Brands need consistency.Ĭhoosing just the right gif to use can create really powerful emotional connections between people and your brand. If you do not, then your GIFs will always be tonally dissonant from the rest of your brand, and that undermines your ability to establish and grow affinity with your brand. You should have a GIF language and aesthetic that aligns with the messaging and visual style of your brand. I believe that when a company describes its brand voice, values and persona - that GIFs should be included as much as words and images are. That, or you completely trust the people expressing your brand across social media and beyond, to do so according to your brand vision.Įither way, what GIFs your brand uses are rarely included in brand guidelines.Īre they not videos? Are they not images?ĭo they not convey meaning as well as words might? Your GIFs should be an equal part of your brand. If you work on a marketing team, you probably have an approval process for every thing that goes out relating to your brand: words, images, videos, colours, fonts etc.
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