What makes a brand video sparkle?

Published Jun 26, 2019 | Written by Jeremy Knight

Video is a fantastic way to paint a picture of your business and help people gain a deeper understanding of your brand. That's why when it comes to getting an important message across, 87% of marketing professionals use video as a marketing tool

Brand video can be used to communicate your company’s vision, history, products and services. The main goal of this kind of content is to create awareness around your company, and make a strong connection with your target audience. 

If you're ready to create a video that celebrates your brand personality, here are some talking points to mull over while you refine the script:

1. Why does your business exist?

Today’s audiences are deeply concerned with the motives and driving forces behind the companies they do business with. They want to know what you stand for, and whether or not your values align. What problem does your business solve, what is its reason for being?

Sharing your brand’s mission values can help foster trust and build lasting relationships. 

2. How did you get started?

HubSpot states that 90% of searchers won’t have made their mind up about a brand before starting their search. 

First impressions count, so it’s important you make a personal connection with potential buyers. Backstories can be emotionally compelling. People commit to a purchase for many reasons, and showing your roots can help inspire confidence and interest. 

Whether it was a founder’s lifelong dream, or an eye-opening event, your business began for a reason - and that reason may be the beginnings of a truly compelling story.

3. Who is your target market?

What does your audience care about most? What are their pain points? In a brand video that serves as an introduction to your company, it makes sense to touch on how these problems are related to your your story. 

Before embarking on any video marketing campaign you should have a clear understanding of your buyer personas and your target audience.

4. What does your business provide?

Your brand video might be a prospect’s first exposure to your brand. It’s important they get a sense of who you are (and that is often the main focus of a brand video) but it’s equally important they understand what you do. 

Don’t assume your audience has a working knowledge of the products and services you offer. While this project may not be the time to go in for the hard-sell, there should be some clear indication as to what your business does.

5. Who are your competitors?

As prospects become more acutely aware of their problems, it’s inevitable that they will draw comparisons as they evaluate their options.

Consider your competitors not only in terms of how you can match up to them, but how you outrank them. What differentiates you? Use your brand to reinforce authority in the marketplace. If there are industry trends, or other things you’re leading the front on, video is a great way to highlight innovation.

If you're looking for more tips on how to build a brand with video, take a look at this blog by Wistia. They dig into the key characteristics of successful brand videos.


Building a brand with video doesn’t take a lucky break or a viral hit; as they say, the devil’s in the details. Each video you create is a puzzle piece making up a larger picture that contains clues about what your brand is about and the story you want to tell your audience. And while every business is unique, there are a few common traits that all successful brand videos share:


Published by Jeremy Knight June 26, 2019
Jeremy Knight