Brand Identity is the crucial part of any business,
maintaining with strong authoritative brand is important to stay in competition
in an online marketplace dominated by large brands.
The best ways that brands can compete is by
inspiring loyalty among their most ardent customers.
This principle can be applied to almost every
aspect of your marketing research. Consider that keeping an existing customer
is 5x more cost-effective than acquiring a new one.
The first step to inspiring brand loyalty is to
establish a brand identity and maintain consistency.
Having a strong brand identity leads to brand
stickiness, which offers some residual marketing benefits in and of itself.
Brand stickiness can lead to increased media coverage, word-of-mouth advertising, and greater customer loyalty.
One of the best ways to create and maintain your
brand identity is through the use of animated marketing videos. Most online
users demand videos in their day-to-day consumption and animation offers brands
the ability to be creative without burning a hole in their pocket.
Whether you choose to outsource your animated video production or host it
in-house, here are some principles to keep in mind when creating your brand
identity with an animated marketing video.
Apply Your Brand Aesthetic
Animation offers attractive and familiar aesthetics
that users and customers can identify with. When creating an animated video,
it’s important to brand your videos, much like you would an info graphic,
photo, or written piece of content on your site.
Remember to incorporate these brand essentials into your animated video
to maintain consistency:
Company logo
Color scheme
Typography
In addition, you can incorporate your own personal
touches into an animated video using motion graphics and your own
personal photography. If you use illustrations, like we do, for any of your web
pages then you can even incorporate your own team’s characters into a video!
The key here is to maintain consistency by
leveraging the existing elements of your brand and applying them to the
animation medium. This way customers can become more familiar with your brand,
making it more memorable.
Animate Your Audience
The key to creating a successful brand is to define
and understand your audience well.
In order to understand your audience better, you’ll
need to create a buyer persona or customer avatar.
Your customer persona could include well-defined
boundaries or characteristics that you discover through audience research,
using tools such as Facebook and Google Ads. Your brand could be far more relevant
to your audience, if you could also define how your ideal customers think, what
they like to do, what they like to buy and any other psychographic information.
You would tailor all your marketing communication to the persona/s you create.
You can also leverage demographic information to
help target your ideal customers.
Demographics (Physical and Economic Characteristics)
Age
Race
Gender
Income level
Geographic region
Family size
For example, think about whether your target market
is primarily male or female and how old they might be. Create a character of
that persona! When people are able to identify with characters in your story,
they will connect with your brands and products, helping build brand affinity.
Tell Your Brand Story
In today’s world, customers demand stories from
advertisers and marketers alike. What better story do you have to tell, then
the one about your brand?
Animated videos are fun and engaging and serve as the
perfect medium to communicate valuable company news or milestones. These videos
are also a great option if your business leaders prefer not to be on camera but
still want to stay authentic to the brand.
Find the Right Medium to Represent Your Brand
Finally, it’s important to find the right medium
for your story. If you choose to invest in an animated marketing video, then
you need to decide what video format best suits your needs. Options for
animated marketing videos include:
Explainer videos
Whiteboard animation
How-to videos
Product demos
Choose the medium that best represents your brand
and the story you want to tell. Don’t forget to include the elements we listed
above to maintain brand consistency and stickiness. For an animation company
that will properly represent your brand and deliver high-quality videos
that engage and educate customers, contact Visual Connections today!
