How To Use Animation In Your Branding Strategy
Marketing is mostly an art. If there’s no colour or animation in your branding, a better campaign will quickly brush it under the rug. They say a picture is worth a thousand words, and the century-old adage stands true even today. But, these pictures aren’t snapped from a Polaroid camera. They are the results of one of the most innovative and tech-savvy animation tools that we know today.
We are living in an incredible age where technology is re-defining everything around us. Gone are the days where marketers could coax their audience with a bit of colour and a catchy jingle on the TV. Now, you have to work exceptionally hard to convince your customers that your brand is what they truly need.
Animation allows you to visualize your marketing campaign in a kaleidoscopic vision. It helps you get rid of the lacklustre elements that are keeping consumers from giving your brand a chance. Using visually engaging and moving characters to captivate your audience is a proven marketing strategy.
If you’ve decided to invest in this strategy, then here are 10 insightful tips to help you successfully incorporate animation into your marketing arsenal.
1. Defining the Purpose of Your Animation
Start by asking yourself this: what purpose will my animation serve? Will it be creating a “buyer’s persona” that identifies with my target audience? Will it be demonstrating a new product or service? Is it meant to help people recall my brand or inform my audience about a critical message?
Your branding strategy comprises a host of different aspects. And, it’s important to pen down your intentions behind the branding. Once you’re clear on the purpose, you can move onto setting up a script, animation styles, and a call to action in your strategy.
2. Studying Your Audience
Before you kick-start your animation, you need to chalk-out who your audience is. In most cases, you will have a specifically defined niche that you’re targeting. Is your audience online or television-based? What are their ages, income levels, and past times? When you have a clearly defined audience, your animation will automatically be built to appease them.
3. Drafting a Script
Your script is the essence of your entire animation strategy. It carries the most fundamental messages you want to tell your audience. A great script is defined by clarity, consistency, creativity, and most importantly, a clear-cut message. Your script should be concise and should hit the nail on the head.
For this reason, a good rule to follow is to make your script as coherent as possible. Identify a beginning where you introduce an idea or a problem that your customer might be facing, followed by a middle that slowly builds to a climax. Here you can amplify the problem and discuss possible solutions.
Lastly, offer your customers a solution, which in most cases is your brand. Your script should be able to delineate why your company is the right solution for them.
4. Choosing an Animation Style
Now that you have the essentials in place, let’s move on to the technical bit – choosing an animation style. Will it be 2D or 3D? Will you be using a whiteboard video or an explainer? More specifically, is it an avatar/cartoon, whiteboard animation, or stop-motion?
While 2D animation is the safest to play around with, if you want hints of realism in your branding, then 3D is a good option. However, if you’re looking for a creative, time-saving, and affordable option, then 2D animation studios in London are your best bet.
5. Calculating the Animation Budget
Ideally, the animation is just one part of your marketing strategy, so spending an entire budget on it isn’t a wise move. However, it’s important to invest in high-quality graphics, audio-visual quality, and state-of-the-art animation equipment.
If you want impactful yet cost-saving animation, stick to 2D. Hiring an animation studio that specializes in both digital and print media and is known for their creative acumen will help you manage costs efficiently.
6. Choosing the Colours and Background Music of Your Brand
Your background music should clearly define the mood and intention without taking away from the animation itself. Your brand colours include the characters and background. Their appearance should enable your audience to instantly link it to your brand and relate it to your company. The colours you choose should help your audience identify your brand.
Treatwell a UK-based Spa and Salon— often uses a 3-colour palette for a bold and memorable look. The limited colours eliminate distraction from the copy while using colourful, looped clips, and interactive GIFs in their e-mail marketing.
7. Using Humour and Wit
Animations are designed to be witty and humorous. Make sure to add elements like a funny skit, a comical scenario, or a sarcastic and witty character that your customers can relate to. This can add that oomph factor to your branding and increase your leads. You can also add voice-over narration to explain your product/service in greater detail.
8. Compelling CTA
Your animation needs to have a climax or a persuasive call-to-action. It is what your entire campaign boils down to. Things like “subscribe to our channel, hire us, buy our products, or download our app” comprise strong verbs that your audience will subconsciously adhere to.
Place the CTAs clearly in the video so that your audience knows what specific actions to take.
9. Figuring Out a Promotion Strategy
Once you have the animation ready, you need to promote it on particular channels. If it’s meant for an online audience, you need to upload it on the trending online video streaming channels like You-tube or Vimeo. If it’s meant for a corporate audience, you need to promote your animation on platforms like LinkedIn, Udemy, or even Google.
10. Timely Planning the Events
You need to lay out a schedule that effectively incorporates researching, scripting, production, and editing in the plan. Even a short 80-second animation can take up to weeks to develop. Therefore, it’s important to liaise with your brand design agency and stay on track with the progress.
Successful branding doesn’t need a magical formula. All it needs is a smart and creative advertising agency to put life into your ideas. Using animation for your branding is one of the most innovative and creative methods to captivate your audience. It’s time to invest in the right places!