How can brand videos support marketing?

Purchase decisions are rarely made at first contact, they get decided in favour of whichever brand is already front of mind when the need arises. Brand videos work directly on that: they anchor a feeling and a position long before any offer gets compared. It is why brands like ON invest consistently in moving image. For smaller companies the same mechanic applies in their own market, whoever comes to mind first wins the enquiry.

• Paid advertising: video ads typically earn more attention and better click costs than static creative; 15-second cutdowns from a brand video make ideal ad material.
• Website and landing pages: a video above the fold lifts time on page and conversion, visitors understand what you stand for in 90 seconds.
• Sales: a brand video in a pitch deck or a follow-up email signals professionalism before a word is spoken.
• Trade fairs and events: motion on a stand stops passing foot traffic.
• Recruiting: the same brand world persuades talent too, brand video and employer branding reinforce each other.

Planned properly, a brand video production is also a content production. A single shoot day produces, alongside the hero film, short cutdowns for ads, vertical clips for reels and stories, stills for the website and LinkedIn, and quote snippets. At Viven we deliver 16:9, 9:16 and 1:1 as standard, plus subtitles and language versions in German, English and Spanish, so one project feeds the content calendar for months rather than weeks.

Plan these spinoffs at the concept stage, so the shoot day captures material for them on purpose.

Brand impact is measurable once you pick the right metrics: completion rate and hook rate show whether the film holds; branded search volume and direct traffic show whether the brand sticks; conversion uplift on pages with video shows the direct effect. Set a realistic bar, a brand video is an investment with a two to three year lifespan, and against project budgets of CHF 4,000 to 80,000 the cost per month of use looks very different.

Define these metrics before production, not after, so the video's contribution can be demonstrated later rather than just claimed.