Most people think a video is done when the shoot wraps. It's not. The edit is where footage becomes a story, and for a brand video, the edit is where the sale gets made. I shoot, edit, and produce brand videos, so I've seen both sides. Here's what great editing actually does for your video. 1. Turns footage into a narrative Raw footage is a pile of moments. Editing arranges them into a story with a beginning, tension, and payoff. A brand film without a narrative arc is just a