Brand Film Strategy: Are You Really Ready?

How brand films really work, who they’re for, and why trying to say everything in one video is the fastest way to say nothing at all.

Still from Makers Social Founders Film with Meg Pando

Brand films are powerful. Emotional. Timeless.

And if they’re done right, they can be one of the smartest investments a brand makes.

They’re the films that make people feel something about your brand. But they only work when you know what you’re trying to say.

But here’s the thing: a lot of folks shopping for video haven’t really thought through what a brand film even is.

They just know they need “a video.” Maybe they saw something beautiful, or someone on their team said it was time to upgrade the website.

But before we dive in too deep, let’s define a few things.

What is a Brand Film?

A brand film is a short documentary-style video that captures the heart of a brand, its people, purpose, values, and philosophy.

It’s usually built around real interviews. It’s emotionally rich, human, and hard to copy because it leans heavily into your team’s personality and voice.

It’s not an ad.

It’s not a sales pitch.

It’s not a product demo or a testimonial (though those can be part of a larger campaign).

Think of it like a welcome mat to your world.

A well-made brand film doesn’t just show what you do; it makes people feel why it matters.

Wait—So What Kind of Video Do I Actually Need?

Great question. That’s the exact kind of thing we figure out together in the early stages of working with a brand.

Some people come in thinking they want a brand film, but what they really need is:

• A recruitment video

• A testimonial film

• A social micro-series

• Email onboarding content

• Or even just a clear strategy

That’s where our discovery process comes in. We help clients zoom out, audit their goals, and figure out which story needs to be told first, which content types support that story, and how we build a system that makes it all work together.

Video Isn’t the Goal. It’s the Vehicle.

Let’s back up. When we start work with any new partner, our first job is to help you slow down. Not because we don’t want to move forward, but because we want to move forward with clarity.

You might think you need one video. But what you really need is:

• Clarity on what you’re trying to say

• Alignment on who you’re saying it to

• A strategy that ensures what you make will actually work

That’s why our process always starts with questions. We don’t just ask about the film. We ask about the bigger picture:

What’s working right now?

Where are you headed?

What’s getting in the way?

From there, we can actually recommend what kind of video (or videos) you need, not just what looks good or feels trendy.

And the best part? You get content that works the way you hoped it would.

From there, we can actually recommend what kind of video (or videos) you need, not just what looks good or feels trendy.

Why Some Aren’t Ready for a Brand Film Strategy (Yet)

Some of the brands we meet are still in the early grind. They’re doing great work, serving clients, getting referrals, and figuring things out.

However, when we ask them to zoom out, to articulate their purpose, values, and the deeper why, it’s often still forming.

More about staying busy than building something.

That’s not a critique. That’s just part of the growth curve.

But when that happens, we pause on the brand film and shift toward uncovering that deeper story. Because a brand film made from a half-baked message?

It won’t hit. And that’s a waste of budget and trust.

The last thing we want to do is convince someone to make something they aren't ready for or shoot and hope it turns out ok. Those typically become edit nightmares and massive time sucks for our team.

It's better to save the money on a film and do so later, or lean toward something like consulting.

The Value of the Workshop Phase

Instead, we usually invite those brands into a workshop. That’s where the magic starts.

This ensures a brand film strategy.

In these sessions, we zoom out together. We dig into:

• Who you really are (beyond your services)

• Why your brand exists (beyond “we do good work”)

• What stories already exist inside your company

• Where the friction points are in your growth or messaging

This is where we often discover more than just one video is needed, and how brand films become part of a larger system.

Example: Twirl Bridal

When we worked with Twirl, they already had an incredible team and strong Social media presence, but they didn’t quite know how to express that in video.

Through our workshop, we helped them align their messaging, clarify their brand story, and get the whole team speaking the same language.

The result?

• A flagship brand film

• 4 cutdowns for targeted ads

• 3 client testimonials

• 50+ social thought leadership videos

It all stemmed from the clarity that comes when you pause and zoom out.

Brand Films Work Best When They're Focused

Here’s the trap most people fall into: They try to make a brand film do everything.

Recruit new team members.

Convert leads.

Get people emotional.

Explain their services.

Highlight past work.

Talk about the founders.

Cover their values.

And their origin story.

Oh—and make it under 3 minutes.

It’s just not possible.

And when you try? You dilute the whole message.

The smartest brand films are focused.

One core story.

One audience.

One message.

That’s what makes it powerful.

That’s what makes it connect.

Building a System Around the Brand Film

We often find ourselves saying: One film is rarely enough. But one film can lead the way.

A great brand film can serve as the anchor for:

• Shorter teasers/targeted ads

• A hiring-specific film

• Values-driven internal culture pieces

• Testimonials

• Product or service explainers

• Personal founder messages

• Email sequence content

• Sales enablement tools

This is how we build campaigns, not just videos.

