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Learn how companies like Google built trust with animated brand videos!

Nov 11, 2021 1:31:52 AM

There’s no question that our world is dominated by video. And it’s easy to see why: videos are engaging, entertaining, and immediate.

Adding more freedom and flexibility to this powerful format, are animated videos. With animation, you’re only limited by your imagination. Not surprisingly, there is a myriad of different kinds and styles-- including brand videos.

So what are animated brand videos, exactly?

To start with, what they are NOT, are adverts. A brand video isn’t about selling a product or service, so much as it is humanizing the brand itself, its personality, and culture. It’s all about telling the brand’s story to the public, usually without a call-to-action or sales pitch at the end. 

There’s a myriad of types and styles, tailored to suit every brand, need, audience and budget. We did a pretty comprehensive blog post about it, too. Read more here.

Brand videos make a powerful and lasting impact. And that’s why just about every brand out there, from humble startups to Fortune 500 behemoths, are launching animated brand videos to announce themselves to the world.

Not sure how to take the plunge yourself? Don’t sweat it, we’re here to help! Here are some of our favorite brand videos that could inspire your next video.

Our top brand videos examples

10. TOMS

 

If there’s a perfect example of what brand videos are all about, this would be it. The viewer is treated to a heartwarming, engaging story that unfolds like an adventure. And that story is simply about the vision and foundation of the company but told in a way that brings the brand to life, giving us a sense of its personality and humanity.

And that’s what brand story videos are really all about.

9. LYFT

Another fantastic example is by LYFT. Visually dazzling and slick, the cartoon animation style cleverly incorporates the brand’s colors into the art and takes us on a ride, telling us the story behind the ride-sharing app. 

Notice how the story focuses only on people: the passengers, the drivers, and the entrepreneurs behind the app. It’s not about vehicles being widely available, or about sustainability, or convenience. This brings us back to a key factor in brand videos: it’s about humanizing the brand, expressing your company’s identity and personality.

8. Qualcomm

Sometimes, your offering can appear deceptively simple on the surface, but staggeringly complex under the hood. This means that explaining why your offering is so good, can be quite a challenge.

This is where animation really shines. In this brand explainer video by Buck, Qualcomm cleverly breaks down and explains the benefits of low latency in 5G. The video does so in a light-hearted and simple way, such that nearly anyone can understand it easily. This is a great example of how animation can be used in educational videos to easily explain complex concepts-- all without boring or overwhelming the viewer with too much information.

7. VMWare

Here’s another example of how a brand video tells a story, rather than trying to sell a product. This educational video for VMWare takes the viewer on a fascinating journey as it explains how cloud apps evolved differently in the third world. This is a fantastic example of a brand explainer video, going in-depth into a topic you wouldn’t think of as so interesting, and yet it easily holds your attention through to the end.

6. Google for Work

A key function of brand videos is effective and engaging internal communication. Sometimes, a company needs to reach out to its own employees to encourage and empower them with a reminder of what their brand is all about.

This amazing brand promotion video by Google reminds employees everywhere not to miss the forest for the trees. The infographic animation art style is minimal but clever, avoiding cliches and keeping it fresh and vibrant all the way through to the end.

5. Original Penguin

A fantastic example of a brand story video. This is what we mean when we talk about how brands have stories to tell. Notice how, from the start, you were sucked into this story and kept watching, wondering where it was going. It was amusing, lighthearted, and fascinating. This is a great example of a brand introduction video.

Every company and brand has a story to tell. And best of all, they’re all unique and interesting and different. 

What’s your brand’s story? Have you shared it with the world yet?

4. Google Quantum

Here, Google knocks it out of the ball park yet again with another amazing educational video about quantum computing-- a buzzworthy trending topic that just about nobody seems to really understand, let alone explain properly. 

Yet this amazing brand video does just that. And once again, you’ll notice that the video doesn’t brag about Google itself, or try to sell a product. It simply explains a very complicated topic in simple terms, accompanied by lush, beautiful animation. As a result, we’re left with a subtle understanding that Google is a world-leading expert with a vast library of knowledge and innovation in the field. And it’s all done without explicitly trying to sell you a product or service.

