If your brand is exploring how to effectively leverage video, there are 3 videos that you should start with. When made well and used properly, these three videos will work in concert to enhance your brand image, attract your audience, and convert views into actions.

Whether your brand is for-profit or nonprofit, the same 3 videos are more important than any others.

1. The Anthem Film

Your anthem film is the emotional heartbeat of your brand. This is the first video many people will see regarding your brand. It needs to make a splash and get your audience excited while answering the following:

• What do you believe in?
• Why do you exist?
• What impact do you create?

This is the piece that sets the tone for everything else. It is a cinematic, story-driven video that lives on your homepage, opens events, and introduces your mission to the world. Think of it as your brand's identity distilled into 60–120 seconds. This video exists to:

• Get your audience excited
• Be memorable
• Make your brand look “polished”
• Establish your brand as a “power player” within its industry

This video is the one where you want to invest the greatest resources out of the three because it is the first point of contact that most people will have with your brand. If it looks cheap or amateur, then so will your brand.

2. The "About Us" Video

Your audience sees the anthem film and gets excited, but their excitement needs to be about your brand, not just flashy visuals. That is where the “about us” video enters the picture. This video typically features the brand’s leadership explaining why the brand does what it does. This should include the story of why it was founded, what problem it solves, and why your brand’s team in particular is uniquely qualified to solve this problem.

In short, this video addresses:

• The problem you are addressing
• Who you serve
• What you offer
• Why your team is uniquely qualified to address the problem

This is the video decision-makers watch when they're evaluating you. It reduces uncertainty and explains your value quickly.

Every organization should have one that's simple, clean, and up to date.

1. Testimonial Video

Now that there is reason to trust the team behind the brand, your audience might want to hear a firsthand account of how your solution actually improves lives. That is what the testimonial video  is all about. Testimonial videos need to be hyper-focused. The singular question they answer is:

“How will this solution make my life better?”

Remember, benefits sell, not features.

The most powerful marketing is someone else talking about you.

Great testimonial videos feature real customers, students, families, partners, etc. These pieces build credibility in a way no sales pitch ever can.

A strong testimonial can be used across social media ads, email campaigns, sales decks, web pages, fundraising, and recruitment.

They're the highest-trust asset you can produce and typically take the least resources to make. If you have the resources, I recommend creating a series of testimonial videos highlighting someone within each of the customer archetypes that you have.

You don't need a big budget to make an impact.

You need the right three stories, told well. With these core videos in place, everything else in your marketing becomes easier: brand awareness, buyer confidence, community engagement, etc. This is the foundation every brand should build.

An anthem film gets people excited about your brand.

An about us video so people trust the team behind the brand.

Testimonial videos so people trust your solution.

Looking for a production partner that will help you plan and create these videos for your brand? Check out Pollen Productions! The experienced team at Pollen will help you figure out how to make the perfect videos for your needs.