Establishing a brand image is one of the most important factors in the success of any business. Customers and clients feel more comfortable with established brands and will happily pay premium prices for them.

But have you ever thought what goes into creating a brand image?

In this article, we’ll take a closer look at brands in general and how animated brand videos can help improve both your brand and business.

A brand is more than just a name

A brand is all about the feeling associated with a product or service. It is much more than just a name. There are a number of things that go into making a brand, such as:

  • A concept of the brand on which the whole ideology is based. This needs to be something that is inspired by and based on something that matters.
  • A brand name that is well thought of and often consistent with the products/services offered by the brand.
  • A brand logo that is more than just an image or some letters. The logos of all successful brands have a purpose and background.
  • All of the above and everything else related to the brand must be true to its essence and identity.

Why is it important to establish a brand image?

You can certainly offer products and services under a private label. However, having an established and recognizable brand can make a huge difference for your business. If you need objective reasons for building a brand, here are a few:

  • Established brands can charge more for the same thing. Take Apple, for example. What makes iPhones and Macs cost so much? It is the value associated with the brand name of Apple.
  • People tend to trust established brands more. Why do people pay 20% more for a Lexus that is based on the same platform as a Toyota? Because Lexus is established as a luxury brand, a status symbol.
  • The biggest benefit an established brand name is that it can foster customer loyalty. Why does your friend always smoke Marlboro? That’s brand loyalty.
  • Market recognition is another benefit of having an established brand. Brands are distinguished from private labels. This gives you a spot in the market and a place in the minds of your prospects…which no one can steal.
  • If you are making an innovation in your field, a brand can help keep others from copying your ideas.

Different ways to build your brand image

Having an established brand image is great but how do you create one? Well, it might seem to be a difficult task, but it is simpler than you might think. You can develop a brand image easily if you are committed and disciplined. Factors that go into making a brand image include:

  • A story that backs up your brand. People do not follow brands blindly. You need to base your brand on a story.
  • Targeting your marketing efforts to your core audience. Not everyone will be interested in your brand. Try to focus on the group of people who matter the most for your brand.
  • Develop a logo, a name, and a tagline that are all coherent. These also need to be in line with your brand’s philosophy/story.
  • Most important of all, you need to deliver what you promise. Maintain the quality standards you guarantee to your customers and always look to maintain a relationship built on trust.

Animated brand videos: a great tool for creating and strengthening your brand image

Now, let’s expand on how animated brand videos can help you build a better brand and business. We’ll start by defining what an animated brand video is.

What are animated brand videos?

An animated brand video is a video that brings to life your brand’s story, name and logo. It typically showcases the following:

  • The name of the brand in the font and style as it appears on your products.
  • The tagline of your brand. It can also be read out sometimes in a voice over.
  • The logo of your brand. This is typically shown being built up from its components.
How can animated brand videos help create your brand image?

It is always better to show something instead of simply talking about it. This can be done quickly and efficiently through video. Animated brand videos convey more than any sales pitch or presentation can do on its own. Animated videos are great for establishing a brand image because:

  • They can be used over a range of different media.
  • They can convey everything that’s relevant about your brand. Salespeople and presenters can accidentally skip things, but animated videos can’t.
  • People tend to pay more attention to videos vs. just written text. This makes animated brand videos an excellent tool for getting your point across to your target audience.
  • Contrary to popular belief, animated brand videos can be highly affordable. You do not need to hire models, directors, and writers. All you need is an animated video production company and they do everything in-house.
Strengthening your brand image

Animated brand videos are not only good for establishing a brand but also for strengthening the one you already have. This is all about conveying the right message to your target audience in the right way. If you have an established brand and want to expand its sphere of influence, animated brand videos can help. Here’s how:

  • You can increase the reach of your brand to new markets and customers.
  • You can tell the audience what sets you apart from your competitors.
  • As you add new features and services to your brand, you can keep your customers/ clients informed.
  • You can keep your brand image fresh and relevant.
  • If you want to expand to new markets, you can incorporate the values of the target into to your marketing efforts.

How do you create animated brand videos?

Making animated brand videos can be done as a DIY project or you can hire professional services. Let’s take a look at the pros and cons of each approach.

Making animated brands videos on your own

You can always make your own brand video by either using in-house resources or with an animated video maker software. The DIY approach has the following pros and cons:

Pros

  • It’s free or relatively inexpensive.
  • You understand your brand more than anyone which means you can convey exactly what you want.
  • You do not have to risk sharing any brand or corporate secrets with anyone.
  • You can edit or change the video whenever you want.

Cons

  • The video quality might not be as good as those created by professionals.
  • Making animated brand videos is a time-consuming job.
  • You need to buy and/or learn specialized software resources to make animated videos.
  • You might need to hire an in-house expert to help create or edit your animated brand video.
Hiring a professional animated video company

If you decide to hire a professional company to produce your animated brand videos, here are some pros and cons to consider.

Pros

  • The video created by professionals is likely to be of higher quality.
  • Professionals know the techniques for making videos effective.
  • Professionals bring a lot of experience to the table, from scripting to concepting to final production.
  • You do not have to bother with the technical sides of the process.

Cons

  • Professionals charge for their services.
  • You have to go back to them to for any editing you might need.
  • You might need to trust them with proprietary information (NDA’s can certainly help with this).

Conclusion

Creating and building brand recognition is one of the key steps towards building a successful business.

Establishing a brand requires you to direct your marketing efforts towards your target audience. Animated brand videos are one of the most effective ways to do this. You can effectively use these videos to tell your brand story and shape your brand message.

Making animated brand videos on your own is possible but there are certain pitfalls, as we’ve discussed.  For many businesses, hiring a professional company is a better, more effective way to go.  A professional company can leverage their experience to create videos that stand out and effectively deliver your brand’s message. The investment you make producing a professional animated brand video will likely give you a strong ROI.

If you need help strengthening your brand image through video, contact us. At Gisteo, we create animated brand videos in diverse styles to help engage and convert your prospects into long-term customers.

Stephen Conley

Stephen Conley

Stephen is Gisteo's Founder & Creative Director. After a long career in advertising (a way more dysfunctional industry than even Mad Men portrays), Stephen launched Gisteo in 2011 and the rest is history. He has an MBA in International Business from Thunderbird and a B.A. in Psychology from the University of Colorado at Boulder, where he did indeed inhale, albeit in moderation.

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