Shaping business branding through video

CEOs and Directors can no longer hide behind newsletters or statements, they need to be front and centre to build trust and authenticity

Chris Baker, founder of Big Head Content, understands that in today’s business landscape, authenticity isn’t just a buzzword, it’s essential for growth. Since launching his video production company in 2019, Chris has seen first-hand how brand storytelling, personal leadership, and strategic video content have become central to building trust and engagement online with both B2B and B2C audiences.

The power of personal branding

When Chris started Big Head Content, his focus was simple: create high-quality video content that helps brands communicate effectively. However, it wasn’t until he completed the Help to Grow: Management Course at Hertfordshire University in early 2024 that he truly grasped the importance of leading with a personality-driven brand.

‘Before the course, our marketing was unstructured and reactive. We’d post when we had content, but there was no long-term plan,’ Chris explains. ‘Help to Grow: Management helped me align my thoughts, especially around marketing and HR. Since implementing a structured marketing plan, my LinkedIn follower count has doubled, and engagement has skyrocketed.’

Chris Baker
Big Head Content

Alongside this, Chris works with a freelance Head of Marketing who is helping Big Head Content develop their marketing strategy and drive new business development opportunities. This shift in approach has had tangible results, Big Head Content has seen a 30% increase in turnover since completing the course, largely thanks to improved marketing strategies and content visibility.

Video as a business essential

The evolution of social media has made video content more crucial than ever, yet it’s also raised new challenges. Chris notes that where businesses once commissioned single high-quality videos, today’s budgets demand multiple outputs from one shoot. Clients are increasingly focused on value-driven content strategies, where a single production day must yield several deliverables: teasers, recaps, and multiple short-form videos to maximise return on investment.

‘In the past, videos were results led. The budget leads the output now,’ explains Chris. ‘Businesses want to make sure they get the most from their spend. If they’re investing £10k in video, they need multiple assets they can distribute across all of the platforms they appear on, not just one polished piece.’

Chris Baker
Big Head Content

This shift is driven by platform algorithms and user behaviour. While video remains highly engaging, text-based content is often outperforming video on LinkedIn because users are accustomed to scrolling past videos, whereas they tend to pause for compelling written content. Content Managers can therefore no longer afford to put all their eggs in one basket with one video, they must use and reuse multiple cuts to ensure maximum impact.

The role of video in leadership

One of the most significant changes in business communication is how leaders present themselves. Chris notes that CEOs can no longer hide behind newsletters or corporate statements, they must be visible, engaging, and authentic in their messaging.

‘Ten years ago, a CEO would issue a press release. Now, they have to be the face of the brand, appearing in videos, showing they care about employees, customers, and values,’ Chris explains. ‘If leadership doesn’t come across as genuine, audiences will disengage.’

Big Head Content has worked extensively with IHG Hotels, producing internal communications and hospitality content. This client is just one example where Chris and his team have noticed a key shift with employee and customer engagement. Employees, in particular, want to see leaders who embody company values, whether it’s sustainability, diversity, or ethical business practices.

‘If a company feels like it’s led by a faceless executive, people won’t buy in. They want to see a leader who genuinely believes in the mission, not just someone reading a script.’

Authenticity over perfection

Chris himself has embraced this mindset, even as an introvert who prefers being behind the camera rather than in front of it.

‘I don’t claim to be an expert in front of camera. But people relate to honesty. When we film interviews, we don’t ask people to look straight into the lens and deliver a rehearsed speech. That requires training. Instead, we have a conversation slightly off-camera, and that brings out natural, engaging storytelling.’

This approach is rooted in the idea that people do business with people they like. A polished corporate video is valuable, but a brand that feels real and relatable will always have stronger audience engagement.

As the digital landscape continues to evolve, one thing remains clear: authenticity and strategic video content are no longer optional for businesses, they are essential for staying relevant, building trust, and driving engagement in a crowded marketplace.

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