brand videos have become an essential tool for companies and marketers to connect with their audience, tell their stories, and promote their products or services. These powerful visual narratives can capture attention, evoke emotions, and leave a lasting impression on viewers. Let’s dive into the world of brand videos and explore how they’re created and used effectively.
Understanding the Concept of Brand Videos
Brand videos are more than just commercials or product demonstrations. They’re visual stories that embody the essence of a company or brand. These videos aim to create an emotional connection with the audience, showcasing the brand’s values, mission, and personality.
Think of a brand video as a first date with your audience. You want to make a great first impression, show off your best qualities, and leave them wanting to know more about you. Just like you wouldn’t start a first date by immediately asking for a long-term commitment, a brand video shouldn’t be a hard sell. Instead, it should be an engaging introduction that piques interest and builds trust.
Key elements of effective brand videos include:
– A compelling narrative
– High-quality visuals
– Emotional appeal
– Alignment with brand values
– Clear messaging
For example, Nike’s “Dream Crazy” campaign featuring Colin Kaepernick wasn’t just about selling shoes. It was about aligning the brand with values of determination, courage, and standing up for what you believe in. The video sparked conversations and strengthened Nike’s image as a brand that supports athletes who push boundaries.
Hiring a Video Production Team
Creating a top-notch brand video often requires expertise beyond what many companies have in-house. This is where hiring a professional video production team comes into play. These teams bring together various specialists, each contributing their unique skills to the project.
A typical video production team might include:
Director – Oversees the creative vision
Cinematographer – Handles camera work and lighting
Sound Engineer – Manages audio recording and mixing
Editor – Assembles footage and creates the final cut
Motion Graphics Artist – Creates animations and visual effects
When choosing a production team, it’s crucial to look at their portfolio and ensure their style aligns with your brand vision. It’s like choosing a dance partner – you want someone who can move in sync with you and make you look good!
Remember, communication is key. Be clear about your goals, budget, and timeline. A good production team will collaborate with you to bring your vision to life while offering their professional insights to enhance the final product.
Highlighting the Subject
The subject of your brand video is its heart and soul. Whether it’s a product, a service, or your company’s mission, it needs to be presented in a way that captivates your audience.
Here are some tips for effectively highlighting your subject:
1. Know your audience: Tailor your approach to what resonates with your target viewers.
2. Show, don’t tell: Use visuals to demonstrate benefits rather than just talking about them.
3. Create context: Help viewers understand how your subject fits into their lives.
4. Use storytelling: Weave your subject into a narrative that engages emotions.
5. Focus on benefits: Highlight how your subject solves problems or improves lives.
Let’s say you’re creating a brand video for a new eco-friendly water bottle. Instead of just showcasing the bottle’s features, you might tell the story of how it helps a busy environmentalist reduce plastic waste while staying hydrated on her adventures. This approach not only highlights the product but also creates an emotional connection and showcases its real-world benefits.
Montage Clips for the Video
Montages are a powerful tool in brand videos, allowing you to convey a lot of information in a short time. They’re like a highlight reel of your brand’s best moments, condensed into a few impactful seconds.
Effective use of montages can:
– Show product versatility
– Illustrate before-and-after scenarios
– Demonstrate a process or journey
– Evoke a particular mood or emotion
When creating montages, pacing is crucial. The rhythm of your cuts should match the energy of your message and any background music. Fast cuts can create excitement, while slower transitions might evoke nostalgia or contemplation.
For instance, a travel company might use a montage of diverse landscapes, smiling travelers, and local experiences to quickly showcase the range of adventures they offer. This visual buffet gives viewers a taste of what they could experience, whetting their appetite for more.
Adding Visual Effects
Visual effects can take your brand video from good to spectacular. They’re the secret sauce that can make your video more engaging, memorable, and shareable. However, like any powerful tool, they should be used wisely.
Some popular visual effects in brand videos include:
– Motion graphics: Animated text or logos that add dynamism to your video.
– Color overlays: Can create a mood or highlight specific elements.
– Transitions: Smooth movements between scenes that maintain viewer engagement.
– 3D elements: Add depth and interactivity to your visuals.
– Slow motion or time-lapse: Emphasize specific moments or show processes.
Remember, the goal of visual effects is to enhance your message, not overshadow it. They should be like a good waiter at a restaurant – present when needed but never distracting from the main course (your content).
