Important elements for brand development.

Why are images, videos and animations important in brand design?

Visual communication is invaluable in the context of brand design for B2B companies, especially in international markets. In a globalized business world where visual communication is more in focus than ever, images, videos and animations act as powerful tools to shape brand building and brand identity. But the auditory dimension is also not to be neglected for us as a branding agency.

The effect of image, video and animation

Images, videos and animations have an immediate psychological effect on human perception. We work with them every day in brand consulting. Images create quick connections, evoke emotions, and make it possible to convey complex information at a glance. Videos and animations go a step further by combining motion, sound and visual effects to tell stories and embed messages more deeply. The combination of visual and auditory stimuli amplifies perception and creates a multisensory experience that is effective in memory formation and brand loyalty.

In B2B company brand design, our focus as a B2B branding agency is to consistently convey the brand message and identity across all communication channels. Images, videos and animations fit seamlessly into this concept. They are used not only to represent products or services, but also to communicate the essence of the brand itself. They can visually portray values, corporate culture and innovative spirit, creating a more emotional connection with different target audiences. Again, the international presence of many B2B brands requires special attention to cultural differences. Images, videos, and animations must be relevant in different regions and take cultural nuances into account to avoid misunderstandings and convey the desired message.

In the world of B2B brand design, images and sounds are not only visual and auditory elements, but also powerful storytellers.

Photo and photo studio

In the in-house photo studio of our branding agency, we have the possibility to take product photographs and pack shots. By means of the green screen option, we realize images of products from any view (3D), which can later be integrated into company- or user-specific sceneries.

The same applies to people shots. In our studio or with a mobile green screen on location, we take pictures in a relaxed atmosphere, get as much authenticity as possible out of each person and later merge people and scenery. Or we photograph right in the backdrops and provide the appropriate lighting.

Furthermore, we accompany events and trade fairs with our agency photographers or go on a documentation tour through the company. And we show products and services directly in action – whether it’s a wind turbine in the field, a construction crane on a building site or a high-performance engine in the belly of a container ship. Expressive B2B images whose visual language tells something about the brand are our agency claim.

If the individual visual language of the brand requires an individual photo shoot, we also design and organize this. From location scouting and model selection to decoration, stylist and make-up artist to the corresponding model contracts.

Broadcasting live is emotion, a pure brand experience. Live is Life.

Videos and livestream

In the field of video, our B2B branding agency is equipped to handle everything from atmospheric and informative documentaries, interviews and executive videos to product presentations, explainer videos and livestreams. Whether indoors or outdoors, close-up, from a distance or from the air – the right equipment is available to express images and visual language in the spirit of the brand in a moving way and with high standards of naturalness and authenticity.

In the agency’s own film studio and green screen studio, we can merge real worlds with virtual worlds and take creative paths in the visual language for the brand. Likewise, we are on location with the video team and film. Of course, we also have 360° cameras and drones at the agency.

With the technology and solutions in the agency, we also realize livestreams. Unidirectional and bidirectional. For example, during a brand launch, all employees at all locations can participate in the presentation, ask questions, be directly involved. “That’s not affordable!”, you think? Yes, it is: our web-based solutions make it possible with manageable effort!

Concept, storyboard and text are just as much a part of the B2B agency’s tasks as the studio design or the location search, the model selection, the coordination of the decoration on location, the stylist and make-up artist – in other words, the complete organization of a shoot.

Sifting and selection of raw material, multimedia animations, rough editing, fine editing, video post-production as well as multilingual dubbing of videos are as much part of the portfolio of the branding agency as the preparation of video data for various media formats. Everything in the sense of the brand and the visual language, according to the defined video branding and audio branding.

2D and 3D animations

Today, it is impossible to imagine technical documentation and explanatory videos, trade fair and sales demos, and web applications without technical diagrams in any form. Even in print, the mere line drawing is usually no longer sufficient. What data is available in the technology? What can be done there for 2D and 3D applications with what effort and what visual end result?

