Every corporate brand video is different. It’s not just that the final cut varies, a brand video is an extension of who a company is and what it represents. A brand video tells a story about who you are and what you stand for. The work that goes into creating the concept, writing the story and the visual language all need to align and embody the message that a brand is looking to communicate.
How we tell a story can often be just as important as the story itself. How can a company use brand videography to connect with audiences, though? It’s a fluid, dynamic process that can garner incredible results.
Here’s how to tell your company’s story through a brand video:
What Is a Brand Video?
A brand video isn’t just an advertisement in the traditional sense. In 2023, 91% of businesses used video as a part of their marketing strategies, and brand videography is a highly effective way of connecting with audiences so that they understand what your brand is all about.
A great example would be this video Studio Spero helped create for Richard Lobsinger, a Calgary-based realtor who stands out even in a crowded market. In less than a minute, the brand video was able to showcase the professionalism and high standards that Lobsinger embodies in his business.
Brand videos can serve a variety of purposes, though, including:
- Telling a brand’s story: More than ever, audiences want to know about the brand they’re going to be making purchases from, and over 71% of consumers say they’re more likely to buy from brands they trust. Through brand videos, companies can tell their story. Who are they? Where are they from? How have they grown? A brand’s story can build a sense of connection with its audience, and brand videography is a great way of fostering that.
- Showcasing what you do: Whether it’s products or services, a brand video is a great way of highlighting what your business brings to the table.
- Driving engagement: Brand videos raise awareness and drive engagement, both of which are incredible tools for brand growth in 2025.
What Makes a Great Brand Video?
Your company is going to want to tell its story in its brand videography, and that might mean it looks completely different from every other brand video out there—that may even be the goal.
But there are a few key things that can make a brand video really sing.
Know Your Audience
Understanding the tastes of the audience you’re trying to engage with can be a powerful tool in brand videography. Connecting with viewers is one of the goals of brand videos, so understanding what gets them excited and engaged and then catering your brand video to those preferences can be helpful.
A Distinct Voice
A brand video shouldn’t be a stark departure from your company’s usual branding. Whether that’s the typography on the screen, the tone, or any other element of the video, having a unique and distinct voice that reflects your brand’s values and personality is highly effective.
Compelling Emotion
Emotion is a powerful tool, and it can hook audiences while they watch a brand video. Finding an honest and compelling emotional angle is an important part of the scripting process for brand videography and is a vital driver of engagement.
Alignment in Messaging
There are a lot of different moving pieces that go into making a great brand video. All of them should be aligned and strive to embody the core message that the brand videography is looking to get out into the world.
That includes everything from the cameras that are used and the storyboarding to scripts, actors, and voiceovers. The more everything is aligned on a brand video, the more powerful the message.
Engaging Visuals
Keeping audiences engaged gets harder every year, so having visuals that are unique and modern is helpful. In addition, having visuals that are contextual (of your actual services, products, and people) and authentic can help represent your brand’s sophistication and personality.
How to Make a Great Brand Video
Now that we’ve established what makes a great brand video, the natural question is how you actually go about doing it. At Studio Spero, we’ve developed a tried-and-true process, and our portfolio is full of brand videos that connect with wide audiences.
- The Importance of Discovery
The discovery phase is extremely important when you’re developing a brand video. It’s where the team at Studio Spero will learn about your business, its values, story, and marketing goals.
As a company, you can use the discovery phase to ask questions and communicate your wants, needs, and goals for your brand video to make sure all the next steps are in line with your vision.
- The Creative Phase
Once we’ve established the goals and vision for your brand video, it’s time to start finding the story you’ll look to tell and get to work on concept creation. The goal is to find a story that’s compelling, emotionally resonant, and engaging before we start the pre-production phase.
- Pre-Production
Everything that happens in pre-production is informed by the discovery and creative phase. From storyboarding to scriptwriting, the goal is to make sure the message your company is trying to convey in its brand video is loud, clear, and connects emotionally with its audience.
If there are shots or lines of dialogue that might distract from that message, they shouldn’t be in the script or storyboard.
- Production
This is where our professional film crews turn on the cameras and get to work shooting what’s needed for your brand video. Our creative video productions have included drones for aerial shots and use high-def Sony A7sii cameras that produce 4K, 10-bit videos that look amazing on every screen size.
- Post-Production
Editing, adding VFX, sound design, and colour grading are all important parts of corporate videography, as they allow our team to fine-tune every element of the final product to highlight the messaging. This can include adding animation and corporate logos and typefacing throughout the brand video to make it even more recognizable for audiences.
Bring Your Brand Video to Life with Studio Spero
Brand videography is an amazing way for companies to tell their story, showcase products and services, and connect with audiences and consumers. Through thoughtful planning and working with professional film crews, scriptwriters, and editors, Studio Spero helps companies create engaging and compelling brand videos that stand out in a crowded marketplace.
For more information on brand videography or to get started, contact us today.