Developing a brand is much like crafting a signature dish - except instead of ingredients, marketing leaders blend strategic elements such as colour palette, typography, imagery, design systems, and naming. When combined with intent, these components create a brand experience that is distinctive, purposeful, and value-driven. But even the strongest brand architecture cannot succeed without the right investment, tools, and activation, without which the brand’s potential remains unrealised, and its relevance quickly diminishes.
Fortunately, we are operating in a digital era where video has become one of the most powerful and preferred formats for brand expression. Whether embedded on a website or shared across video-driven platforms such as YouTube, TitkTok, and/or Instagram, video allows brands to show up in ways that feel more human, engaging and emotionally resonant. With video, branding and marketing experts are given the freedom to explore and showcase their products or services in various ways which fit their brand’s experience and tone of voice.
Video also establishes a powerful and meaningful connection with audiences. It is effective in encapsulating voice, expression, personality, and atmosphere, creating a sense of authenticity - humanising the brand. It also makes it easier for the audience to interact, build trust, and familiarise themselves with what the brand offers. Through video, the brand’s channel has a higher likelihood of achieving increased engagement.
Another valid reason why brands should promote content via video is its unique ability to evoke emotion, which is challenging to achieve with simple static imagery. Video brings together visuals, sound, pacing, and narrative, creating an immersive experience for the viewer that resonates with them on a deeper level. When emotions are stimulated, the viewer can recall past experiences and hence, build a better connection and become more loyal towards the brand. Consider a John Lewis Christmas advert, for example. The scope of these types of videos is to instil a sense of warmth and togetherness during the festive season by tugging at the audience’s heartstrings.
Video offers advantages that go well beyond what a static graphic can achieve, and brands choose different video formats depending on their goals. Short-form content - such as quick demonstrations, behind-the-scenes clips, or testimonial snippets - is ideal for grabbing attention on fast-moving channels like TikTok, Instagram, and LinkedIn feeds. It shows a product or service in action and conveys authenticity in a way that feels immediate and genuine. Long-form video, on the other hand, allows brands to dive deeper: explaining complex offerings, showcasing detailed case studies, or telling richer stories that require more context.
These formats also serve different strategic purposes. While product-focused videos help clarify value and drive engagement, longer narratives can build trust and thought leadership. Sharing leadership insights, company culture moments, or employee experiences, executives can use video to humanise their organisation and attract talent in ways static posts simply cannot.
Sharing videos regularly helps a brand develop a recognisable identity. Using its determined style, music, tone, and colours consistently, will eventually build an image that audiences can immediately recognise. Repetition builds familiarity, and when these elements are used wisely through video and animation, the brand can repeat the message in different ways, without it becoming repetitive and monotonous.
Adapting to every stage of the customer’s journey can be done quite effortlessly with video. Whether it’s a short attention-grabbing clip ideally used during the awareness stage or a longer informative video best used during the consideration stage of a campaign, video can build further engagement via a good vision and well-planned storyboard.
The major benefit, however? Video offers measurable insights that help brands track progress and refine their strategies based on real viewer behaviour. Metrics such as views, view-through rate, and audience drop-off points reveal how effectively the content holds attention and where creative adjustments are needed. These insights guide improvements to messaging and creative direction—especially the all-important opening hook—so brands can stay aligned with emerging trends and remain competitive.
So, in a digital world where audiences crave interaction and authenticity, video is a powerful format to consider - to build deeper connections, a stronger brand identity, and a more engaged community. While it does require more time and effort to produce than a static image, the payoff in audience engagement and brand resonance can be far greater.
This article was written by Chanelle Cortis.
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