Brand videos can look effortless when you see them online, but behind the scenes, there’s a lot more planning and strategy involved than most people realise. The most effective brand videos start long before the camera turns on, with gaining clarity on your business goals, your ideal audience, and the core message you want your video to deliver.

I sat down with someone who knows this better than anyone, Adam Hanslow-Smith, Creative Director and Co-Founder of Dandelion Video Production, based in Worcestershire.

I asked him the real questions business owners need answers to when it comes to video content, like what you need to establish before filming, what to avoid during the shoot, and what actually makes a video memorable. And his answers? Let’s just say they might change the way you think about your video content strategy.

Adam’s perspective is full of golden nuggets of advice for making your video content work harder for your business. If a brand video is on your to-do list, his insights, below, will save you time, stress, and a lot of “I wish I’d known that earlier” moments.

Adam’s top advice

1. What’s the most important thing a brand needs to define before they start filming?

The most important thing that a brand should define before filming is what they want the video to say. Video is a visual medium, and a lot of brands purely think about what they want to show, “We have this product, let’s show it! We have this event, let’s show it!”

Merely showing a product or event isn’t enough. You need to really drill into what you want to say about it, because nice visuals don’t sell trust. Nice visuals don’t sell value. The message does.

2. What’s one mistake you often see brands make during filming, and how can they avoid it?

The biggest mistake that brands make during filming is actually two related mistakes, or mistakes that are different sides of the same coin.

On the one side of the coin, they want to cram every bit of detail possible into a video, overloading the viewer with so much information that they can’t possibly begin to appreciate why the product/service would be interesting to them.

On the other side of the coin, brands that are so worried about keeping their videos short to counter short attention spans ironically risk cutting out every detail that would make their video interesting to their customers.

Focus on the one thing that you want your customer to understand, and make that video as long as it needs to be to convey it.

3. What makes a brand video truly memorable?

What makes a brand video memorable to me are beautiful visuals - whether that’s creative shooting, editing, motion graphics, use of colour, but I point cameras at things for a living, so that’s not the same as everyone else.

What makes a brand video truly memorable to everyone else is something that makes the viewer feel like they’re part of it, conveyed either by a good story, highlighting a viewer’s pain point (making them feel seen), or telling them something they didn’t know.

Those things aren’t always easy to find, but they are there if you have a good understanding of what you want to say and what your customers want to hear.

“That’s a wrap”

As Adam shared, the brands that get video right are the ones who start with a clear message, focus on what truly serves the viewer, and aren’t afraid to tell a story that feels real and human.

Whether you’re planning a product launch, a brand story film, or a simple social media video, the foundations remain the same: clarity, simplicity, and emotional connection.

When you understand your audience, avoid the trap of overstuffing (or oversimplifying) your message, and aim to make viewers feel like part of the experience, your video will work harder for your business, long after it’s posted..

If you’re ready to bring your brand story to life through video and want support shaping your message or developing a content strategy that ties everything together, we’re here to guide you through the process, get in touch today.

Key Takeaways

What are the key factors to remember when creating video content for your business?

Establishing your message is key — the most effective brand videos are built around what you want to say, not just what you want to show.
Clarity beats quantity — cramming in too much information overwhelms viewers, but cutting too much makes your video forgettable. Focus on one core idea.
Your audience should feel seen — memorable videos connect emotionally, highlight pain points, or teach the viewer something new.
Strategy starts before filming — knowing your goals, audience, and key message before you hit record sets the foundation for a strong video.

What every business owner needs to know about filming a brand video: Advice from a Videographer.