Our goal is to get you clarity on the full picture. Then we help you create the assets that support each goal, without shoving everything into a single video.

The impulse to cram and save makes logical sense, but never lands with your audience. It's the fastest way to make video marketing go from a valuable investment to a total waste.

Who Brand Films Are Really For

You’re likely ready for a brand film if:

• You’ve built some traction and want to strengthen your identity

• You have clear values and purpose, but haven’t told the story fully

• You’re hiring, scaling, or launching a new phase of growth

• You want your audience to feel why you do what you do

• You’re ready to invest in something that will work for 3–5+ years

They’re not just for big brands. We’ve done brand films for solo founders, family-owned businesses, artists, startups, and nonprofits.

The key isn’t size—it’s clarity.

Real Talk: A Recruitment Film Might Be Better

Sometimes a client comes to us thinking they need a brand film to help with hiring.

But after some honest conversation, we realize the real need is something simpler and more direct, like a recruitment video.

Sure, it’s not as flashy. But it serves the goal better.

It’s the right tool for the right moment.

This is why we position ourselves as advisors. We're not here to push you into a cinematic brand film if what you really need is a strategy shift and a couple of targeted videos.

Three Brand Films, Three Different Needs

There’s no one-size-fits-all when it comes to brand films.

Some kickstart identity.

Others clarify the purpose.

Some anchor a campaign.

Others live as a standalone legacy.

Here’s how three very different brands used a film to do precisely what they needed—and nothing they didn’t.

Stance Design Co. — Building Trust From the Start

Tyler wasn’t just looking for visibility. He needed a way to show potential clients the care and craft behind every Stance Design piece, without watering it down.

We paired the film with supporting stills, web backgrounds, and behind-the-scenes moments to give his brand a cohesive foundation rooted in craftsmanship and integrity.

It wasn’t about flash. It was about trust—earning it slowly, and holding it tight.

His film reflects a deep pride in the smallest details. It honors legacy, family, and doing things right or not at all.

Cowgirl Hustle — The Heart Behind a Brand

This wasn’t just a launch film. This was a statement.

Lacie built Cowgirl Hustle as a challenge to outdated expectations, and her founder's story needed to match that energy. Her film plays like a mini-documentary: bold, vulnerable, and deeply human.

Because she was already creating high volumes of content, we focused on the core story. Fewer deliverables, more emotional weight.

The result? A brand film that didn’t just launch a label. It gave people a reason to believe in something bigger.

It highlights the resistance she has faced, the movement she has built, and how her rural, relatable voice has become a powerful stand for authenticity and empowerment, especially for women in the Western world.

Makers Social — A Pulse of Personality

Makers Social already had great content. But they were missing feeling.

We created a Founder’s Film with Meg that captured the energy of the space, the joy of community creativity, and the sense of belonging she’s built inside the four walls of her bar-meets-DIY-art-studio.

It’s lighthearted and thoughtful, fun but grounded, offering the “why” behind what they do, in a way their ads and socials hadn’t yet captured.

Since then, Makers has leaned further into content, team storytelling, and brand evolution. Because sometimes one great film isn’t a finish line—it’s momentum.

This film now lives alongside four targeted ads we produced to help drive traffic and bookings. But more importantly, it deepened their audience’s relationship with the brand.

Brand Storytelling Isn’t Just One Film—It’s a System

A brand film is often the centerpiece, but it's rarely the whole story.

At JECP, we focus on brand storytelling, not just deliverables.

That means we help clients figure out which videos need to be made, in what order, and how they all work together to support long-term goals, not just short-term wins.

Sometimes that means starting with a flagship film. At other times, it means producing microfilms, testimonial pieces, or video sequences that build trust over time.

Our goal isn’t to sell you a video—it’s to help you build a system that works.

Want to delve deeper into the various types of videos and how we assist brands in selecting the right one for the right moment?

Read: "Choosing the Right Video for the Right Outcome"

Final Thoughts

Brand films are one of the four types of content we focus on most, because when they’re done right, they last.

But they only work when you slow down, zoom out, and focus on what really matters: Your story, your audience, and the outcomes you’re trying to create.

That’s where we come in.

We don’t just press record.

We guide the conversation.

We build the system.

And we help you bring your story to life—with confidence, strategy, and care.

Key Takeaways:

• Don’t cram every goal into one video.

• One story, one message = stronger connection.

• Brand films are most effective when paired with strategic and supporting content.

• Clarity first. Always.

At JECP we tell damn good stories, craft them with purpose and build partnerships that matter.

If you’re serious about telling the right story—and telling it the right way—we’d be honored to be your creative partner.

We get how hard, consuming, and at times overwhelming video marketing can be. There's never been more noise and meaningless content than there is now. If you want to get your story right and work with a partner like us, feel free to reach out.

Josh Emerick | Founder of JECP

Filmmaker, Sory Sculptor & Kind-Hearted Rebel

josh@jecp.co | 7407047921