What makes a good brand film?

Wednesday March 6, 2024

Brand Films, Company Intros, ‘About Us’ – whatever you want to call them, they’re one of the most powerful tools for helping potential clients understand who you are, what you do and how you can help them. In fact, according to Wyzowl, 82% of people have been convinced to buy a product or service by watching a video.

But what approach should you take, and what should they include?

Here are our top tips.

1. Don’t Make it a Sales Pitch

If you want to sell a product then there are easier ways to go about that, you don’t want your audience to reach the peak of the emotional journey you’ve laid out for them only to be met with an infomercial. A good brand film will inspire your audience to learn more about your company all by themselves. We believe they will also immediately trust you more if they do not feel like they are being sold to.

2. Music Isn’t a Crutch

Music choice can dictate the whole tone of your film, but you can’t put violins under a minute of someone describing their job in monotone and expect it to change the world! The film itself needs to resemble the tone you want the final product to have so that the music can complement it.  The same goes for colour grading; if you want the film to be warm and reassuring, then you’ll want to film with warm lighting in a cozy setting.  Slapping a filter over your video or asking the music to do all the hard work isn’t going to cut it, but if you can pair perfect music choice with effective footage, the messages and emotions will soar.

3. Make it Authentic

Your audience will be able to tell if your film isn’t earnest, but in a good film they’ll be able to see the pride you take in your work. A great way to show that pride is to have interviews with your staff as they talk about what they do in the company and why they enjoy their roles. You don’t want stilted and disinterested descriptions of how your company operates, you want to set the scene for what your brand is all about in an enthusiastic, well-informed, and succinct way. Getting small soundbites of testimonials from clients can also add to this authenticity.

4. Call to Action

Your future customers have just finished watching your beautifully crafted film… now what? If your video was successful in promoting your brand or messages, then you don’t want that intrigue to go to waste! They’ll want to find out more about what your company can do for them or where they can find your products. Give them a call to action, a website to go to, an email address to write to – even just another video to watch. Give them some next steps to follow to find out what your company and products can do for them.

Of course, before all of that, you’ll need to commit to producing a video! If you want to find out more about how we can help you create beautiful brand films to promote your business, get in touch today.

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