Every brand wants to stand out, resonate with their audience, and be remembered. The question is, if every brand is trying to do the same, how can you gain the edge? Animated brand stories are a powerful marketing tool because they help marketers cut through the noise. And they leave a lasting impact.
To make this a reality, there are three things you’ll want to do really well:
1. Make your brand story highly relatable to your audience (what piques their interest?).
2. Be clear on the meaning of your message for your audience (why should they care?).
3. Create a well-crafted story that your audience engages with (why should they share?).
Do all of these right, and you’ll create a potent and memorable brand identity. Let’s explore how to make the most of animated brand stories in your video marketing strategy.
Also, be sure to check out some compelling statistics on why animated video is so powerful.
The best animated brand stories get right to the root of what a brand is all about. They speak to the viewer as if they were the only one watching. With the right narrative, visuals, and animation, they can evoke emotions and connect with viewers on a deeper level. They personify your brand, making you more relatable and memorable. Essentially, they are a very smart strategic tool for digital branding.
Moreover, animated brand stories can be highly shareable. If your viewer relates to your message, it’s because it says something about them; about their values, and how they see the world. Sharing your video signals to their connections something positive about them.
Like explainer videos, brand stories are also very versatile. They work fantastically on your website, as a LinkedIn post, and as part of an email marketing campaign.
Animation can showcase your brand’s personality in a way that static images or text find hard to match. A good story alone can captivate an audience. When combined with well-thought-out visuals and slick motion, it takes storytelling to a whole new level.
A good brand story can draw viewers in and make them feel like they know what your brand stands for. They can also be highly effective in fostering trust. But to get the most impact, you’ll want to be crystal clear on who your audience is and what makes them tick. How can you relate to your audience if you don’t understand how they see the world?
You can read up more on how to boost engagement using animated video here.
Some of the most shared animated brand stories connect with their audiences on an emotional level. They are highly engaging because they speak to the hearts and minds of their viewers. If your audience knows what you’re all about, and they relate to that message, they are more likely to care about your brand. Creating an emotional connection taps into the core of how we make decisions.
What did your brand set out to change in the world? Why does this matter? How is your ideal customer at the centre of this story? How will it change their world?
Let’s recap. To create an engaging animated brand story, understand your audience, brand, and how you relate to your viewer. How do we put it all together? Here are some best practices to guide you:
Keep Your Story Simple: Tease out the core message that gets to the root of what you’re all about. What you stand for.
Be Clear on Your Brand Personality: If your brand was a person, what would they be like? How would they talk? How would they act in the world? This stage is crucial as it guides all parts of the creative process, from the script’s tone to the visual design.
This is how some familiar brands might describe themselves:
Nike: An energetic, competitive athlete who is always striving for excellence. They inspire others to push their limits and believe in the power of perseverance.
Apple: A sophisticated, innovative designer who values simplicity and elegance. They are always ahead of the curve, creating sleek, user-friendly products that everyone loves.
Coca-Cola: The friendly, outgoing person who is always the life of the party. They bring people together and create joyful, memorable experiences.
Tesla: A visionary entrepreneur who is passionate about technology and sustainability. They are constantly pushing boundaries to create a better future.
Determine the Moral of the Story: What’s the takeaway message? If the audience only remembered one thing, what would it be?
Here are a few more tips to consider:
Remember, always keep your audience at the heart of your storytelling.
The beautiful thing about brand stories is how you can use them to maximise ROI. We’ve already talked about how effective they can be on LinkedIn. But also consider how you can use elements of the video too.
For example, using visual aspects in marketing campaigns or by creating short, looping animations. These are wonderful engagement tools.
Remember to tailor your animated brand story to fit the platform you’re using. This will ensure you maximise engagement and adhere to the platform’s content guidelines.
Once you’ve created and shared your animated brand stories, it’s crucial to measure their success. You can track metrics like views, shares, likes, comments, and the average watch time. These metrics provide insights into how your audience is engaging with your content.
Also, consider tracking conversion-related metrics. These could include click-through rates, leads generated, or sales made. This will help you understand the direct impact of your animated brand stories on your business goals.
And last, but not least, qualitative feedback can be just as powerful as cold hard facts. So ask your audience what they make of it. How did it make them feel? How well did they connect with your brand?
We think you’ll agree that animated brand stories are a powerful tool for digital branding. They offer a unique way to connect with your audience and build a memorable brand identity that’s hard to match. As part of your content strategy, integrating animated brand stories into your video marketing can significantly enhance audience engagement and brand loyalty.
And if you want some further reading, here's an article we wrote on the power of brand stories.