3. CNN

Sometimes, an animated video doesn’t necessarily have to tell a brand story. It can be educational and informative, and still, be entertaining-- like this brand promotion video from CNN. Beautifully animated with lush visuals, it simply shares some interesting facts about the color blue. And while it entertains and captivates the viewer, it also establishes CNN as a brand with a distinct personality and style-- an impression that lasts long after you’ve finished watching the video.

2. The Guardian

Here’s a seemingly straightforward (and beautifully animated) video from The Guardian about how they manage their readers’ personal data. But there’s more going on beneath the surface.

This brand promotion video is keenly aware of the various issues that their readers care about and sets out to address them honestly and transparently, establishing that the user’s privacy and personal preferences are always a top priority at their website; while also explaining how cookies, tracking, marketing, and advertising works on their site and pretty much every other website on the internet.

On a subtle level, this reinforces The Guardian’s commitment to honoring transparency and user rights, in keeping with their culture and current events. 

This is an example of executing a brand promotion video at a high level of finesse and excellence.

1. Costa Sunglasses

We keep saying that a good brand video doesn’t prioritize selling a product or service and that oftentimes, just telling a good story works best. Here’s one of the best examples we’ve seen in a while. 

This animated explainer video by Costa Sunglasses doesn’t even mention eyewear at any point. Instead, it tells a compelling story around an important social cause, backed by beautifully artistic and well-thought-out animation. 

Some brands hitch themselves to safe social causes in a cynical, crass marketing ploy, hijacking important causes for free advertising. And it comes off as transparently fake and soul-less. This is an example of how to do it right: to sincerely, passionately tell a story, highlight an important and perhaps controversial cause, educate and inform the public-- all without plastering your name and brand all over everything in the process. 

And that’s why this video works so well and earns the number one spot on our list: because it places priority on good storytelling above all else, with the brand promotion almost as an afterthought.

Secrets to great brand videos

So that’s our list for our favorite animated brand videos! 

But before you get started crafting your own, we want to share some insider tips with you, gleaned from over a decade of experience creating bespoke animated videos for companies of all sizes from across the globe.

Tip #1: Storytelling is Rule Number One.

The real secret to getting your message out there and in people’s minds isn’t ad placement or a big budget or gimmicks. It’s quite simply, storytelling. 

Words connect with the mind. Art and music connect with the heart. But storytelling does both at once. And the power of connecting with a viewer’s mind and heart together is that you create a lasting bond with that viewer. They remember your message both at a head and heart level. 

And in a way, you know this already. Think about the last good movie you watched. Remember the powerful emotions, the rollercoaster ride that the plot took you on. How you rooted and cheered for the hero, and how good it felt when it all came together for a satisfying ending. That’s simply the power of storytelling. And it’s a power you can harness, too.

Tip #2: Keep it Short and Simple

Crafting a good story is kind of like cooking a good meal. You might be tempted to throw in every ingredient in your kitchen so that your creation would have the best chance of success. But that’s not really how it works, does it?

Respect the value of your viewers’ time. There are a million of things constantly screaming for their attention from a million sources. Once you get their valuable attention, don’t squander it. Make those thirty to sixty seconds really count. It’s quality, not quantity.

Tip #3: Speak to the Right Audience

This may sound obvious, but it’s more important than many realize. 

Crafting an excellent video is a waste of time if it addresses the wrong audience. It’s fundamental that you carefully consider who you’re trying to speak to and connect with before even starting out with creating a story. If you don’t, you might as well be speaking a different language for all the good it would do.

Tip #4: Don’t be “Sales-y”

We don’t want to sound like a broken record here, but again, the best brand videos are NOT advertisements in any traditional sense. They’re not about selling a product or service. They’re about communicating the brand’s personality and culture to the world. Leave the sales pitches to the regular adverts, and focus on telling your story.

Tip #5: Be Yourself!

Finally, you cannot tell a good brand story while pretending to be someone else. You may be tempted to imitate an existing style or copy what other brands are doing just because it works for them. This is a critical mistake: your brand story is all about you, what makes you unique, what you have to offer that nobody else can.

So… just be yourself! There are enough copycats out there already. 

It’s time to tell your own story.

Conclusion

Now you should have a good idea of how brands, big or small are using brand videos and driving results.

If you’re still confused about brand videos, talk to our team or visit here to learn more about brand video production today!

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