Brand films have evolved far beyond traditional corporate videos in today's digital landscape.
They’re not just about showcasing your product or service, they’re about telling a story, your brand's story, in a way that resonates and relates with your audience and drives meaningful engagement.
Yet, as you may well know, creating a truly effective brand film involves much more than just pointing a camera and hitting record. It requires a delicate balance of strategic thinking, creative storytelling, and technical expertise to create brand content that actually converts viewers into new customers.
So whether you’re planning your first-ever brand film or are looking to elevate your existing marketing strategy, we’ve created this guide to walk you through the essential elements that transform normal brand videos into powerful tools of conversion.
From determining the perfect length for your platform to identifying must-have elements that drive action, we'll cover everything you need to know to create brand films that deliver real results.
So sit down, grab a pen and paper and focus…
The next 9 minutes could revolutionise your brand's content strategy.
What should a brand video include?
Let’s cut through the noise, not all brand films are created equal.
While some become great conversion drivers for certain brands, others completely miss the mark and fall flat, collecting digital dust in the corners of YouTube.
The difference?
It’s not just about production value or having the latest camera gear (Although that helps) It’s about including the right elements in the right way.
Let’s take a look at what goes into making a good brand video:
A clear purpose beyond selling
The most effective brand films aren’t just glossy commercials.
They’re strategic tools with a clear purpose in mind, whether that’s building trust, showcasing company culture or demonstrating thought leadership.
Before any cameras roll, you need to know exactly what you want your audience to think, feel, and do after watching.
An emotional core
Here’s what many brand films miss:
Decisions.
Even in B2B, brand films are made with emotion and justified with logic. Your brand film needs to tap into specific emotions that drive your audience’s decisions.
Are they frustrated with current solutions? Anxious about falling behind competitors? Excited about innovation?
Find that emotional core and build your story around it.
Authentic brand voice
Your brand film should feel like a natural extension of your brand's personality.
For example, If you're a cutting-edge tech company, your film should feel innovative and forward-thinking. If you're a family-owned business, authenticity and warmth should shine through.
The key is consistency, your film should align with every other touchpoint of your brand
Compelling story structure
Even a 2-minute brand film needs a clear beginning, middle, and end.
Think about it like this: Open with a problem or aspiration your audience relates to, show how your brand understands and addresses it, and then close with a clear path forward.
No need for complex plots, just a simple, relatable journey that is both easy to understand and pulls viewers through.
The technical elements that go into creating a brand film
Now that we've covered the strategic elements, let's dive into the technical aspects that will elevate your brand film from good to exceptional.
These aren't just nice-to-haves.
They're the building blocks that ensure your message lands with impact.
How long should a brand film be?
Let's address the burning question.
“how long should my brand film be?”
The answer isn't one-size-fits-all, but here's what works:
- Social Media Cuts: 30-60 seconds
- Website Hero Film: 90-120 seconds
- Full Brand Story: 2-3 minutes
- In-Depth Documentary Style: 3-5 minutes
Remember
Attention spans aren’t necessarily shorter these days, they’re just more selective. If your content resonates, viewers will stay engaged.The key is matching your length to your platform and purpose
A visual style that speaks
Your visual approach needs to align with your brand identity. This means carefully considering:
- Colour Grading: Should match your brand colours and emotional tone
- Shooting Style: From polished corporate to raw documentary
- Pace and Rhythm: Fast and dynamic or slow and considered
- Typography: Must align with your brand guidelines
Sound design matters
Often overlooked, sound design can make or break your brand film. Consider:
- Music Choice: Should enhance emotional impact, not fight with it
- Voice Over: Professional, relatable, and matching your brand tone
- Sound Effects: Subtle but important for engagement
- Ambient Sound: Creates authenticity and depth
Production quality benchmarks
While you don't need Hollywood budgets, certain quality standards are non-negotiable:
- Stable, well-composed shots
- Clear, professional audio
- Consistent lighting
- Smooth editing transitions
- High-quality colour correction
Pre-production, planning your brand film for success
The success of your brand film is determined long before the camera starts rolling. This planning phase is where great brand films are truly made - skip it at your peril.
