Want to Know How to Create an Effective Corporate Brand Video?
This article breaks down everything you need to know — from the definition, benefits, and use cases to 7 common types of corporate videos. Build stronger brand appeal and trust with the right approach!
I. Why Create a Corporate Image Video?
1. Quick insight into your company and its value
A Corporate Image Video helps customers quickly understand your company and values.
Customers usually do not have much time to research every company in depth. A Corporate Image Video can, in the shortest time, clearly convey your company’s core philosophy, culture, and professional advantages. Compared to plain text or presentations, a Corporate Image Video is far more persuasive.
In specialized industries, a Corporate Image Video can deliver market trends and the company’s vision.
2. A corporate image video builds customer trust
When you see a well-produced and professional Business Video, don’t you immediately feel more confident about the company’s services or products? On the contrary, if the Corporate Video is poorly made or outdated, it’s harder to sense innovation and professionalism. Thus, Corporate Image Videos bring trust and assurance, accelerating sales and long-term partnerships.
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3. Helps customers build emotional connections and goodwill
Beyond functionality and pricing, customers also care about the philosophy and values behind a business. An Image Video that shows culture, philosophy, and employee passion creates resonance and recognition, turning potential customers into loyal ones. Videos appeal to both rational and emotional aspects, elevating brand value and favorability.
4. Corporate image videos drive internal recommendations
When clients need to recommend you to supervisors or purchasing departments, a clear and professional Company Image Video saves them a lot of explanation. Corporate Image Videos are the best recommendation tool and act as your best sales partner.
5. Establish industry authority
As technology advances rapidly—especially with AI—market communication requires more than just advertising. A Corporate Image Video builds your identity as a modern company that values brand and communication, enhancing your voice in the market.
Through authoritative chairman interviews, a Corporate Image Video can enhance a company’s industry status and influence.
So, producing a high-quality Corporate Image Video requires collaboration with a video production company that excels in both creativity and technical expertise.
II. What is a Corporate Image Video?
A Corporate Image Video (sometimes called a Company Image Video, Corporate Video, or Image Video) uses multimedia elements like visuals, narration, and music to communicate values, brand philosophy, culture, and vision. It is not just informational—it emphasizes experience and atmosphere, helping audiences build trust and goodwill.
Terminology Distinction：
- Company Image Video:Focuses on introducing the company itself, including scale, organization, people, and services.
- Corporate Video: Broader term that may include Corporate Image Videos, product videos, or training videos.
- Image Video: Aims to shape abstract impressions, often emotional or creative in style.
Curious about Engel's clients? Find out here!
III. Advantages of Corporate Image Videos in Business & Marketing
1. Business-side benefits of Corporate Image Videos
- Reduce business development costs
With the global market shifting drastically and becoming increasingly fragmented, and with most domestic enterprises being SMEs, companies need to lower international business development costs while still expanding globally. At this point, combining videos with websites becomes crucial. A Corporate Image Video allows customers to quickly understand a company, speeding up communication and cooperation. For cold outreach, videos can provide initial introductions, reducing the need for numerous physical visits and meetings, saving time and costs, and helping potential customers gain an efficient understanding of the company.
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- Increase conversion rates
A Corporate Image Video enhances physical exhibitions or face-to-face introductions by giving prospects a quick and trustworthy understanding of the company. With professional Product Video introductions, clients can better understand solutions, discover their needs, and address pain points, ultimately improving business conversion rates.
A Product Video effectively simplifies and explains complex principles.
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2.Marketing-side benefits of Corporate Image Videos
- Quickly establish brand identity and trust
Corporate Image Videos deliver a company’s core values and culture in a clear and concise way, helping audiences quickly grasp the company’s expertise and professionalism while building trust.
- Improve digital marketing and SEO
Embedding Corporate Image Videos on websites can increase dwell time, add SEO keywords, strengthen digital marketing efforts, and improve brand exposure and audience engagement.
- Shape brand memory points
Through the combination of visuals and audio, Company Image Videos can create emotions across different target groups. Abstract concepts such as trust, innovation, professionalism, human-centered service, or craftsmanship can be vividly conveyed, enhancing brand memory and loyalty.
The diverse approaches of Business Videos allow full customization based on client needs.
At Engel, every project is treated as a customized visual solution—unique, differentiated, and high-quality.
IV. Where Can Corporate Image Videos Be Used?
1.Customer visits and guest receptions
Whether during cold calls, customer visits, or welcoming VIPs, playing a Corporate Image Video effectively communicates the company’s core values, culture, and professional image, enhancing trust and understanding.
2.Exhibitions and business events
At exhibitions, roadshows, or business activities, Corporate Image Videos quickly demonstrate company strengths and uniqueness, boosting audience interaction.
Abstract services or products are best supported with Image Videos to
aid business promotion.
3.Official websites and brand homepages
Embedding a Corporate Video on a website homepage immediately grabs attention, communicates core values, and elevates the brand’s professional image.
4.Social media platforms
Sharing Corporate Image Videos on platforms such as Facebook, Instagram, YouTube, and LinkedIn increases visibility, attracts prospects, and engages brand advocates.
5.Email and business development outreach
As people increasingly consume video for learning and research, attaching a Corporate Image Video in sales or customer emails raises open and click-through rates, allowing prospects to better understand the company’s products and services.
6. Internal training and employee communication
Internally, Corporate Image Videos unify brand tone and external messaging. They help employees recognize company values, add meaning to their roles, and serve as tools for onboarding and training, strengthening cohesion.
7.ESG reports and performance briefings
At ESG report launches or investor meetings, playing a Corporate Image Video clearly communicates efforts and results in environmental, social, and governance areas, increasing stakeholder trust.
8.IPO and listing presentations
When preparing for IPOs or listings, Corporate Image Videos effectively present company vision, achievements, and growth direction to potential investors.
