Career Advice - A Community Blog

Erik Larson writes about the job market, resume improvement, and career advice

Effective Branding: How to Use Film to Tell Your Story

Written by Erik Larson, Community Blogger | Nov 6, 2017 6:56 PM

Filmmaking for branding is a hot commodity. People now understand what kinds of stories are worth telling and their appetite for visual stimulation is on the rise.

Branding by video storytelling has exploded in popularity for a multitude of reasons. The use of technology is now the norm, prices have come down and social media channels embrace it.

Best of all, audiences now expect it and prefer it as a means of communication. Approximately 40 percent of consumers prefer watching a video when compared to reading the same material. Video gives brands an opportunity to tell a compelling story that's entertaining and easily digestible.

How Film Makes a Powerful Impact

Branding by film isn't a fad that's here today and gone tomorrow. As Jonny Havey, co-founder and COO of VP Legacies points out, "Video storytelling is a way to form lasting relationships with your target audience and create personal connection." In addition to being visually appealing, film creates an emotional response.

If done correctly, viewers are left wanting to see, which in turn, increases conversion rates and sales. When someone watches a branding video or film, their emotions typically mimic what they are viewing.

Thanks to emotional contagion, even the briefest of interactions can trigger a response. For example, think about the last thriller movie you watched. How did you feel? As the tension grew, did you find yourself feeling more anxious?

Advantages of Creative Branding

One of the greatest advantages of using film for branding is that its creative storytelling tools are far superior to print or photography. All of these tools can be used to stir emotion, whether you're trying to be funny or tell a serious story.


Through on-screen action, you can enhance your brand's message. Color, animation and live action all play key roles in the branding process.


Music and sound effects set the mood, increasing your target audience's emotional response.

Control of Storytelling

Effective storytelling is controlled, which makes it easy to deliver a focused message to your audience. Since videos are passive, viewers only need to sit back and click play. Other mediums tend to be more interactive, which requires active engagement.

The key is ensuring that your film actually has a story to tell.

Film can be used for much more than conventional advertising methods. It has many applications for communication, which delivers messages in different ways.

Depending on your goals, you can experiment with the following in your marketing strategy:

  • Conventional ads: Television or online commercials
  • Promotional videos: Viral videos and product reviews publicize your brand.
  • Cultural marketing: Content that showcases your brand, people, or specific causes.
  • Social channels: Content that engages with viewers on social media platforms.

Even though using film can help you reach your marketing goals, it's also a useful medium for day-to-day operations. Presentations and important information can easily be converted to small clips to save time.

Choosing the Right Format

The format you choose will depend on several factors, which include your target audience, your story, distribution channels and available resources. Some formats are better suited for specific purposes, so you need to consider which will produce the results you want.

If you're eager to tell your brand's story using film, remember that the most effective ones will speak to your target audience. Paired with the right story and marketing strategy, your brand will be golden.

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