What’s the difference between corporate video, promotional video, and brand video?

Corporate, promotional, and brand videos serve different purposes even though they’re often grouped together. Understanding how each format works helps businesses choose the right approach for communication, marketing, or long-term positioning.

 

What is a corporate video?

A corporate video is designed to communicate information clearly and professionally. It is often used for internal or external business communication rather than direct marketing.

Common uses include:

  • Internal communications

  • Training and onboarding

  • Company overview videos

Corporate videos focus on clarity, consistency, and efficiency.

 

What is a promotional video?

A promotional video is marketing-focused and created to promote a product, service, or campaign. Its goal is to drive awareness, engagement, or action.

Common uses include:

  • Lead generation

  • Product or service promotion

  • Marketing and sales campaigns

Promotional videos are typically short, direct, and designed to convert.

 

What is a brand video?

A brand video focuses on storytelling and emotional connection. It communicates a company’s values, identity, and positioning rather than specific products or services.

Common uses include:

  • Brand positioning

  • Homepage or website videos

  • Investor or pitch presentations

Brand videos are long-term assets that support perception and differentiation.

 

Key differences between corporate, promotional, and brand video

While these formats may overlap visually, they differ in purpose and intent.

  • Purpose
    Corporate videos inform
    Promotional videos convert
    Brand videos position

  • Tone
    Corporate videos are clear and professional
    Promotional videos are persuasive
    Brand videos are narrative and emotional

  • Longevity
    Corporate videos are long-term
    Promotional videos are short- to mid-term
    Brand videos are long-term

 

Which type of video does your business need?

The right choice depends on your primary goal:

  • Choose a corporate video if clarity, training, or internal communication is the priority

  • Choose a promotional video if marketing, growth, or sales are the focus

  • Choose a brand video if differentiation and long-term perception matter

Frequently asked questions

Can one video serve multiple purposes?
Yes. Many videos are planned to be repurposed across marketing, internal communication, and digital platforms.

Is a brand video worth the investment?
For businesses focused on long-term positioning and credibility, brand videos often deliver lasting value.

Which video type works best for small businesses?
Promotional and testimonial videos typically provide the fastest return with manageable budgets.