Brand story videos — what, why & how

Deadline Creative is a Brampton-based creative marketing agency that focuses on video production, especially “brand story video” content. Since launching the agency full-time just one year ago, Troy Robinson and Matt Davidge have created this kind of work for companies spanning 21 industries. 

Talk is cheap and pictures are worth a thousand words—so here’s how brands can make Brand Videos that resonate, according to Matt, Deadline’s co-founder and director of creative services. 

How is a brand story different from an ad?

A brand story video gives a general overview of the company—who works there, who the owner is, and why people should care about the business. It includes customer testimonials to differentiate from competitors. Ads are more targeted towards specific goals like recruitment, lead generation, product sales, or internal training. Brand story videos are broader and give a holistic view of the company.

Where do these fit in the marketing funnel? Do clients ever use them as Facebook ad creatives, for example?

It fits in the middle of the funnel. You want a warm lead who already has some knowledge about the company. They might be looking for more information, so they visit the website where the brand story video is often the first thing they see. Video is a stronger medium than text for conveying the company’s story. We don’t specialize in tracking ad data, but we follow up with clients to see the video’s impact. Many mention improved social presence and legitimacy. For lead generation, clips from the brand story video, like customer testimonials, can be used as targeted ads.

How do you measure the success or uplift from a brand story video?

It’s challenging since we don’t track ad data directly. We follow up with clients to discuss the video’s impact. They often mention enhanced social presence and legitimacy. For generating sales and leads, we suggest running targeted ads using clips from the brand story video.

How would a marketing manager pitch the need for a brand story video internally?

The key is to understand the desired outcome—whether it’s lead generation, brand awareness, or recruitment. A brand story video can address all these needs. It’s important to work backwards from the desired outcome to determine if a brand story video is the right tool. It’s not our only offer, but it’s our main one. We aim to identify businesses that would benefit most from it.

What types of businesses need this kind of content?

Businesses with a good volume of sales, a customer base, and positive profits are ideal. They might have an outdated website or no social presence. A business that’s been around for a few years and has some marketing spend to invest in high-quality content would benefit from a brand story video. We provide brand strategy, production, and follow-up support to ensure the video is effectively used.

What makes a good brand story video? What separates it from a less effective one?

A good brand story video has a compelling story behind the business and includes customer and employee testimonials. The CEO or owner can present the business, but employees and customers provide an accurate description of the company’s impact. A unique and genuine story about the business’s origin and mission is crucial.

People love stories. A compelling story might involve a family-owned business that started small and grew over time. It’s about the journey, not just the money. It’s about creating a life and legacy, having flexibility, and making an impact. A good story reflects the reasons behind starting the business and the unique value it offers.

What’s your experience working with larger companies and enterprise clients?

It can be challenging due to past negative experiences with videographers and mismanaged communication within large corporations. However, we’ve worked with great corporations, like Delta Hotels. It’s about showing you’re a real person and navigating the conversations effectively, even though it’s easier with smaller companies where you can directly interact with the owner.

What advice would you give to a company wanting to make a brand story video in-house?

I encourage people to feel empowered to create, but for something customer-facing and reflective of your brand, it’s worth doing professionally. Working with experienced professionals ensures a high-quality product that accurately represents your brand. It’s like hiring a professional photographer for your wedding—you want it done right the first time.

Are there trends within brand story videos?

Trends can exist in stylistic choices, like camera movements, but the overall idea of a Brand Story video is not a trend. It’s a reflection of the business in a video format, similar to an about page on a website. It’s about showcasing the unique ideas and stories behind the company.