Using Video to Set Your Brand Apart

by | Dec 2, 2022 | The Power Of Differentiation | 0 comments

To say that videos are popular today would be a gross understatement. There’s compelling research that tells us that nearly all consumers watch videos weekly and find them highly persuasive. We follow these guidelines that help elevate the impact of videos: 

Be dramatic. Horton Ambulance produced a video re-enacting the story of a near-fatal collision and how their safety-focused product played a critical role. Miraculously, the crew and patient survived, unharmed, thanks to the professionalism of the crew and their Horton ambulance. The fire chief and his team starred in the video and were fantastic at sharing the inspirational story. Without a single shot of their factory, Horton powerfully portrayed its differentiation.

Can you hear me? The number-one flaw in corporate videos is the audio quality or lack thereof. Confirm the audio is clear, loud (no hiss or static) and has no distracting background noises. 

Voice performance. Once you know the microphone is capturing clear audio, it’s time to turn to the performance. It must be genuine, interesting and natural sounding. Someone merely reading the words is not enough. One trick to bring your message to life is to have the performer do their best to “over-act” as they read the words. 

Visual performance. The on-camera talent must not only sound great but look the part as well. Improper dress code, for example, will distract the viewer (Is his tie crooked? Why did she wear that dress? Who combed his hair?). Any distraction will diminish the message, so be ultra-picky.  

Be resourceful. Use all the asserts at your disposal to create the most impact. In this short video for The Macallan Academy, all the footage was culled from gorgeous marketing videos that were previously shot. The end result was a beautiful and inspiring video that was edited at a modest budget.  

Your plant. If you are creating a video that shows your facility, it must look pristine. No cluttered, dirty, worn-out building ever inspired a customer. Repaint, touch-up and remember, this is “Hollywood” and that’s OK. Your favorite TV shows have unrealistically enormous sets that look normal to us. They stage them to create the perfect scene. Do the same. 

Animate it. If you want to show the viewer what cannot be seen, use technology to bring it to life. In this video for GE Current, their breakthrough COVID-fighting technology was showcased. Using technology, they were able to illustrate how their product subdued COVID-19. 


Bite-size it. In advance, plan your videos to be utilized for multiple purposes. For example, your investor video can also be edited into video content for customers, employees, social media and other uses.  

Get graphic. What if you don’t have footage, yet need to create a powerful video? Use motion graphics. In this video for Harley-Davidson, they used motion graphics to tell their story.


Avoid the yawner. The typical corporate video is not exciting. A factory tour video can be interesting if it’s more than shots of a grimy facility. Celebrate your uniqueness, and show the brilliance and pride of your team. AEV Ambulance proudly showcases its pristine facility, friendly team and unique product differentiators in their video.

A final note. Videos are not one-size-fits-all products. It’s perfectly fine for a lower resolution video to be used for training or basic information. It’s also especially important to realize that your brand video must reflect what you stand for. If you’re the high-quality leader in your segment, your video must be high quality as well. Paying attention to the seemingly small things like the audio quality or the dress code of the CEO or employees will reap benefits.

Please Answer One Short Question

Do your product and brand videos help differentiate and elevate your company? 


Barry LaBov is founder and CEO of LABOV Marketing Communications and Training. He is a two-time Ernst & Young Entrepreneur of the Year recipient and author of numerous business books, including the upcoming book The Power of Differentiation. Since 1981, LABOV has differentiated and launched products and brands around the world.