Finding Your Club’s Unique Voice: The Foundation of Every Great Anthem Video

Think of a Nike commercial that makes you want to lace up your shoes and chase greatness — even if you’re not an athlete. Or an Apple launch video that doesn’t just unveil a product, but makes you feel like you’re part of a movement. Those are brand anthem videos: short videos designed to inspire, unite, and make you feel something bigger than what’s on screen.

Now, imagine that same level of emotional pull applied to your private club. Instead of selling sneakers or smartphones, the “product” is a lifestyle. You’re showing a community and a legacy. A great club anthem video doesn’t just showcase your amenities; it draws people into your story. It’s the laughter shared on the terrace, the quiet moments before a championship tee-off, the traditions that connect one generation to the next.

When done well, it’s the difference between showing what your club has and making people feel what your club is.

Why Your Club’s Voice Matters

Think of your club’s voice as the signature that makes your mark unmistakable. Amenities may be the ink, but your voice is the handwriting. Your tone and story make the personality and perspective that make your story yours.

If your video only shows the pool, the course, and the beautiful dining room, it could be any other club on a screen. The story, the way your club expresses its identity, is what truly sets you apart.

That voice shapes everything: the narrative you choose to tell, the pace and style of your visuals, the emotional journey you want your audience to take. It also determines which moments make it into the final cut and which ones stay on the editing room floor.

When your voice is clear, your anthem video doesn’t just “feature a club.” It captures your club — and that difference is what resonates deeply with both current and prospective members.

Case Study: The Olympic Club

A great example of this is the brand video for The Olympic Club in San Francisco, which we had the privilege to produce alongside their team.

What makes this video stand out isn’t simply its technical quality or the breathtaking views. It’s the way the visual storytelling reflects the club’s prestige, its long-standing traditions, and — most importantly — its vibrant sense of community.

From the very first frame, there’s movement and energy. Historic images blend with scenes from present-day life. Faces — not just facilities — take center stage. The story is about people just as much as it is about the place.

The result is a piece that not only attracts potential members but also reignites excitement among the existing community. It captures a legacy, honors it, and invites others to be part of it.

The Pitfalls of Skipping the “Voice” Step

Some clubs go straight into production with a checklist of “must-have shots” — the golf course, the pool, the dining room. While these are important, focusing solely on what you offer without first defining who you are often leads to generic storytelling.

Even the most striking drone footage won’t have the same impact if the underlying story isn’t anchored in your identity. Without a strong voice, videos can feel interchangeable with dozens of other clubs, leaving little emotional impression.

How to Find Your Club’s Unique Voice

Finding your voice takes more than listing amenities. It’s about uncovering the purpose, values, and personality that define your community.

Begin by clarifying your “why.” Ask yourself: beyond offering amenities, what role does your club play in members’ lives? Is it a guardian of tradition, a multigenerational gathering place, or a respite from a fast-paced world? This sense of purpose will guide your video’s tone and message.

Next, consider the emotions you want viewers to feel. Do you want them to walk away with a sense of pride, joy, nostalgia, or inspiration? These emotions will shape decisions about music, pacing, and imagery.

Listening to your members is another powerful step. Their stories, language, and shared memories reveal the emotional threads that make your club unique. Often, these insights uncover moments that might otherwise be overlooked in the creative process.

Finally, bring leadership together to agree on the narrative direction before production begins. This alignment prevents mixed messages and ensures the story remains authentic from concept to final cut.

From Voice to Visuals

Once your voice is clearly defined, the challenge becomes translating it into visuals. This is where collaboration with your production team is essential.

The pacing of your edit, the warmth or brightness of your color palette, the energy in your soundtrack — all of these choices should work together to convey your identity. A club steeped in tradition might benefit from slower transitions, warm lighting, and archival images interwoven with present-day scenes. A club that thrives on energy and innovation might opt for fast cuts, bold color, and an upbeat soundtrack.

Questions to Ask Before You Begin

Before your cameras roll, it’s worth taking the time to ask — and answer — the right questions. Our guide, 20 Essential Video Production Questions to Ask Before Creating a Private Club Video, outlines the most important ones. A few of the most impactful include:

• What is the single most important takeaway you want viewers to have?

• How should they feel immediately after watching?

• Which stories are best told visually rather than verbally?

• Are there traditions or moments that must be represented to capture your essence?

By answering these answers before production, you set a clear creative path that keeps your video true to your club’s identity.

From Story to Legacy

A well-crafted anthem video is timeless. While it should feel fresh and engaging today, it should also remain relevant years from now as a snapshot of the club’s essence. That’s only possible when it’s rooted in truths that don’t change — your mission, your traditions, and your sense of community.

When you lead with your unique voice, you’re not just creating a marketing asset. You’re creating a piece of your club’s legacy. Members will share it proudly, prospective members will remember it long after they’ve watched, and future generations will look back on it as a reflection of what made the club special in this moment.

Find Your Voice

Finding your club’s unique voice isn’t an extra step in the video production process — it’s the foundation. Without it, even the most beautiful footage won’t resonate. With it, your anthem video can inspire pride, belonging, and connection that lasts for years to come.