Corporate video vs brand story: What’s the difference?

In an increasingly noisy digital world, video is a proven way to attract attention. It connects with customers and stakeholders more powerfully than virtually any other form of communication.

Video sends a clear visual message. It can explain a concept, convey emotion, create empathy and tell an audience what your brand is all about. The message sticks in people’s minds.

But here’s the question:

Which kind of business video should you choose? And, how should you use it?

Corporate video and brand storytelling each have their place, although they serve different purposes. In this article, we’ll explore the differences and share ideas on how to use each type of video.

What is corporate video?

Corporate video is an umbrella term which covers any video used for internal or external corporate messaging.

It’s often made with a specific audience in mind. For example, you can use it for employee onboarding and training, or to present the annual financial report to investors in an eye-catching way.

Corporate video can also be customer facing — although it’s not just used for direct selling or advertising. Video testimonials and case studies, event filming and corporate social responsibility videos all come under the umbrella of corporate video.

What is brand storytelling?

Brand storytelling conveys the warmth and humanity behind your brand. It’s an emotional bridge between the customer and the company, and it uses a real-life story to explain why one needs the other.

With brand storytelling, the company itself often takes a back seat. It’s the customer who is the hero of the story.

A well-crafted narrative is a powerful vehicle for highlighting your core values. By showing your company through a customer’s eyes, it delivers proof of how you live and breathe those values in the real world.

Corporate video covers any video used for internal or external messaging. Brand storytelling strikes an emotional chord and helps the viewer associate your brand with authenticity.

Types of corporate video

Now that we’ve explained the main differences between corporate video and brand story videos, here’s a selection of corporate video types, and where to use them.

Educational video

Video is the perfect medium for educational content. It can convey large amounts of information in a short space of time, and in an engaging way.

Elearning videos are becoming increasingly popular. They are more cost-effective than in-person training, and they deliver reusable content in a way that’s eye-catching, succinct and easy to remember.

Video is equally as effective for employee onboarding. Back in the day, this involved time-consuming repetition of the same information. Now, an onboarding video can be filmed once and shown to multiple audiences.

Event video

Event video relays the action to audiences at corporate events. No matter where you are in the room, the large screen gives you a front row seat.

In fact, the audience doesn’t have to be there. Live-streaming brings your event to an online audience in real time. They can take part in the conversation, ask questions, join break-out sessions and interact from any location.

The other major advantage of event video is longevity. Long after the audience has gone home, you can share the post-event video on social media and use it as marketing material for the next event.

Here’s an example of live event video. We filmed it at The Royal Society — You and the Planet, where chef and broadcaster Hugh Fearnley-Whittingstall hosted a discussion about how the food we eat affects the natural world.

Promotional video

If you’re launching something new, a promotional video gives the audience a chance to imagine themselves using it. Video is capable of showing your product or service in action.

It’s a great way to showcase a product’s new features and demonstrate how they benefit the user. If you’re launching a new service, the video can show how it solves a problem or meets a particular need.

When your video is shot on location, it shows the audience how it feels to be there. Here’s an example of a promo video we filmed for Winchester Guildhall.

Brand story videos

Brand storytelling creates a connection between the audience and the hero of the story. The video is a true story which strikes an emotional chord. It helps the viewer associate your brand with authenticity.

The hero’s journey

The hero’s journey is a classic framework for storytelling. The narrative structure has been used in everything from The Canterbury Tales to Star Wars, and it works equally well for brand storytelling.

This is the concise version:  

• The character — We meet the hero of your story, the customer.
• The challenge — The hero is faced with an obstacle. It stands in the way of their goals.
• The guide or mentor — They meet the guide (your company), who gives them a plan (your product or service).
• The transformational journey — The hero learns new skills and viewpoints, fresh ways to solve the problem.
• The return — The journey ends with success.

Your company plays a part, although it’s a minor role. The aim is to make sure the audience relates to the hero throughout the journey. The story is all about them.

Emotion and empathy

When brand stories elicit a strong emotional response, they create a lasting impact.

Combined with skilled cinematography, the audience becomes deeply invested in the story — and when you move someone emotionally, they are more likely to take action.

Again, your target audience can see themselves in the narrative. It evokes empathy because the hero’s problem reflects the viewer’s own challenges. When your company resolves the problem during the story, they can clearly see how your product or service can help them.

We made this brand storytelling video for Zurich. Notice how the name of the company isn’t said out loud until the final seconds of this video. The focus is on the customers story.

Authentic characters

Your target audience will connect strongly with a true story told by a relatable, multidimensional character. It puts a face to your brand, making it feel authentic and real.

Rather than your product or service taking the spotlight, this is about real-life, complex people who have strengths and vulnerabilities, challenges and motivations.

We created this video for Eurovia UK to highlight their support for Time to Talk Day, the nation’s biggest mental health conversation.

Conclusion

In the end, both brand storytelling and corporate video have a valuable role to play in your overall marketing strategy.

Corporate video is one of the most powerful communication tools available — a cost-effective, time-saving way to deliver valuable information.

A well-crafted brand story is your core message distilled into a concise, memorable video which moves an audience to take action.

At Videofrog, we specialise in both. Get in touch with your video idea and we’ll talk you through how we can bring it to life.