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Global firms have a communication challenge: how can a brand consistently and meaningfully connect with international markets while maintaining its integrity?
High-quality, on-brand video supports this by helping organizations deliver impactful and real-time messaging — amplifying their presence across borders, particularly in international markets. Here’s why leading global companies are quickly adopting this approach for their global reach:
To build and maintain loyalty, successful global brands balance uniform messaging while adapting to local market needs. Video content makes this easier to achieve by allowing on-brand yet customizable messaging across diverse markets. Modern video production technology allows smaller teams or offices, not just headquarters, to participate in producing content that aligns with your company’s standards.
The effects are long-term: consistency fosters customer loyalty. It helps your business stand out, and high-quality video content makes your brand recognizable and memorable, strengthening connections with your audiences. Because video is dynamic — combining motion, sound, and storytelling — worldwide audiences can build a deeper emotional connection.
Even when your brand is consistent, a new challenge abounds: standing out from the crowd. As generative AI content floods the market, anyone can easily create mediocre content. In the era of misinformation and deep fakes (one estimate claims that video deep fakes have recently tripled), this creates risks and opportunities for firms. Firms must focus on distinguishing themselves with credible content, like high-quality videos.
This is especially important when communicating sensitive topics like company performance, Environmental, Social, and Governance (ESG) progress, or supply chain issues — where public perception and trust are crucial. Timely responses in the form of live videos can expertly address misinformation or rumors, providing a strong tool for public relations and brand protection.
Advances in technology make differentiation achievable. Ross Video’s XPression Studio, used globally and available in multiple languages, has become a go-to tool for designers, including those just starting in creative design and animation development. The platform’s user-friendly interface, logical menus, and familiar controls — based on other widely deployed creation tools — make it easy to learn and use, even for beginners. XPression is also highly flexible, supporting SD, HD in SDI or IP, and UHD 4/K in Quad-Link or 12G Single-Link SDI. XPression software is resolution-independent and output card-agnostic.
Adopting these tools gives you an edge in external content production and strengthens internal team alignment.
"We're at an exciting time where companies without video experience can create high-quality content using these tools. It's raising the bar for corporate content, and we're excited to see how it’s changing the game for businesses." - Kevin Dresser, Business Development Manager, XPression
When internal communication matches the high standards of external content, it reinforces your brand’s messaging throughout every interaction. This is especially important when coordinating among key team members in marketing, communications, and leadership to create and execute successful campaigns.
However, in practice, alignment can be challenging. Only 14% of employees feel aligned with business goals. Concerningly, 49% of leaders wrongly believe their teams are aligned. High-quality video can help bridge this gap, delivering clear, engaging messages that align everyone with the company’s goals, fostering operational success and integrity.
High-quality video is crucial for global firms seeking success. Ross Video’s solutions are easy to implement, with intuitive user experiences that make high-quality video production accessible to all teams. Using these tools, your brand can stand out in a crowded market, deliver consistent, on-brand messaging, and benefit from internal collaboration.
Ready to elevate your corporate video content? Contact Ross Video’s production experts here
Everything You Need to Connect With Your Audience Every day, Ross powers live productions for billions of viewers. With the industry’s widest range of high-impact, high-efficiency solutions and services, Ross helps all manner of organizations create and share compelling content, from leading broadcasters to houses of worship, stadiums, corporations, education and governments. With approximately 1300 team members around the world and manufacturing facilities in Ontario and Austria and the most reliable service in the industry, we are here to turn your ideas, plans and strategies into reality.
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