What Makes a Good Brand Video? Newcastle Producer’s Guide
We’ve all seen them: brand videos that look great but leave you wondering what the business actually does. Or worse, videos so full of buzzwords and stock footage that you tune out halfway through.
So, what actually makes a good brand video? And how do you know yours is doing the job?
As a Newcastle video production company that’s helped brands big and small tell their story, we’ve got a few thoughts. Here’s what we think separates the forgettable from the memorable.
1. It knows what it is (and what it isn’t)
A brand video isn’t a promo ad. It’s not a hard sell, and it shouldn’t feel like a voiceover reading your About page.
A brand video, or what we call a brand story video, is designed to show who you are, what you care about, and why you exist. It gives your audience a feel for your people and purpose before they even speak to you.
Done right, it’s the video that earns trust, sparks curiosity, and sets the tone for your whole brand.
A brand video is not a promo
2. Clarity beats cleverness
A good brand video doesn’t try to be the coolest thing on the internet. It just needs to be clear.
Your message should be:
Easy to follow
Aligned with your brand values
Free of jargon and buzzwords
If a viewer can’t summarise your brand in one sentence after watching, it’s probably missed the mark. The best videos sound like real people talking to real people.
3. It tells a proper story
Every strong brand video has a structure. Even if it’s subtle, there’s a beginning, middle, and end:
Why you started
What you do
Why it matters
Where you're headed next
Think of it as your origin story; but relevant to the customer, not just your internal team. The narrative should guide them toward believing in your mission.
4. It shows the real people behind the brand
Stock footage might fill a timeline, but it doesn’t build trust. Audiences want to see your actual team, your workspace, and the vibe behind your brand.
Here in Newcastle, authenticity matters. Whether you're a tech startup or a long-running family business, showing your real face makes a difference. A well-shot conversation with your founder or team member beats any polished script.
Get to know the people behind your brand
5. It sounds like you
Your brand has a voice. Your video should too.
If you’re friendly and laid-back, your script should reflect that. If your brand is bold and direct, don’t water it down with generic lines. A good video production agency will help pull that tone through the visuals and the words.
At CactusCan, we use pre-production sessions to map out tone, pace, and messaging; so the final cut sounds like it came from your team.
6. It speaks to the right people
Not every video needs to impress everyone. A great brand video is laser-focused on its intended audience. It makes your people feel seen.
Whether you're targeting investors, customers, or recruits, the messaging, visuals, and pace should feel built for them. A one-size-fits-all video rarely fits anyone.
7. The process is as important as the outcome
The most effective brand videos come from a rock-solid production process.
That means:
Clear timelines
Shared planning docs
Structured feedback loops
A team that actually runs the show
At CactusCan, we call it the "open kitchen" model. You see what’s happening at every step, but we handle the prep, the cook, and the plating. No chaos. No surprises.
8. It gets used—a lot
One of the best signs you’ve nailed your brand video? Your team actually uses it.
You want a piece of content that lives on your homepage, in sales decks, in onboarding emails, and in your LinkedIn posts. If you’re only watching it once, you probably didn’t get what you needed.
Great brand videos are evergreen. They grow with your business and keep doing their job long after launch.
A good brand video does more than just look good. It captures the soul of your business in a way that’s watchable, useful, and honest.
If you’re working with a Newcastle video production company that helps you feel clear, confident, and excited to share your story — you’re probably onto something solid.
And if you're not there yet, we know a team that can help.
If you prefer the guidance of a professional cameraman, reach out to CactusCan Newcastle. As a film production company with a focus to creating the best video content in Newcastle, let’s make the best content for your business.
CactusCan Media is a trusted name in Newcastle and Sydney’s video production scene, offering high-quality, results-driven content tailored to your business goals. As one of the top video production companies in Newcastle, we help brands create compelling visual content—from corporate videos and brand stories to social media clips, explainer videos, case studies, event coverage, and photography. If you’re searching for expert video production services near you, our Newcastle anc Sydney-based teams are here to turn your ideas into powerful, shareable content.
About the Author
Sarah Watts
As our Marketing and Project Manager, Sarah is the driving force behind our successful projects and campaigns. With a keen eye for detail and an unwavering commitment to delivering excellence, Sarah orchestrates seamless collaborations that ensure our clients' vision becomes a reality.
Her innate understanding of marketing dynamics make her the go-to expert for developing effective strategies that resonate with diverse audiences. Sarah is passionate about crafting compelling narratives and overseeing every project's journey from inception to fruition, resulting in remarkable success stories.
