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Are you looking for some ways to get motion and video built into your brand? Here are four tips to get you started. Get an early start. Motion designers can help you tell your brand story in unique ways, and including them in the development stage of your brand be beneficial in telling the story of your brand. Remember, motion and video is an essential part of branding, not just an add-on. Team effort. Give motion designers, cinematographers and animators a collaborative opportunity to work with the rest of your branding team. Motion designers have a different way of thinking that can shed new light on ideas, and it’s valuable for them to hear the discussions of how your brand should come together. Be flexible. Allow motion designers the flexibility to push the brand in new and different directions. Often times a video can lead to a whole new direction in brand experience that can be retooled into web and print solutions that further push effective multi-channel marketing, thus driving...

Branding is a key component of any successful business. By telling the story behind your organization, a brand strategy cultivates a clear, cohesive identity and differentiates your business from competitors. Although branding can be tricky to get right, it’s essential to building a connection with your target audience and, ultimately, higher equity in the marketplace. The branding process aims to establish an identifiable and differentiated presence in the market that will attract and retain loyal customers. A strong brand can also build valuable equity that allows companies to charge more for their products and services than those with a lower brand value. For example, after rebranding its vodka as the high-end liquor of the elite, Grey Goose was able to create its own super-premium product category for vodka. Although the quality of its product is similar to that of its competitors, Gray Goose’s brand has created high-end market demand that allows the company to sell its vodka at a ...