Everything a company does, says something about it’s personality and values. With in seconds video gives people a lasting impression of a company. This could be dangerous if you give of the wrong image, but it can give your audience a a positive emotional connection, which embodies your brand.
You put your socks on before your shoes for a reason. It’s important to get things in the right order, otherwise things get in a mess. In communication you must always start with what you want to say, then work out how you want to say it.