The best brand videos aren’t about selling a product or service, so much as it is humanizing the brand itself, its personality, and culture.
It’s all about telling the brand’s story to the public, usually without a call-to-action or sales pitch at the end.
It's interesting to see how big brands like Google, Lyft, Costa Sunglasses, etc. are using animation for their brand marketing videos.
There’s a myriad of types and animation styles, tailored to suit every brand, need, audience and budget.
Brand videos have this unique ability to tell great stories and stand out.
And that’s why just about every brand out there, from humble startups to Fortune 500 behemoths, are using the power of animation to announce themselves to the world.
Not sure how to take the plunge yourself?
Don’t sweat it, we’re here to help!
Here are some branded videos arranged in the order of engagement rates that could definitely inspire your next marketing campaign.
If there’s a perfect example of what brand marketing videos are all about, this would be it.
The viewer is treated to a heartwarming, engaging story that unfolds like an adventure.
Visually dazzling and slick, the cartoon animation style cleverly incorporates the brand’s colors into the art and takes us on a ride, telling us the story behind the ride-sharing app.
Notice how the story focuses only on people: the passengers, the drivers, and the entrepreneurs behind the app.
It’s not about vehicles being widely available, or about sustainability, or convenience.
This brings us back to a key factor in a brand launch video: it’s about humanizing the brand, expressing your company’s identity and personality.
Sometimes, your offering can appear deceptively simple on the surface, but staggeringly complex under the hood.
This means that explaining why your offering is so good, can be quite a challenge.
This is where animation really shines.
Brand video examples like this one by Buck, Qualcomm cleverly breaks down and explains the benefits of low latency in 5G.
Videos do so in a light-hearted and simple way, such that nearly anyone can understand it easily.
This is one of the examples of how animation can be used in educational videos to easily explain complex concepts-- all without boring or overwhelming the viewer with too much information.
Here’s another amazing brand video examples that tells a story, rather than trying to sell a product.
This is a fantastic example, going in-depth into a topic you wouldn’t think of as so interesting, and yet it easily holds your attention through to the end.
A key function of brand awareness videos is effective and engaging internal communication.
Sometimes, a company needs to reach out to its own employees to encourage and empower them with a reminder of what their brand is all about.
This amazing branded video by Google made by David Stanfield reminds employees everywhere not to miss the forest for the trees.
The infographic animation art style is minimal but clever, avoiding cliches and keeping it fresh and vibrant all the way through to the end.
This is what we mean when we talk about how brands have stories to tell.
Notice how, from the start, you were sucked into this story and kept watching, wondering where it was going.
It was amusing, lighthearted, and fascinating. This is a great example of a brand marketing videos for introduction.
Every company and brand has a story to tell. And best of all, they’re all unique and interesting and different.
Here, Google knocks it out of the ball park yet again with another amazing educational video about quantum computing-- a buzzworthy trending topic that just about nobody seems to really understand, let alone explain properly.
Yet another top brand videos examples made by Art & Graft does just that.
And once again, you’ll notice that the video doesn’t brag about Google itself, or try to sell a product.
It simply explains a very complicated topic in simple terms, accompanied by lush, beautiful animation.
As a result, we’re left with a subtle understanding that Google is a world-leading expert with a vast library of knowledge and innovation in the field.
And it’s all done without explicitly trying to sell you a product or service.
Beautifully animated with lush visuals, it simply shares some interesting facts about the color blue.
And while it entertains and captivates the viewer, it also establishes CNN as a brand with a distinct personality and style-- an impression that lasts long after you’ve finished watching this top brand video.
But there’s more going on beneath the surface.
Brand video examples like this are keenly aware of the various issues that their readers care about.
It sets out to address them honestly and transparently, establishing that the user’s privacy and personal preferences are always a top priority at their website; while also explaining how cookies, tracking, marketing, and advertising works on their site and pretty much every other website on the internet.
On a subtle level, this reinforces The Guardian’s commitment to honoring transparency and user rights, in keeping with their culture and current events.
We keep saying that top brand videos doesn’t prioritize selling a product or service and that oftentimes, just telling a good story works best.
Here’s one of the best examples we’ve seen in a while.
Band marketing videos handcrafted by Giant Ant for Costa Sunglasses doesn’t even mention eyewear at any point.
Instead, it tells a compelling story around an important social cause, backed by beautifully artistic and well-thought-out animation.
Some brands hitch themselves to safe social causes in a cynical, crass marketing ploy, hijacking important causes for free advertising.
And it comes off as transparently fake and soul-less.
This is one of the brand video examples of how to do it right: to sincerely, passionately tell a story, highlight an important and perhaps controversial cause, educate and inform the public-- all without plastering your name and brand all over everything in the process.
And that’s why this video works so well and earns the number one spot on our list: because it places priority on good storytelling above all else, with the brand promotion almost as an afterthought.
Need more on brand videos? Look at the 9 types of branded video content and how you can use them in our blog!
Now you should have a good idea of how brands, big or small are using animated videos and driving results.