You want a video to present your company, but you hear about a corporate film one moment, a brand film the next, sometimes an institutional one. The terms blur, and so do expectations. Here is how to tell them apart, and how to choose the one that really answers your goal.
The corporate (or institutional) film: inform and reassure
It clearly presents your activity, key figures, teams and locations. It is the reference asset that reassures a new contact in a few minutes.
- Tone: clear, factual, structured.
- Ideal for: tenders, partners, investors, sales presentations.
- Question it answers: “Who are you and what do you do?”
Our article on the corporate film in 90 seconds details how to build it.
The brand film: create a bond
It tells who you are and why you exist. Where a brochure informs, a brand film creates an emotional bond and makes your company memorable.
- Tone: narrative, personal, freer in form.
- Ideal for: homepage, presentations, trade shows, launches, repositioning.
- Question it answers: “Why choose you?”
See also brand film: what it is for and how to get it right.
The differences at a glance
- Goal: inform and reassure (corporate) or build preference and emotion (brand).
- Content: activities, figures, organisation (corporate) or story, values, point of view (brand).
- Lifespan: to be updated when figures change (corporate) or lasting over time (brand).
- Tone: structured and factual (corporate) or narrative and personal (brand).
How to choose
- Answering a tender or meeting investors? The corporate film is the answer.
- Want to stand out, leave a mark or rally internally? The brand film is better suited.
- Recruiting? A brand film centred on people, or a set of portraits, works better. See employer brand portraits.
- Only one budget? Start from the main use, then cut down.
Can you combine both?
Yes, and it is often the best option. One shoot can yield a brand film for the homepage and a more factual corporate film for sales presentations, with different edits. Scouting, interviews and shooting days are shared, which optimises the budget. To estimate the whole, see how much a corporate video costs.
Common mistakes
- Asking for a “corporate film” when you want to create emotion, and vice versa.
- Mixing figures, slogans and story in one overlong film.
- Not updating a corporate film when the figures change.
- Not planning short versions for social media and presentations.
Frequently asked questions
- What length for each film? See our guide how long should a corporate video be.
- Is a brand film more expensive? Not necessarily: the budget depends on preparation, number of shooting days and post-production.
- What if I do not know which to choose? Tell us your goal: we advise you at the briefing.
Key takeaway. The corporate film informs and reassures; the brand film creates a bond and leaves a mark. Discover all formats on the business video page.
A film to define?
Describe your goal: we will advise the right format and send you a detailed quote.