Virtual stage solutions create simple opportunities to show prototypes in a real environment at an early stage. And some 3D applications replace costly shootings and shoots on location or outdoors. The animation team at the agency gets along well with the usual 3D data from CAD programs. By preparing the data accordingly and integrating the objects into the client’s visual language, new, diverse and flexible solutions for the presentation of products are created.

Special: Executive Video.

You can increase the value of your brand with executive videos. Executive videos and executive interviews are an important part of branding. Company directors and managing directors have a lasting positive influence on the company’s reputation. This leads to greater loyalty among customers and employees – which in turn leads to greater success and profit for the company and brand. The agency’s services:

  • Authentic training before and during the shoot by an experienced moderator and trainer
  • Training, preparation and production in German and/or English
  • Including post-production, editing, sound and effects
  • Content preparation of the executive video/executive interview with a focus on branding

Why are executive videos important for branding?

The daily work routine often makes it difficult for managers to get into direct contact with customers, employees and investors. Video messages can compensate for this somewhat. People believe people more than beautiful (homepage) texts. The question for us as a branding agency is therefore: Why do we still see so few personal video messages from management on the Internet? We don’t mean image films with happy smiling people, but concrete and direct video messages as executive interviews from the company representatives.

Executive videos – a small step for the executive, a big one for the brand.

The trend toward more meaning in communication is strong – especially in B2B markets. The impact of top executives is effective and emotionalizing for brand building. This can have a lasting impact on the image. Neither technology nor cost are limiting factors today – only executives often turn defensive as soon as they hear the word “camera” or “video”. Executives may be strong, eloquent and convincing in meetings or one-on-one conversations – but they have little experience with cameras, just like any other human being. That’s why they have a certain inner shyness and tend to appear unnatural, less authentic and insecure to stiff in video – and of course, that’s definitely not how they want to be seen.

As a B2B branding agency, we specialize in branding and the communication of brand messages. We are aware of the importance of top executives as brand ambassadors. With our “Executive Video” service offering, we have the solution for this task. We help executives dissolve their inner personal defenses against cameras in order to appear in front of the camera the way they want to. With a small, two-person team and technology reduced to the bare minimum, we avoid disruptive factors on the set. We make managers fit so that they come across authentically, convincingly, competently, sympathetically and authoritatively in the executive video.

Image, video and animation – consistent but flexible

Despite cultural adaptation, it is crucial to maintain a certain uniformity in visual and auditory appearance. This strengthens brand recognition and consistency. At the same time, the diversity of communication channels requires flexibility in the use of images, videos and animations. From product photos to livestreams, from animation to background music, the range of these media makes it possible to convey the brand message in different contexts.

Overall, images, videos and audio are not only visually and aurally appealing, but they play a key role in establishing and reinforcing the brand identity of B2B companies. They tell stories, create emotions, and enable the brand to establish a universal yet adaptable presence in international markets. By combining visual and auditory stimuli, they appeal to human perception in a way that creates deep connections and leaves a lasting impression.

Images, videos, animations and audio shape the soul of a B2B brand while speaking a global language.

Excursus: Audio – Speaker and Music

The voice must match the topic. And from a brand perspective, videos from a company should ideally have the same voiceover for certain applications. This creates trust and loyalty, especially in the area of explanatory videos and documentaries, which users usually watch several in a row. The better the voice matches the company, the brand and the topic presented, the more this audiovisual level contributes to the B2B brand and underlines the visual language. The same applies to translator voices. Even in English, Spanish or Chinese, the voice – as well as the pace and melody of speech – must match the brand.

What applies to the voice also applies to the music. Having a style is helpful. A brand is a personality – just like a person. Everyone has their preferred style, their favorite music. This can also be reflected in the brand personality. This is not to say that everything sounds the same. But you can recognize the preferred style – by volume, tempo, rhythm and modulation. Jazz, rock, pop, Latin, classical – every genre has many variations to offer. The important thing is to find your own style. And if there is absolutely nothing suitable in the music archives for the jingle for the constant logo clip for films, then we compose and set to music in-house: in the INCREON Studios.


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