A brand video is the single piece of content that answers the question every new potential customer has: Who are you, and why should I trust you?
Done right, a 90-second brand video does more trust-building than a 10-page website. It shows real people, real work, and real personality. It communicates in tone, pace, and visuals what no amount of copywriting can fully express.
Here's everything you need to know about brand video production for a small business.
What Is a Brand Video?
A brand video (sometimes called a "company overview" or "about us" video) is a short film that captures the essence of your business — who you are, what you do, how you do it, and why it matters.
It's different from:
- A commercial — Brand videos focus on identity and trust, not a specific offer or promotion
- A product demo — Brand videos are about the company, not a specific product or feature
- A testimonial video — Testimonials feature customers; brand videos feature the business itself
A brand video is typically 1–3 minutes and lives on your homepage, About page, Google Business Profile, and social media.
Does Your Business Actually Need One?
Not every business does — but for most service businesses, yes. A brand video is most valuable when:
- You rely on trust before customers commit (home services, healthcare, legal, financial)
- Your team or personality is a competitive differentiator
- You do work that's visually compelling (landscaping, construction, food, design)
- You're trying to stand out in a crowded local market
- You want to command premium pricing — quality video signals quality service
The Core Elements of an Effective Brand Video
1. A Human Story
People don't connect with companies — they connect with people. The most effective brand videos feature the owner and team being genuine, not scripted. Why did you start this business? What do you care about? What's different about how you work?
2. Visual Proof
Show the work. B-roll of your team in action, before/after results, your workspace, your process. Viewers should leave with a clear mental image of what it looks like to hire you.
3. Customer Voice
Even one or two brief customer quotes woven into a brand video dramatically increases its persuasive power. The business saying "we're great" is expected. A customer saying it is proof.
4. Local Context
For a Kitsap County business, showing recognizable local landmarks, neighborhoods, or referencing your roots here creates an instant connection with local viewers. "We've been serving Poulsbo since 2010" hits different when you can see Liberty Bay in the background.
5. A Clear Next Step
End with a simple CTA. "Call us for a free estimate." "Visit us in Silverdale." Don't leave the viewer wondering what to do next.
The Production Process
Pre-Production (Week 1–2)
- Discovery meeting — understand your story, goals, audience, and key messages
- Scripting or talking points (we recommend talking points over scripted delivery for authenticity)
- Shot list development — every scene planned before the camera rolls
- Location scouting and scheduling
- Music selection (licensed, not from YouTube's free library)
Production Day (1–2 days)
- Interview setup and filming (typically 1–2 hours with the owner)
- B-roll capture — your team working, your product, your location
- Customer testimonial clips if included
- Exterior/location shots
Post-Production (Week 2–3)
- Rough cut delivered for review
- Revisions based on feedback (typically 1–2 rounds)
- Color grading, audio mix, captions, lower thirds
- Final delivery in multiple formats (web, social, 4K master)
How Much Does Brand Video Production Cost?
For small businesses, realistic ranges:
| Scope | Price Range | What's Included |
|---|---|---|
| Simple brand video (owner interview + b-roll) | $2,000–$3,500 | 1 edited video (90–120 sec), 2–3 social cuts |
| Full brand story (team, customers, location) | $3,500–$6,000 | Full video, multiple cuts, multiple locations |
| Ongoing video retainer | $2,000–$4,000/mo | Monthly brand content + short-form social videos |
What drives cost up: multiple filming days, drone footage, actors, complex editing, animation. What keeps cost down: single location, owner-led interviews, straightforward editing.
Common Mistakes to Avoid
- Over-scripting — Memorized scripts sound memorized. Talking points lead to authentic delivery.
- Making it too long — 3 minutes is the max. Under 2 minutes is usually better. Edit ruthlessly.
- No distribution plan — A brand video that lives only on your homepage is wasted. It belongs on your GBP, social media, YouTube, and in email signatures.
- No CTA — Every video needs to tell the viewer what to do next.
- Generic music — Stock music that doesn't fit your brand tone undercuts an otherwise great video.
Ready to Tell Your Story?
We produce brand videos for Kitsap County businesses — shot locally, built into your marketing strategy. See our video production service →
Or learn about how we distribute and maximize video content: Video Marketing & Distribution →
Buzz Cue — Poulsbo, WA. We produce video and build the marketing systems that make it work. Talk to us →