Whether you are creating a video for your company or to enhance your personal brand, it needs to be quality. The quality of your video is a direct representation of the quality of your company, or at least that is what the audience perceives, and perception is reality.
When I say "quality," I am not only talking about the obvious things like camera, lighting, audio and editing. I am talking about the story. Do you have a good narrative to tell? Start with a message worth saying, and build up from there. High-end gear makes an image look fantastic, but poor writing can tank the whole project. Too many people assume they need an expensive camera before they can start shooting.
A few years ago I entered the Connecticut Film Festival's 24-hour film competition. We had a decent camera for the time, shot entirely with natural light, and had no fancy stabilization gear. After an intense 24 hours, my team and I felt we had a strong film, and it took first place. Did I mention not a single word of dialogue was spoken? The story was enough to distract from the fact that we did not use a cinema camera, a dolly or exotic locations.
It does not matter if you are shooting on a RED system or the latest drone. If you do not have a solid narrative, you have nothing. Always remember: story is king, and everything else is secondary. Now get writing.