The Strategy Phase
First, lock down these fundamental questions:
Who's watching this?
Beyond basic demographics, understand their challenges, aspirations, and what keeps them up at night.
Are they time-pressed CEOs? Ambitious marketing managers? Young start-up founders? Your answer shapes everything that follows.
What action do you want them to take? Maybe it's visiting your website, booking a consultation, or simply shifting their perception of your brand. Be specific - vague goals lead to vague results.
Where will they watch it? A film designed for a conference keynote needs a different approach than one for Instagram. Know your platform, know its limitations and plan accordingly.
How to write for your brand video
This is your film's blueprint. It should include:
A clear narrative arc that takes viewers on a journey. Start by identifying their current situation, build tension around their challenges, and then position your brand as the bridge to their desired outcome.
Key messaging points that need to be covered. But remember - show, don't tell. How can you demonstrate your value proposition visually rather than just stating it?
Visual references that set the tone. Collect examples of styles, shots, and approaches that align with your vision. This becomes invaluable when communicating with your production team.
The Shooting Schedule
Break down your treatment into specific shots and scenes. Consider:
- Location scouting and permissions
- Time of day for optimal lighting
- Talent availability and preparation
- Equipment requirements
- Weather contingencies (for outdoor shoots)
- Interview setups (if including testimonials)
Shooting day, where the ‘magic’ happens
A compelling brand film typically combines these key shots:
The Hero Shots
These are your film's 'money shots', the ones that instantly grab attention. Think dramatic drone reveals, perfectly composed product shots, or captivating slow-motion sequences.
But remember: they need to serve your story, not just look pretty.
The Human Element
Nothing connects like authentic human moments. This includes:
- Natural interactions between team members
- Genuine customer testimonials
- Behind-the-scenes glimpses of your process
- Real reactions and emotions
The Detail Shots
These seemingly small shots add depth and professionalism:
- Close-ups of your product in action
- Environmental details that set the scene
- Transitional shots that keep your edit flowing
- Brand touchpoints in their natural habitat
Directing for Authenticity
The biggest challenge? Getting natural performances from non-actors. Here's how:
- Make your subjects comfortable before filming
- Have real conversations instead of rigid scripts
- Capture multiple takes from different angles
- Let genuine moments breathe - don't rush
Technical Considerations
Quality control on set is crucial. Watch out for:
- Audio interference from unexpected sources
- Consistency in lighting as the day progresses
- Battery life and memory card space
- Backup plans for technical hiccups
Post-production, bringing your brand film to life
This is where your story really comes together. Good editing can elevate your footage; great editing can transform it into something extraordinary.
The Edit Process
First Cut
Start broad and then refine. Your first cut might be longer than intended - that's normal. Look for:
- The strongest narrative thread
- Natural pacing and flow
- Emotional high points
- Clear message delivery
Fine-Tuning
Now it's time to trim the fat:
- Cut anything that doesn't serve the story
- Tighten transitions
- Perfect the pacing
- Ensure every frame counts
Adding the Polish
Colour Grading
This isn't just about making footage look good - it's about creating mood and consistency:
- Match your brand's visual identity
- Create emotional resonance
- Ensure consistency across all shots
- Make your footage look cinematic
Sound Design
The right audio transforms your film:
- Choose music that enhances, doesn't overwhelm
- Clean up dialogue and interviews
- Add subtle sound effects for impact
- Mix for different platforms
Wrapping up, your brand film checklist
Before you hit 'publish', ask yourself:
✓ Does it tell a compelling story?
✓ Is the message crystal clear?
✓ Does the length match the platform?
✓ Is the technical quality consistent?
✓ Does it drive viewers to take action?
✓ Does it feel authentically "you"?
Remember, a great brand film isn't just about looking good - it's about driving results. Keep your goals in sight throughout the process, and don't be afraid to make bold choices that serve your story.
Ready to start creating your brand film? The investment in time and resources will pay off in engaged audiences, stronger brand recognition, and ultimately, business growth.
What Next?
If you're ready to take your brand's video content to the next level, reach out to us, we understand both the creative and strategic elements of brand filmmaking.
We can help you transform these insights into a brand film that doesn't just tell your story, it drives real business results.
