Introduction: Why a Brand Video is Essential for Your Business
In today’s digital world, a strong brand video is one of the most powerful tools a business can have. Whether you’re a small café in Canberra or a professional service provider in the ACT, a brand video lets you showcase your story, connect with your audience, and stand out from the competition.
But how do you plan a brand video that truly reflects your business and delivers results?
Creating a compelling video requires strategy and structure. If you’re unsure where to start, this guide will walk you through 5 clear steps to plan your next brand video—ensuring it’s effective, professional, and on message.
Step 1: Define Your Goals and Audience
Every great video starts with clarity. Before you hit record, ask yourself these key questions:
- What’s the goal of your brand video?
- Do you want to raise brand awareness, attract new customers, or build trust?
- For example: “We want to introduce our café’s story and highlight our focus on local ingredients to attract more weekend customers.”
- Who is your audience?
- Understanding your target audience ensures the video resonates with the right people.
- Are you targeting busy professionals, families, local Canberra residents, or niche industries?
Example Goals:
- Drive traffic to your website.
- Generate leads or bookings.
- Build brand recognition across social media.
Pro Tip: Write a simple one-line brief for your video. For instance: “Create a 60-second video that introduces our brand and highlights our focus on exceptional customer service.”
Step 2: Craft Your Message and Story
Once you know your goals, focus on your message. A strong brand video tells a story—one that is clear, engaging, and memorable.
The Core Elements of a Brand Video Story:
- The Why: Why does your business exist? What drives you?
- The What: What do you offer? Highlight your products or services.
- The Who: Who are the people behind the business? (Show the human side of your team.)
- The Impact: How do you solve problems or improve your customers’ lives?
Structure Your Story:
- Hook: Start with a powerful opening to grab attention.
- Story: Share your journey, values, and what makes you unique.
- CTA (Call-to-Action): End with a clear next step. (e.g., “Visit our website to learn more” or “Book a free consultation today.”)
Step 3: Choose the Right Style and Format
Your video’s style should align with your goals and brand identity. There are several approaches to choose from:
- Cinematic Storytelling:
- High-impact visuals and an emotional narrative.
- Best for: Premium brands, lifestyle businesses, or community-driven projects.
- Interview-Based:
- Featuring you, your team, or happy customers sharing your story.
- Best for: Professional services, small businesses, or testimonial-driven content.
- Behind-the-Scenes:
- Showcase what happens in your business daily—processes, culture, or products in action.
- Best for: Cafés, boutiques, or businesses focused on craftsmanship.
- Fast-Paced and Social Media Friendly:
- Snappy visuals with text overlays or voiceovers, optimised for platforms like Instagram and Facebook.
- Best for: Businesses targeting social media audiences.
Example: If you’re a Canberra-based architecture firm, a mix of cinematic visuals and voiceover interviews will showcase your expertise while adding a personal touch.
Step 4: Plan Your Shots and Locations
With your story and style ready, it’s time to plan the production details.
1. Script and Shot List:
- Draft a script with your key talking points and decide on the scenes you want to capture.
- A shot list outlines each scene, location, and angle. This keeps the shoot organised.
2. Location Scouting:
- Choose locations that reflect your brand. For Canberra businesses, this could mean:
- Your shop, office, or workspace.
- Local landmarks like Lake Burley Griffin, New Acton Precinct, or Parliament House.
- Behind-the-scenes views of your team in action.
3. Equipment Needs:
- Professional cameras, lighting, and audio gear ensure top-notch quality. If drone footage adds value, make sure your video team is CASA-licensed.
Pro Tip: Don’t overcomplicate things. Sometimes simple shots of your team working, products being used, or happy customers interacting can be the most powerful.
Step 5: Partner with the Right Video Production Team
Creating a brand video is a big undertaking, and partnering with professionals makes the process easier, faster, and stress-free. An experienced video production team will:
- Understand Your Vision: They’ll work with you to ensure the video reflects your business goals and story.
- Manage the Production: From scripting to shooting to editing, they’ll handle every detail.
- Bring Creative Ideas: Professionals know how to elevate your video and make it stand out.
What to Ask Before Hiring a Production Team:
- Can I see examples of your past work?
- Have you worked with businesses similar to mine?
- What’s included in your process (e.g., pre-production, revisions)?
- How long will it take to deliver the final video?
Why Local Matters: Choosing a Canberra-based team like Curated Visuals ensures they understand your business, community, and audience. Plus, working locally means faster communication, fewer delays, and connections to great shoot locations.
Bonus Tips for a Successful Brand Video
- Keep It Concise: Aim for 60–90 seconds for your main video. Shorter videos tend to hold attention better, especially on social media.
- Include People: Faces make videos relatable. Whether it’s your team or satisfied customers, include real people in your visuals.
- Add a Clear Call-to-Action: End your video with a next step—visit your website, book an appointment, or follow you on social media.
- Optimise for All Platforms:
- Square videos for Instagram and Facebook.
- Horizontal for websites and YouTube.
- Short snippets for Reels or TikTok.
Why Investing in a Brand Video Pays Off
A well-produced brand video can have a long-lasting impact on your business. It helps you:
- Build Trust: People do business with those they know and trust. Videos let you share your story in a personal, authentic way.
- Stand Out: Canberra’s small business scene is competitive—video sets you apart.
- Drive Sales and Leads: Videos increase website engagement and conversion rates.
- Repurpose Content: A single brand video can be used on your website, social media, ads, and presentations.
Example: A Canberra-based accounting firm used a 90-second brand video to introduce their services. After sharing the video on LinkedIn and their website, enquiries for consultations increased by 40% in just two months.
Conclusion: It’s Time to Plan Your Brand Video
Planning a brand video doesn’t have to feel overwhelming. By following these 5 steps—defining your goals, crafting your story, choosing a style, planning the shoot, and partnering with the right team—you can create a video that resonates with your audience and delivers real results.
If you’re ready to share your story, showcase your values, and connect with your customers, investing in a professional brand video is the way to go.
Let’s Bring Your Brand to Life
At Curated Visuals, we specialise in producing high-quality brand videos for Canberra businesses. From planning to final delivery, we’ll work with you every step of the way to create a video that represents your business perfectly.
Contact us today for a free consultation!
Let’s tell your story the way it deserves to be told.
