"Branding" is a good word. I had neglected to comment that most videos I watch seem to have an opening and closing. Jingle, graphics, whatever. Watch those links and play around with the branding idea. And at all times make sure you have a good mic to use. Audio is essential. One remedy is, if you are to be away from the camera (say in the martial arts video), just do some sort of narration overdub instead of talking to us from whatever distance that was.
"For me, it is far better to grasp the Universe as it really is than to persist in delusion, however satisfying and reassuring." - Carl Sagan
