Learn how to craft smarter video content at every stage of the customer journey—and how top brands use storytelling to drive real results.

Why “Just Telling a Story” Isn’t Enough Anymore

Video storytelling has become a cornerstone of modern marketing. But as buyer journeys become more complex, the brands seeing the best results aren’t just telling stories—they’re aligning them to the sales funnel.

That means one kind of video won’t cut it anymore. You need the right message, tone, and format for every stage: awareness, consideration, and loyalty.

In this post, you’ll learn:

• How storytelling needs to shift depending on where your audience is in the funnel

• The video types that perform best at each stage

• What top-performing brands are doing differently

• How to evaluate your current strategy with the Brand Film Benchmark Scorecard

Awareness: The Stage of First Impressions

At the top of the funnel, your goal isn’t to sell—it’s to connect. This is where brand storytelling thrives.

Key traits of awareness-stage videos:

• Emotionally resonant

• Values-driven or mission-focused

• Short-form or cinematic formats

• Less about the product, more about why you exist

Best formats:
Brand films, company origin stories, social campaigns, founder spotlights

Consideration: The Shift to Trust and Clarity

Once your audience is interested, they need to understand what sets you apart.

At the consideration stage, video strategy becomes about:

• Clarifying your offer

• Highlighting real-world outcomes

• Building credibility with prospects

Best formats:
Explainer videos, customer testimonials, product walkthroughs, educational series

Loyalty: Storytelling That Deepens the Relationship

Many brands stop after conversion. Top brands don’t.

Loyalty-stage storytelling is about reinforcing value and creating brand advocates. It reminds your audience why they chose you—and why they should stick around.

Best formats:
Case studies, behind-the-scenes content, brand culture videos, thank-you messages

What the Best Brands Get Right

Top-performing companies don’t rely on a one-size-fits-all video strategy. They:

• Plan content around funnel stages

• Use data to guide distribution and tone

• Maintain consistent brand voice across formats

• Use storytelling to build trust and drive action

Want to See Where Your Strategy Stands?

We created the Brand Film Benchmark Report to help marketers evaluate how aligned their video strategy is—and what to improve.

It includes:

• Insights from leading brands

• An interactive quiz

• A scorecard to benchmark your current approach

Align Story and Strategy

If you want video to perform, you need more than good visuals—you need intentionality.
Start by downloading the Brand Film Benchmark Report and find out how your brand stacks up.