Think about the last commercial you watched. Did it pull you in? Did you immediately understand what it was trying to convey?
If you can’t answer with a simple yes, chances are the commercial wasn’t effective.
This is usually a result of poor storytelling.
A brand video that lacks a clear story fades into the background, while a video that is grounded in story can effectively communicate meaning and emotion, resonating with audiences long after the initial viewing.
It can help the audience understand your why: why you exist, why you matter, and why they should choose you.
If you’re ready to tell your brand story in a new and compelling way, the good news is that any brand can harness storytelling through video. Read on to learn how!
Seven Tips to Help Tell Your Company Story Through Video
Businesses are always thinking about the next big and innovative way to grab the attention of their audience. But in today’s world, the smartest brands are doing more than just chasing trends; they’re mastering video. After all, video is one of the most effective tools for storytelling, advertising, and brand engagement.
According to Forbes, the inclusion of content in marketing strategies is now the norm, with 90% of marketers incorporating video content into their approach. Video offers an opportunity to create an emotional connection, showcase personality, and bring your brand’s values to life in a way that words and static images can’t. It’s flexible, scalable, and works across every platform.
For those of you who haven’t already tested the waters, we’re exploring 7 tips you can use to make a standout brand video.
1. Provide Personality and Authenticity to Stand Out in a Crowded Market
Anyone can write an “About” section on a company website, but how much information does that truly give you? Sure, it shares quick facts, but it rarely feels engaging or memorable. Now imagine replacing that static text with video. Suddenly, your brand goes from words on a page to something real, relatable, engaging, and authentic.
A quick video of the CEO, manager, or team explaining more about the company’s strengths and goals can transform the way people experience your site and your brand. These days, consumers can see right through businesses and their intentions. Having generic content won’t capture attention as it once did, and sometimes it even drives your target audience away, leading them to your competitors.
So, get creative! Adding personality to your website and brand content allows viewers to feel more connected with you, making it easier for them to find common ground with your company.
You want your audience to meet the people driving your products and services, see behind-the-scenes glimpses, and feel invited into your world. That kind of authenticity helps potential customers recognize your offerings and see the real value behind them.
2. Immediately Reveal the Purpose or Goal of What You Offer
Before gaining your audience’s trust, you need to make the purpose of your video clear from the very beginning. Viewers should instantly understand what your company does and why it should matter to them.
The difference between making a good video and a great one comes down to clarity of purpose and storytelling. A good video gives the audience an intimate, first-hand look at the inner workings of a company and the people who make it thrive. A great video does this while also making the bigger goal unmistakable, whether it’s to educate, inspire, or invite them to take action.
So, ask yourself the following questions:
- What is the ultimate goal of your business?
- Are you trying to reach more customers and build awareness?
- Are you unveiling a new product and need to spark curiosity and excitement?
- Do you want to highlight your brand values to attract long-term loyalty?
Whatever the answer, your video should communicate it directly and with intention. When the purpose is clear, every scene, sound, and word builds toward that goal, and your audience knows exactly why they should care.
3. Create a Compelling Script to Keep Your Audience Engaged
Once you’ve brainstormed ideas with your colleagues and chosen the type of video you want to create, it’s time to finalize all the details, and that starts with a script. Your script is a blueprint for how your story will unfold. Every line, pause, and visual cue should serve a purpose.
Remember to weave in the crucial information your audience needs to hear, while keeping the tone authentic and aligned with your brand voice. That could mean a CEO voiceover that grounds the message in leadership, motion graphics that make complex ideas easy to digest, or even employee soundbites that highlight authentic culture and values.
A strong script should easily connect with your audience. It should set the rhythm, clarify the message, and keep your viewers engaged from start to finish. When your story is scripted with intention and precision, you will attract and engage your target audience, build loyalty, and elevate brand awareness in a meaningful way.
4. Keep the Audience’s Attention for Better Conversions and Results
The biggest marketing obstacle brands face is keeping their audience’s attention. If your content isn’t tailored to and immediately engaging for the people you’re trying to attract, they’ll lose interest and keep scrolling. This is why using video is extremely useful. It immerses the audience, making them feel as if they are part of the experience the video creates.
Still, a basic video won’t move the needle because your brand story needs to be unique and interesting.
To keep people watching, focus on creating an experience that feels dynamic, engaging, and worth their time. Think about layering in elements that bring your story to life, such as:
- Motion graphics that make complex ideas simple and visually engaging
- Music or recognizable sounds to set the mood to create an emotional connection
- A catchy introduction that hooks your audience in the first few seconds
- Voiceovers by employees to add credibility and a personal touch
- B-roll footage of your location to give viewers a sense of place and authenticity
- Humor to break down barriers and make your brand feel relatable
- Q&A segments to address real audience questions in real time
The more creative your video is, the more likely your audience is to stay engaged. Narrative-driven or interactive formats, for example, can pull viewers deeper into your story and encourage them to take action. The goal is to hold their attention long enough that they walk away remembering you.
5. Separate Yourself From Other Brands
When telling your brand story, you always want to differentiate yourself. Even if your story shares similarities with others, the way you frame and present it should feel distinct. A fresh perspective is what helps you stand out from the competition.
For instance, if you recognize that many companies use voiceovers of employees or managers as a creative choice for video marketing, consider changing it up. Featuring them on camera instead can create a more personal connection with viewers.
By making creative choices like this, your videos become memorable. Audiences get to put a face to the name, which builds trust and helps strengthen the human side of your brand.
6. Hit the Highlights an Ideal Customer Should Know
Every story has ups and downs, but when it comes time to tell your story through video, the key is in how you frame it. Rather than overwhelming your audience with every detail, focus on the highlights that create an emotional connection.
When discussing the “lows,” don’t dwell on the struggle, but frame them as stepping stones that lead to growth, innovation, or resilience. Then, always bring the story back to a “high” where your company is positioned in a positive, inspiring light. This makes your brand relatable and demonstrates your ability to overcome challenges.
Remember, sometimes saying less is more. Avoid overly technical language or long backstories that could lose your audience’s attention. Instead, think about what your ideal customer needs to know: What problem do you solve? Why does it matter to them? What makes your journey unique?
By keeping your video concise, clear, and focused on outcomes, your story will stick with your audience and motivate them to take action.
7. Create Engagement and Build Relationships to Strengthen Brand Loyalty
Building relationships with your customers starts by making your brand easy to access, easy to share, and worth talking about.
On social media platforms, sharing power is built in. Consumers can like, comment, and share content constantly, which pushes your content to other users, amplifying its reach. For scale, there are more than 700 YouTube videos shared on X every minute.
Thanks to social media platforms like Meta and TikTok, the potential reach of your video is limitless, making it easier than ever to share and promote your content. You simply post the content and let the audience do the rest.
Through sharing, you create engagement with more than just your target audience. A loyal customer may share your video with their network, sparking interest from people who might not have sought you out on their own. That ripple effect is why shareability is crucial: it turns your brand video from a piece of content into a relationship-building tool with virtually unlimited reach.
Conclusion
At the end of the day, your brand story is the heartbeat of your business. The way you tell it through video determines whether your audience scrolls past or stops, connects, and remembers you. A clear purpose, an intentional script, and authentic storytelling can transform your brand from just another name in the market into a company people trust, share, and choose.
At Bottle Rocket Media, we turn business ideas into creative, visual stories worth telling, and we love every second of it. With over 14 years of experience, we can help you tell your brand story!
Check out our client portfolio and drop us a line if you’re ready to take your storytelling to the next level. No matter your vision, we’re here to help bring it to life, add flair, and help broaden your audience in the process.