Branded vs. Corporate Video: Understanding the Differences

Branded videos and corporate videos serve different purposes in a company’s video strategy. Branded videos primarily focus on building brand awareness, creating emotional connections, and telling your brand’s story to external audiences. Corporate videos, on the other hand, typically communicate specific information, updates, or instructions to internal stakeholders or business partners. While both can be produced with similar techniques, their goals, content approach, and distribution methods differ significantly. Understanding these differences helps you make strategic decisions about your video content.

What’s the difference between branded and corporate video?

The key difference between branded and corporate videos lies in their primary purpose and target audience.

Branded Videos	Corporate Videos
Create emotional connections with potential customers	Information-focused communications for employees and stakeholders
Build brand recognition and communicate values	Deliver specific messages, updates, or instructions
Focus on creating memorable impressions	Prioritize clarity and information delivery
Emphasize storytelling and emotional impact	Emphasize straightforward communication

Both types serve important but distinct functions in your overall video strategy. The production approaches may overlap, but the messaging, style, and distribution channels are tailored to their unique objectives.

What is a branded video and when should you use it?

A branded video is designed to create emotional connections with your audience while subtly promoting your brand identity. These videos focus on storytelling rather than direct selling, helping viewers associate your brand with certain feelings, values, or aspirations. Brand awareness is the primary goal, not immediate conversions.

You should use branded videos when:

• Building awareness with new audiences
• Introducing your brand story or company values
• Creating content for social media campaigns
• Developing thought leadership in your industry
• Launching new products with an emotional hook

Branded videos often use high-quality visuals, music, and creative storytelling techniques to make your brand memorable without feeling like a sales pitch.

What is a corporate video and when should you use it?

Corporate videos convey specific information, updates, or instructions to internal stakeholders or business partners. They prioritise clarity and information delivery over creative expression. Clear communication is the primary objective, with the content designed to inform rather than evoke emotional responses.

You should use corporate videos when:

• Communicating company updates or changes
• Training employees on processes or procedures
• Explaining complex information to stakeholders
• Documenting company events or milestones
• Providing product instructions or demonstrations

Corporate videos generally use a more straightforward approach with clear narration, informative graphics, and a focus on delivering the message efficiently rather than creating an artistic impression.

How do production approaches differ between branded and corporate videos?

Aspect	Branded Video Approach	Corporate Video Approach
Focus	Aesthetic quality and emotional impact	Clarity and information delivery
Planning	Extensive planning and creative direction	Structured process with detailed scripts
Editing	Artistic, emotionally resonant styling	Straightforward, clarity-focused editing
Primary Goal	Creating an artistic experience	Ensuring the message is understood

Video co-creation can be particularly effective for branded content, where your team captures authentic moments and editors transform this raw footage into polished, emotionally resonant stories.

The benefits of video co-creation are particularly valuable for corporate videos. Your team’s internal knowledge of company processes, terminology, and culture ensures accurate content, while professional editing transforms this insider perspective into polished, effective communication. This approach combines your subject expertise with corporate video production services for optimal results.

What elements should you include in each video type?

Both video types benefit from professional editing, clear audio, and appropriate length for their purpose—typically shorter for branded content and as long as necessary for corporate information.

Key takeaways: Choosing the right video format for your business needs

1. Consider your objective and audience – Choose branded videos for building awareness and emotional connections with external audiences; choose corporate videos for communicating specific information to internal stakeholders.
2. Leverage both formats strategically – Many organizations benefit from using both types in their overall communication strategy.
3. Embrace co-creation – Your team captures authentic moments and insider knowledge, while professional editors provide the expertise to achieve the appropriate style and impact.
4. Develop a comprehensive video strategy – Incorporate both branded and corporate content for maximum effectiveness.

Whether you need emotionally engaging branded content or clear, informative corporate communications, the right approach combines your organisational knowledge with production expertise to create videos that truly deliver results.

If you’re interested in learning more, contact our team today.