Thinking about producing a video for your IPO or public listing? Don’t miss these 4 must-know tips to get it right.
9.Digital ads, billboards, and public displays
Deploying Corporate Image Videos as digital ads on social media, TV, or digital billboards elevates brand recognition and visibility.
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V. Types of Corporate Image Videos
1.Corporate Image
- Corporate Image Advertisement
The primary purpose of a Corporate Image Video is to convey the brand’s core spirit, emphasizing storytelling and brand essence through visuals, narration, and music. For example, Lishan highlighted the concept of “motion” as its core, presenting how product movement symbolizes progress and improvement in daily life.
Corporate Image Advertisements focus on highlighting the company's core spirit and values.
- Corporate Image Video
Content often includes company profiles, history, product overviews, competitive advantages, and CSR. By tailoring the tone to industry and culture, a Corporate Image Video can present brand spirit clearly. For instance, SINTRONES used a mix of 3D animation, live action, and application clips to deliver professional messaging while showcasing passion.
A well-produced Corporate Video gives audiences a clear understanding of the company and builds trust.
- Employer Branding / Recruitment Video
Employer branding videos highlight corporate culture, business activities, work environment, and teams. With film techniques, companies can attract talent and strengthen recognition. For example, Sun Ink’s recruitment video showcased labs, workplace cleanliness, employee-friendly culture, and global rotation opportunities.
Positioning the company as a stage for talent development strengthens employer branding.
- ESG Video
Sustainability has become essential. Videos demonstrating process improvements, carbon reduction, or eco-efforts strongly enhance brand image. For example, Phihong used childlike perspectives in its Corporate Image Video to present technology’s benefits while emphasizing environmental responsibility.
Using ESG themes in a Company Image Video demonstrates corporate values
and responsibility.
- Executive Interview Video
B2B-focused Business Videos emphasize technical information. Executive interviews convey corporate goals and vision, building customer and investor confidence while adding a sense of innovation and technology. Phihong’s video combined live interviews with 3D animation to create a futuristic setting.
Executive interviews in Corporate Image Videos add persuasiveness and resonate
with audiences.
- Corporate Story Microfilm (Image Video)
Through storytelling and emotional arcs, Corporate Story Microfilms embed brand values into viewers’ minds. Unlike standard Corporate Image Videos, these films reach wider audiences and generate new leads. For example, Zhucheng’s microfilm depicted a couple finally owning their dream home, symbolizing emotions of trust, security, and belonging.
A Corporate Story Microfilm (Image Video) conveys the company’s core spirit through emotional resonance.
- Factory Process Introduction Video
Factory process videos show advanced manufacturing in a transparent, non-confidential way. This replaces initial plant tours and highlights automation, cleanliness, and quality. A Corporate Image Video production company must deeply understand the industry and brand in order to transform strengths into visuals.
One of the biggest challenges in creating a corporate brand video is not knowing exactly what you want. If you're feeling unsure, we've previously shared some key questions businesses should ask themselves before starting — it's a great place to begin.
2.Product Advertisements / Product Videos
- Product Advertisement (Business Video)
Fast-paced Product Advertisements use strong visuals, slogans, and emotional hooks to deliver memorable impressions. For instance, Kokuyo highlighted “60%” as a concept (“60% less effort”,“60% more warmth”) to leave a lasting product impression.
How can product advantages leave a lasting impression? A Product Video makes unique strengths unforgettable.
- Product Introduction Video (Product-focused Corporate Video)
Product Videos with professional info often mix 2D/3D animation with live action, showing features, applications, and advantages while solving pain points. For example, Beurer’s product video presented roller design, variable speeds, and rotations in a user-friendly way.
Turning product features into resonant highlights builds stronger customer connections.
Professional and complex products can be transformed into easy-to-understand visuals through Product Video Production.
Scenario-based Product Videos use user experiences to introduce product features.
- Product Demonstration / Operation Video
Instructional Product Videos clearly explain operation step-by-step, helping customers maximize usage benefits, solve problems faster, and showcase ease of use.
Even product assembly videos can support sales as part of Product Video Production.
- Application Case Study Video
Case Study Videos feature customer experiences that highlight product benefits, easing doubts for new audiences and providing powerful credibility in specialized industries.
Case Study Videos are one of the most common and effective tools for building credibility.
The biggest challenge for Product Videos is industry depth. Choosing the right video production company is key. Clients who compromise on budget often return after poor experiences, realizing that working with a professional Business Video production partner saves time, costs, and communication in the long run.
3.Educational & Training Videos
- Onboarding Training Video (New Employee Orientation)
Training videos present company culture, policies, and benefits, helping new employees adapt quickly and align with values. For example, Prudential’s recruitment video used animation to explain the company’s historic role and clearly addressed new hires’ concerns.
Animation makes dry and technical information more engaging and easier to understand.
- Etiquette Training Video
In service industries, etiquette training videos present real scenarios and SOPs, helping staff practice handling diverse customers and unexpected situations.
- Sales Training Video
Compared to documents and presentations, videos can portray real-life issues in a more vivid and relatable way. The professional skills and knowledge learned in daily training leave a deeper impression when presented through video scenarios, making it easier for employees to apply what they've learned. This significantly enhances the effectiveness of training and education.
Training and educational videos are one of the most important types of content for a company, as they reflect the organization’s culture and core values. If employees do not understand their company’s core principles, there will be a lack of cohesion and motivation. Therefore, choosing the right video production company is crucial. It’s important to assess whether the production company offers comprehensive services and process management, and whether they can help uncover values that even the company itself may not have realized. Understanding and communicating a company’s true value is far more impactful than simply conveying information.
Want to Learn More? Get in touch with your ideal creative partner today.
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