Visualizing Your Brand: Commercial Vs. Corporate Video Production
The saying that a picture is worth a thousand words is definitely true in marketing – the right visuals have incredible power to grab the attention of an audience and compel them to act. Video is an especially effective way to share your message and connect to target audiences. Video appeals to everyone, from consumers and community to your staff and stakeholders, and can be used across a variety of platforms from TV to social media.
When thinking about using video as a strategic marketing tool, organizations have two main options to choose from: creating promotion-oriented commercial videos or more internally focused corporate videos. Deciding if your organization needs a commercial or corporate video really depends on your audiences and goals. At Vincent Design, we have experience planning, filming, and editing all types of video marketing tools, and we can answer any questions you might have about choosing the right ones for your organization.
Commercial Video Production
Commercial videos are most often created to promote a product or service, reach a wider audience or new leads, and drive growth. These videos are designed to be short and sweet, ideally only 30–60 seconds long.
Building a relationship with customers and audiences in a quick but highly visual way is a great opportunity for creativity. Organizations can make interesting, shareable videos that hold their viewers’ attention and convey their unique brand and business personalities. The most effective commercial videos also incorporate:
- A clear value proposition about products or services.
- Compelling messaging that speaks directly to target audiences.
- Strong visual storytelling and visual aids.
- Emotional appeal that compels engagement and action.
Corporate Video Production
Whereas commercial videos target external audiences, corporate videos are excellent internal marketing and communications tools. Corporate videos can be much longer than commercial ones, and they tend to focus more on an organization’s mission, vision, culture, and values to tell stories or convey practical information for internal audiences.
Creating corporate videos can help you foster stronger perceptions of your organization’s goals, achievements and growth among your staff, volunteers, partners and stakeholders. And by building stronger internal engagement, awareness and trust, you also support your larger marketing goals to make your brand more well known and better understood.
A corporate video always has a specific goal for its audience, and usually aims to educate, inform, or inspire. Corporate videos are commonly used for:
- Product demos and how-to’s
- Customer testimonials and impact stories
- Staff and volunteer recruitment and orientation
- Training and professional development
- Internal announcements and leadership messages
- Events, conferences and webinars
Creativity and Collaboration
Starting a commercial or a corporate video project starts with identifying your audiences and goals, then working with a video production team like Vincent Design to develop and plan your content, visuals, scripts, and locations.
Whichever video production route you take to reach your target audiences, our process at Vincent Design will always be highly creative and collaborative. We love getting to know and work with our clients, so if you are wondering how to bring your brand to visual life, we are here to listen and help make it happen.
Use our contact form to get in touch with us for a quote or consult – we’d love to hear from you!