What Is Branded Content? A Straight-Up Guide
Branded content is everywhere, with an estimated 90% of marketers including content marketing in their strategies. This showcases that branded content isn’t just an optional extra anymore; it’s a necessity for brand growth and recognition.
But branded content doesn’t need to be a basic ad with a logo slapped on it. Branded content done right can ensure your brand stands out to customers over the noise of your competitors.
In this guide, we’ll break down what branded content actually means, why it works so well, and how STORM+SHELTER can help brands invest in it.
What Is Branded Content?
Branded content is a type of content marketing that a brand produces (sometimes with a media partner) to promote a product or service.
The difference between branded content and an ad is that branded content isn’t a sales pitch. At its core, branded content is media that utilises storytelling to engage with audiences and convey the brand’s values.
In short, it’s promotional content that people want to watch.
The 5 Key Characteristics of Branded Content
If you’re still struggling to grasp what’s considered branded content fully, here are the top five indicators for branded content:
Story-first approach, not sales-first
Emotion over information
Brand values are embedded, but not explicitly stated
High creative freedom
Entertainment, education, or inspiration as the primary value
What Branded Content Is NOT
In contrast, here’s a list of four characteristics NOT associated with branded content:
Not traditional ads
Not product demos
Not influencer sponsorships (although they can overlap)
Not “content with the brand slapped at the end”
Formats of Branded Content
Short films and documentaries
Series and episodic content
Behind-the-scenes and brand story films
Podcasting and audio formats
High-concept social content
User-generated style content (when developed intentionally)
Real-World Examples
As we’ve already mentioned, so many companies are now fully leaning into branded content as part of their wider marketing strategy. And you don’t have to look far for branded content during the festive season.
We all know and love the big organisations that produce and distribute Christmas adverts that tug at our heartstrings and make us contemplate the meaning of the holidays.
Some of the biggest competitors of 2025 have been:
‘The Perfect Gift’ by Waitrose, which shares an unlikely love story between comedian Joe Wilkinson and beloved actress Keira Knightley.
‘Where Love Lies’ by John Lewis highlights the bond between a father and son through their shared love of music.
‘Wallace & Gromit x Barbour’ by Barbour and the makers of Wallace and Gromit shows the nation’s favourite duo up to their usual antics.
What do these adverts have in common? They’re not trying to sell a specific product; they’re trying to tell a story. These brands put the story at the forefront and showcase their brand values through the narrative, and that’s what makes them great examples of branded content.
Why Branded Content Works & Why Brands Love It
Branded content is where culture, creativity, and storytelling combine to produce an authentic and meaningful experience, and that’s how brands can stay relevant and seen in a world where ads are seen as an inconvenience.
At STORM+SHELTER, we love helping brands create cinematic, scroll-stopping content that modern audiences have come to expect. Here are some more reasons why we love branded content.
Cuts Through Ad Fatigue & Lives Longer:
Did you know that 93% of audiences skip or actively avoid ads? That’s a lot! Although ad targeting has come a long way in recent years, consumers also have more autonomy over their online experiences, meaning ads often get skipped and overlooked.
With the main focus of branded content being storytelling, it’s more likely to engage audiences and keep them watching, making the content evergreen.
Builds Brand Affinity & Emotional Connection:
A key aspect of branded content is driving a deeper emotional connection with your audience, which in turn builds an affinity and loyalty. Branded content helps to achieve this not just through building a robust narrative, but also by embedding the company’s values.
Your target audience should share the same values as your brand, helping to create a strong bond between your brand and your consumers.
Performs on All Platforms:
Branded content is such a powerful tool not only for its ability to engage and convert audiences, but also for its effectiveness on all platforms.
Content often needs to be tailored depending on the platform to ensure it reaches the right audience and meets the platform's rules and guidelines, which can be costly and time-consuming.
But with branded content, it performs well on every platform, from social media to streaming!
Creates Shareable Moments:
If we think back to the Christmas adverts mentioned earlier, they work so well because they create memorable moments that are easy to share. This is both in terms of branded content’s effectiveness on all platforms, but also in creating a shared bond between the brand and customer.
Branded content is all about finding common ground with your audience to create a sense of trust and togetherness. And when you can reach your customers’ hearts, you create a life-long affinity and loyalty.
How We Can Help with Your Branded Content
We hope you found this guide useful and now have a better understanding of what branded content actually means.
If you’re thinking of stepping into branded content with the hopes of making audiences feel something, we can make it happen.
At STORM+SHELTER, we can support your brand in producing content that connects with your audience, not just sells to them. From creating a concept and scriptwriting to casting and producing, we can bring your campaign to life.
To kickstart your branded content journey, get in touch with the team on 02920 251255 or email content@stormandshelter.com.
