An animation is a form of creative technology increasingly being used by businesses to increase their brand awareness and boost audience engagement levels.
There are various animation styles, including explainer, whiteboard, 2D, 3D, stop motion, motion graphics, and so forth. They can be used for multiple purposes, such as promoting products and services, improving internal communications, and reinforcing the brand ethos.
What’s in Common between Animation and Branding?
According to Seth Godin, branding is, in essence, “the set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter, or a donor) doesn’t pay a premium, make a selection, or spread the word, then no brand value exists for that consumer.”
Suppose branding is all about making the consumer talk about your business or a particular product/service belonging to your business. In that case, your mission here is quite clear: you have to make your consumers talk about your business.
Branding is about spreading the word about your business as far and as wide as possible. This could be through any of the following:
- Customer reviews on e-commerce websites;
- Discussions on social media platforms;
- Video testimonials on YouTube;
- Video conferences (such as Google’s recent launch of hangouts on air for businesses).
So, What about the Reasons?
You might not believe it, but it is much cheaper to create an animated ad vs. creating a live production. On top of that, if you want your brand to be remembered by viewers, it’s probably a good idea to have a well-known face to represent your product. Of course, adding up the expenses will be enormous. Hiring a celebrity will be very expensive, let alone the salaries for the filming crew. On top of those expenses, if you have other characters in the ad, that will cost, and then, of course, airing your ad. You can save some money by creating your personality online.
It Saves Time
It takes a good deal of time filming an ad. Shooting will take a few days; post-production will take time and people will take care of the editing and, if applicable, voice-overs. Instead of running yourself ragged, you can decide what your animated character will say and what emotions will be attached to the dialog.
It Encourages You to Dream Big
You have no limitations when it comes to creating an advertisement. If you want your character to grow twenty arms after taking a sip of your energy drink, you will be able to do that. Whatever vision you have in mind, it can be brought to life through animation. That is the beauty of the creative tools we have today.
It Reinforces Your Brand Character
The character you are creating in your animation film or ad will be the face of your brand. This character will become recognizable, and people will link it with your brand. You don’t have to worry about that actor or actress not being available for your next video advertisement. Your character creation will be available for you to use until the end of time.
It Opens New Boundaries
Can’t find suitable visual materials to shoot your advertisement? This will not be a problem with an animated ad. You can recreate any popular place or set with technology. Your character can even realistically travel the world.
Several Effective Ways of Using Animation in Branding
So, how could animation help strengthen your branding in ways other than the more conventional, the more common utilization of explainer videos? Well, there are several possibilities.
When movement is added to static data, facts, and figures, these are referred to as animated infographics. Businesses are using animated infographics in increasing frequency, especially for sales presentations and highlighting research and development work findings.
The use of animated infographics is catching on because they can make it considerably more accessible for the audience to understand and remember the information that is being presented.
When a logo is made to appear as if it was in motion, it becomes an animated logo. Adding an animated logo to your branding could make a world of difference to your digital marketing collateral, such as websites, e-libraries, online brochures, etc.
Animated logos are also great for impressing viewers in videos used for branding and educational purposes and livening web pages and business presentations.
Animated Banner Ads
If you would like to improve your online adverts’ effectiveness, you could consider making your banner advertisements animated.
The beauty of animated banner adverts is that they can convey more than one message simultaneously, similar to the way animated greeting cards work.
Animated YouTube Ads
If you are a YouTube user, you will be aware of the adverts that appear before a video starts to play. Animation is being used in many of these adverts as it is an excellent tool for producing videos that need to generate a high impact in a short space of time.
This is especially true for products that would be difficult to explain using more traditional live filming, such as apps and software platforms.
A lot of companies use celebrities or promotional material for their video ads. If you want a star, choose because if their popularity has dropped, it could affect the success of your video. As a business owner, your goal is to create a timeless advertisement and reach out to viewers for years to come. Timing is everything; if you chose a young child for your ad, but by the time you brought everything together, the child was older, you will have to start all over again in the casting—this where animation could take a front seat. With energy, you can choose if the child in your ad is older or younger by simply adjusting it.
If you think about it, choosing animation for your company’s branding might be the best option. A lot will depend on what you are trying to convey and what you are trying to sell. If you choose to create an animated character to speak for your brand, your character will become timeless, and people will link this character to your product.
For example, the character created for AlkaSeltzer “Speedy” was built in 1951 and has been going strong ever since.
The best part of choosing an animated character, you will have a great time creating it. So, what are you waiting for? Get To It!
An animation is an excellent form of creative technology. You can use it repeatedly in different ads while continually improving your brand recognition and engaging viewers much better than through an explainer video. See examples of animation branding at portfolios of the best brand consulting firms.
Today, video marketing is growing in leaps and bounds; therefore, it might be time to consider bringing in animation for your branding strategy in marketing. Spirit can give you years of entertainment for viewers while presenting a character that will continually be related to your product. All of this will be at a much lower cost than hiring celebrities, hoping their popularity does not slide or the children that will inevitably grow up.