A great example of effective visual effects is Apple’s product videos. They often use sleek 3D animations to showcase their devices from every angle, combined with smooth transitions and motion graphics to highlight key features. These effects not only make the videos visually stunning but also help viewers understand the products better.
Using the Correct Color Grade
Color grading is like choosing the right Instagram filter for your brand video – it sets the mood and enhances the visual appeal. The right color grade can evoke specific emotions, reinforce your brand identity, and create a cohesive look across all your video content.
Here are some things to consider when color-grading your brand video:
1. Brand colors: Ensure your color grade complements your brand’s color palette.
2. Emotional tone: Warm colors can evoke comfort and excitement, while cool colors might suggest calmness or professionalism.
3. Consistency: Maintain a similar look across your videos to strengthen brand recognition.
4. Contrast: Ensure important elements stand out against the background.
5. Saturation: Adjust the color intensity to match your brand personality (vibrant for energetic brands, muted for more serious ones).
For example, Coca-Cola often uses a color grade that enhances red and creates a warm, inviting atmosphere in its videos. This not only reinforces their iconic brand color but also evokes feelings of happiness and togetherness – key elements of their brand image.
Balancing Sound and Music
Audio is the unsung hero of great brand videos. The right sound design and music can elevate your visuals, stir emotions, and make your message more memorable. It’s like the seasoning in a gourmet dish – it might not be the main ingredient, but it can make or break the overall experience.
Consider these elements when working on your video’s audio:
– Voiceover: A clear, engaging voice can guide viewers through your story.
– Sound effects: Subtle audio cues can enhance visuals and maintain viewer interest.
– Background music: Sets the tone and pace of your video.
– Brand sounds: Unique audio elements (like jingles) that reinforce brand identity.
When choosing music, think about the mood you want to create and how it aligns with your brand personality. Upbeat pop might work for a fun, youthful brand, while classical music could suit a more luxurious, sophisticated image.
Remember to balance all audio elements carefully. Your background music shouldn’t overpower your voiceover, and sound effects should enhance the experience, not distract from it. It’s like conducting an orchestra – all elements should work in harmony to create a beautiful symphony.
Don’t forget to check out this video about how to successfully catch viewers’ attention and engagement with professional video editing.
FAQ
How long should a brand video be?
It depends on the platform and purpose, but generally, aim for 60-90 seconds for promotional videos. Longer storytelling pieces can be 2-3 minutes.
How much does it cost to produce a professional brand video?
Costs can vary widely, from a few thousand dollars for a simple production to hundreds of thousands for high-end commercials. Define your budget early and find a team that can work within it.
Should I use actors or real employees in my brand video?
Both can work well. Actors offer professionalism, while employees can add authenticity. Choose based on your message and brand image.
How often should I create new brand videos?
Aim to refresh your main brand video annually or when significant changes occur in your business. Create additional videos for specific campaigns or product launches as needed.
Can I use stock footage in my brand video?
Yes, stock footage can be a cost-effective way to enhance your video. However, use it sparingly and ensure it blends seamlessly with your original footage.
How do I measure the success of my brand video?
Key metrics include views, engagement (likes, comments, shares), click-through rates, and conversion rates. Also, consider brand lift and sentiment analysis.
Social Channel Studios as Video Editors
While many aspects of brand video creation require on-set expertise, the magic often happens in post-production. This is where video editors, like those at Social Channel Studios, can truly shine. These professionals take all the raw ingredients – footage, sound, effects – and blend them into a cohesive, impactful final product.
Video editors bring several crucial skills to the table:
– Storytelling: Arranging footage to create a compelling narrative.
– Pacing: Ensuring the video maintains viewer interest from start to finish.
– Technical expertise: Proficiency in editing software and techniques.
– Problem-solving: Finding creative solutions to footage or story challenges.
– Attention to detail: Polishing every frame to perfection.
Whether you’re a content creator looking to elevate your YouTube videos or a marketing team producing brand content, collaborating with professional editors can help you achieve a polished, professional result. They can help you navigate the complex world of post-production, ensuring your vision comes to life on screen.
Remember, though, that the best results come from a collaborative process. Be clear about your goals and open to the editor’s suggestions. After all, two heads (or more) are often better than one when it comes to creating stellar brand videos!
If you are interested in hiring us or learning more about our services, please contact us today or book a free consult with one of our specialists. We look forward to working with you!
