Brand videos tell viewers who your brand is. They make a statement about what your brand stands for and what people should expect. This matters, because Google Cloud research shows that 82% of shoppers want to buy from brands that align with their values.
When you say “this is who we are” you’re also saying “this is who should shop with us.” There’s no better way to make that kind of brand statement than with video.
In our years of video production, we’ve made our share of brand videos. Here are a few of our favorite examples, along with tips on how to create your own brand video.
Brand Video Examples Worth Emulating
AirBnB – the Bélo
This video has an audacious goal – to introduce a new symbol into our visual vocabulary. You don’t see that new symbol right away. It’s actually 30-seconds in before it first appears on the screen as the symbol on a postage stamp
The folksy music and simple animation evoke a hominess that feels comfortable and familiar, even as the video offers you something new — the Bélo
While researching for this article we watched a lot of brand videos, and we started to notice a trend. Many brand videos deliver a BOLD MESSAGE by relying on big text and intense music. The archetypal version of this may be the Ogilvy brand video from 2018.
Ogilvy – Change
Ogilvy walks a fine line in this video. They’re trying to convey modernity and a commitment to change, while also drawing on their decades of industry experience. Whether you like this style of video or not, the values they’re espousing are clear.
Yet we would argue that a story—with characters—is more compelling than even the BIGGEST font. Take, for example, the Lyft Origin Story video.
Lyft Origin Story
Lyft presents a perfect example of a character-driven brand video. It offers relatable characters and a quirky story that seamlessly transitions from the past into the future. All with a voiceover that would sound right at home in a blockbuster movie.
It’s fun and playful, yet the message is clear. Amidst the music and the bright color scheme, this video carefully positions Lyft as the rideshare company for everyone.
It makes you imagine a world where individual car ownership is obsolete, without giving you time to wonder how Lyft would work without the nearly 2 million individual automobile owners that make up its driver base. This isn’t a quarterly shareholder’s meeting, it’s a brand statement video. And it works because it’s full of relatable characters that are part of a compelling storyline.
IdeaRocket – Our Founder’s Story Video
In our own Founder’s Story video, we wanted to bring out the characters behind our brand — that is, the real people who make IdeaRocket Animation the production studio of choice for Healthcare, SaaS, Human Resources, and others who need explainer videos and animated commercials that tell their unique brand stories.
We told the story of IdeaRocket by following our Founder, Will Gadea from his childhood in Peru through film school in New York, and into the future of what we hope IdeaRocket will be. It’s voiced by Will himself – giving the whole video a personal feel.
Getac Branding
Of course, much as we love animation, we recognize that it is possible to create a compelling brand statement primarily using live action video. This Getac Branding video introduces the new Getac Select brand. Everything in this video, from the music to the voiceover, to the clips and transitions, is designed to convey strength and dependability. The 3D animated segments tie in seamlessly to give the video a modern, technical feel.
Tips for Creating Your Own Brand Videos
- Build on your values – As mentioned above, most customers (including B2B customers) want to do business with brands that match your values. Try to refine your values into a single, clear brand statement. Use this to guide your video production process.
- Focus on story, not costumes – audiences don’t really care about your new fonts and logo. They need to know the values and ideas that drove your decisions. If you find yourself focusing on your “new typeface” it’s time for a rethink.
- Remember, every element is a brand element – The colors, animation style, characters, and music in your video should all work together to present a harmonious image of your brand. Grab your brand style guide and make sure everything aligns.
- Choose your music wisely – Music may be the most underappreciated part of video creation. Your soundtrack sets the pace and tone for your whole video. Don’t let it be an afterthought. Choose the perfect music.
Want some support as you turn your brand statement into a compelling video that shares your values? The video marketing experts at IdeaRocket are here to help. We make 2d animation, 3d animation, whiteboard, motion graphics, mixed media animation and even live action videos to help brands shine. Contact us today to get started.
