As master art director and graphic designer Paul Rand once said, "Design is the silent ambassador of your brand."

However, design is only one component of branding. Perhaps the most crucial component is the story you tell your audience -- or as marketing guru Seth Godin explains, "A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer's decision to choose one product or service over another. A brand is not defined by the organization, but it is the consumer perception of the organization."

Whether those "consumers" are prospective funders, community leaders, or future volunteers -- video is unarguably the most dynamic, efficient, and powerful tool you have to share your brand story with the people who are deciding which non-profit to support, fund, or volunteer with.

Here is an example of one video we produced for Gulfshore Playhouse. As you watch, consider not only the design of the video, but the story it places in the mind of prospective "consumers."