There are many elements that make up a successful brand. Whether developing a clearly defined mission statement or an exceptional logo, digital marketers need to be acutely aware of modern trends, technologies, and what will appeal to our target audiences.
There are many elements that make up a successful brand. Whether developing a clearly defined mission statement or an exceptional logo, digital marketers need to be acutely aware of modern trends, technologies, and what will appeal to our target audiences.
Digital media is rapidly moving in the direction of video and animation, and away from more traditional resources such as text and static imagery. With their abundance of advantages, it isn’t hard to see why. A simplified exchange of information, enhanced storytelling and increased engagement are powerful incentives for brands to move towards this increasingly popular medium.
Using animation to tell your brand story
Storytelling is arguably the most powerful weapon in your branding arsenal. It enables you to build a rapport, and gets people invested in products and ideals. Giving your brand a relatable story can build trust with your audience, helping them to form an emotional connection that develops into brand loyalty.
But storytelling in branding is nothing new, so where does animation come in? The ability to show movement, multiple images and even complete scenes makes it easier to show your brand story in an instantaneous way that text and static images simply can’t convey.
Let’s look at this in more detail.
Animation vs text and static images
Stories are easier to tell through video media than through other methods. A short, animated video can stir powerful emotions and convey complex messages that transcend language barriers.
Copywriting, while a powerfully creative medium in its own right (Of course I would say that), can struggle to grab the attention of the casual scroller. In contrast, static imagery might draw focus but struggle to convey a complex message.
Animation vs live-action video
Of course, these arguments also open the door to live-action media. Although capable of being a strong format for a digital marketer, animation offers limitless possibilities that aren’t bound by the physical capabilities of videographers and human actors. Your stories can live in an infinite dimension limited only by your own imagination.
In addition, live-action video is only applicable in certain scenarios, and can be extremely costly. Animation can be used to create dynamic logos and interesting, concise visuals, with an affordability that lends itself to more casual use.
See the masters of storytelling through animation
Done effectively, storytelling through animation can be used effectively over a range of mediums.
Charity Water Aid recently launched a TV ad campaign that showcases the power of animation. Moving away from the powerful but potentially oversaturated imagery of water-stricken communities that define the brand, the ad tells the story of a small girl who wishes to provide her community with water and goes to great, otherworldly lengths to achieve her goals.
This ad is eye-catching, empowering and emotional, superbly demonstrating the plight of these unfortunate communities in a completely new and unique way.
How animation solves the attention-span problem
In an age where audiences are bombarded with ads and attention is an increasingly precious commodity, a rapid but effective exchange of information is essential. We have mere seconds – or even milliseconds – to make that initial connection. Our offering must be bold to capture that attention, and it must quickly prove its value to retain it.
Conveying information through text or static imagery is likely to be far more mentally taxing for the viewer than video or animation. Naturally, this means that these formats will struggle to retain their focus.
Let’s take the example of an animated logo. Having a static logo can undoubtedly be effective if done well, but adding animation opens so many other doors that were previously inaccessible.
For example, this piece from Google succeeds in rolling a selection of their iconic, erm, icons, into one neat package. This ensures maximum brand impact, as these separate elements become instantly connected, forming strong associations between the brand’s various offerings.
Alternatively, this piece from WWF brings their famous panda logo to life. This instantly makes the image more powerful, showing movement and vitality that emphasises the living animals at the heart of the cause. The panda isn’t just a symbol of their work, it is their work.
Incorporate animation into your branding today
With video and animation gaining increasing momentum as a format of choice over a wide variety of mediums, there’s no better time to start integrating it into your branding toolkit.
DWH can help you begin to expand your branding library, helping you to harness this valuable digital marketing resource.
Contact us today and we’ll be happy to talk to you about any of your branding needs.
Claire Baldwin
Claire has over 10 years' copywriting experience across a range of print and digital media, working with a variety of styles, formats and tones of voice. She has written as part of an in-house team client side, as well as at marketing agencies based in the East Midlands. Claire's services include copywriting, copy editing, content creation and proofreading.