How to Develop a Distinct Brand Voice for Impactful Brand Videos: A Guide for Brand Managers and Marketers
Earlier this month, we brought together brand managers, marketers and creative professionals for our “Brand Voice: Video Supercharged” event - a hands-on session dedicated to unlocking the power of brand storytelling through video. The event explored practical strategies for defining brand identity, building a distinctive voice, and translating that voice into compelling video content. With expert insights from Firetree Chocolate, Yorwaste and IC Partners, real-world examples and a lively Q&A - attendees left equipped to elevate their brand presence and connect with audiences in more meaningful ways. We presented this event in partnership with So Contented.
Know Who You Are: Define Your Vision and Mission
The So Contented team, spoke about before you can communicate your brand’s message, you need clarity on your vision (where you’re headed) and mission (why you exist). This foundation guides every creative decision and ensures your brand videos align with your core purpose.
Develop Your Values and Tell People
Identify the values that drive your business and communicate them clearly. Your values should be visible in every video you produce - whether it’s through storytelling, team interviews, or the causes you support. Sharing your values builds trust and attracts like-minded audiences.
Develop a Brand Voice
Your brand voice is the personality of your business in words and visuals. Decide if you’re authoritative, playful, compassionate or bold. Document specific language, tone, and style guidelines so your team and partners can create content that feels unmistakably yours.
Give That to Your Production Company
Share your brand guidelines and voice documentation with your production company. The clearer you are and the better briefed they are will see a translation of your brand voice into compelling video content. Collaboration is key - invite input and make sure everyone’s aligned before production begins.
Storyboard Your Video with Experts
Work closely with creative experts to storyboard your video. This process helps visualise how your brand voice, values, and key messages will come to life on screen. A well-structured storyboard ensures consistency and keeps the project on track.
Don't try to fool your audience, they will suss you out!
Highlights From Our Panel!
Our expert panel shared some powerful perspectives on building an authentic and effective brand voice:
- Tamsin Daniel from Firetree Chocolate emphasized that you can’t fool your audience - authenticity is non-negotiable. She reminded us that today’s viewers quickly spot anything that feels forced or insincere. Brands that are honest about who they are build stronger, more lasting relationships with their audience.
- Andreas from IC Partners talked about the importance of “joining the dots” and meeting people where they are. His advice: speak to your audience in the way they want to be spoken to. If they want a video, make a video. If they want a Slack post, post is on Slack. Tailoring your message and tone to fit your audience’s needs and preferences is essential for real engagement.
- Carrie from Yorwaste highlighted the impact of getting the right personality on camera. She explained that having someone who genuinely represents your brand and resonates with your target audience can make all the difference. The right spokesperson brings your brand voice to life and helps your message land with authenticity and energy.
Case Study: Brand Voice: Bringing jaw-dropping technology to screen
Clever Association approached us with a problem: they wanted to enhance their sales process to high-net-worth individuals by creating a piece of media that gave them a sense of what having a luxury home cinema would be like and how what they do is “more than technology”.
The target audience needed to feel the experience; they needed emotion, immersion and a captivating piece of media they couldn’t take their eyes off which would blow their socks off.
We created a 90-second advert that Clever Association is proud to showcase to everyone. It even has a cinema premiere for its launch!
We recommend lights OFF and sound UP for this one.
"The video went down a storm, so many people were saying how good it is, it’s something we’re really proud of"
FAQs
How do I know if my brand voice is working?
Monitor engagement, feedback and consistency across platforms. Adapt as needed based on audience response.
What if I have multiple audiences?
Tailor your messaging for each segment, but keep your core voice consistent.
How involved should I be in video production?
Stay engaged throughout - especially in briefing, storyboarding and feedback stages.
How long should a brand film be to keep viewers engaged?
Aim for 60–120 seconds for most brand films. Focus on delivering your core message concisely - attention spans are short, so every second should add value. If you need to go longer, ensure the content remains relevant and engaging throughout.
What’s the difference between a brand film and a product video?
A brand film tells your overarching story - showcasing your values, mission, and personality to build emotional connection. A product video, on the other hand, focuses on specific features and benefits of a particular offering. Both have their place, but brand films are about the big picture and long-term brand building.
