branding videos
Address the top of the marketing funnel
A branding video is the flagship of your brand and marketing for your organization. It showcases who you are, what you do and what makes your brand unique in the marketplace by creating an emotional connection with your audience. Ultimately, it’s the main video that tells your story and value proposition.
A branding video targets the top of the marketing funnel. The goal isn't to boost direct sales, it’s to raise overall brand awareness and create a better brand perception for clients and consumers. Branding videos have a softer approach and don’t push clients to purchase a particular product or service. Instead, they convey that Experian is a socially responsible company whose goal is to power opportunities and create a better tomorrow.
type 1 — about us
An about us video shows high-level perspectives of your business — what you do, why you do it and how you do it. It’s about corporate culture, your values and beliefs. It often includes your history and should be no longer than 2–3 mins. An effective about us video will not only convey a strong message about your brand, it will also help you hire the right talent and help your employees get a deeper understanding of the company’s values.
Experian Cares
Experian Cares is a branding video released at the beginning of the COVID-19 pandemic. It talks about why and how we use the power of data to soothe the pain brought by the pandemic.
type 2 — hr recruiting
An HR recruiting video is meant to entice job seekers to apply for open roles at your company. It showcases the very best of your company and lets candidates see what it would actually be like to join your team.
A recruiting video spends some time talking about company values — why we do what we do, the great company culture, work perks, and diversity and inclusion efforts. When interviewing people, consider looking beyond the executive level. The most vibrant and authentic content is from individual contributors within different departments. The length of the video should be around two minutes.
This is Zendesk
This video leads by a voiceover. The tone is conversational and friendly, listing the major things jobseekers care about. It covers what Zendesk does, the scope of the company, the flexible working locations, the various perks, the charity efforts and most importantly — the people.
type 3 - a day in the life
A day in the life video visually showcases an employee's work day. It should talk about what they believe, their projects and how they achieve a work-life balance. This type of video can be categorized as an HR video. It offers a sneak peek at the magic behind the company — the people. The length of the video should be no longer than three minutes.
Day in the Life — Goldman Sachs
This is the kickoff video for a series called “Day in the life” where each 30-second video features one employee from a different department. We hear from the people behind the success of Goldman Sachs briefly discussing their values and beliefs and how they collaborate with coworkers and achieve a work-life balance.
type 4 — charity and volunteering
Charity and volunteer videos are crucial in creating a responsible image of the company. It’s a way to show the company cares about the community and encourages its employees to give back to society.
Heart of Experian
This video features the Heart of Experian, which encourages Experian employees to donate to different organizations and volunteer for causes they’re passionate about.
type 5 — Diversity and Inclusion
Diversity and inclusion videos communicate an inclusive corporate culture by sharing employee experiences. The best practice for this type of video is to feature a variety of employee voices from across the organization to show how the company values diversity, inclusion and belonging.
The Power to be Me — Bank of America
This video features a group of employees with different races, ages and backgrounds. We see and hear them talking about their differences and how they feel a sense of belonging at Bank of America, no matter who they are or what they believe.