Making Great Brand Films

21.02.2023 Content Strategy
Eoin Dowdall
Creative Director

Corporate brand films have become an increasingly important tool for businesses to communicate their identity and message to their target audience. A great corporate brand film should effectively capture the essence of the brand and communicate it in a clear and concise manner to the audience. However, there are several other key factors that contribute to making a corporate brand film great.

One essential factor is authenticity. In an era where consumers demand transparency and honesty from the brands they support, a brand film that appears overly scripted or contrived can quickly lose the audience’s trust. According to a study by Stackla, 90% of consumers say that authenticity is important when deciding which brands they like and support. To create an authentic brand film, businesses must find a way to showcase their values, personality, and culture in a way that feels genuine and honest.


Another essential factor is emotional resonance. Great brand films often tap into the audience’s emotions, whether it’s through humor, inspiration, or empathy. Emotionally charged ads have been found to be twice as effective as those that simply deliver a rational message, according to a study by Unruly. A brand film that can elicit an emotional response from its audience is more likely to be remembered and shared, which can ultimately help to promote positive brand association.

Visual appeal is another crucial factor that contributes to the success of a corporate brand film. High production values and engaging visuals can help capture the audience’s attention and communicate the brand’s message effectively. According to a study by Wyzowl, 84% of consumers say that they have been convinced to buy a product or service by watching a brand’s video. To make an impact with a brand film, businesses must ensure that the visuals are of high quality and align with the brand’s overall message and identity.

A clear call to action is also essential in guiding the audience towards the desired action. A brand film that includes a clear call to action can generate 380% more clicks than those without, according to a study by Wistia. Businesses should ensure that their brand film includes a clear and compelling call to action that motivates the audience to take action.

Corporate Video Production
Corporate Video Production

Lastly, it is important to keep the brand film relevant to the brand’s current objectives and the larger cultural context. According to a study by Brightcove, 62% of consumers are more likely to have a negative perception of a brand that publishes irrelevant content. Brands should take the time to ensure that their brand film is timely, culturally relevant, and aligns with their current objectives.

In conclusion, a great corporate brand film should authentically represent the brand’s identity and message, while resonating emotionally with the audience. It should also include engaging visuals, a clear call to action, and remain relevant to the brand’s current objectives and the larger cultural context. By following these guidelines, businesses can create a powerful and effective brand film that resonates with their audience and helps to promote positive brand association.

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