People don't remember facts, they remember stories. And brands that not only manage to tell their story, but also make it emotionally tangible, win customers who stick around. Animation is the most powerful tool for this. Animated videos, motion graphics, and 2D animation make it possible to reinforce emotions, visually convey brand values and make even complex content understandable and touching.

In this post, we show why animation marketing is a real game changer and what formats and options are available.

We have this at EMONS used to make the company's special culture and identity visible. EMONS has a long history and strong values that have only been slightly shared with the outside world so far. Our job at BWS was to recognize just that — and turn this substance into a modern, animated imagery to translate that combines tradition and future.

Why emotions are essential in marketing

Marketing only works when it touches. Neuroscientific studies show that more than 90% of purchasing decisions are made emotionally. Facts, features and figures create rationalization — but the actual decision comes from feelings.

Brand storytelling uses exactly this mechanism. Instead of simply listing product features, a story is told that creates closeness. A brand becomes a character, a figure with values, personality and voice.

But stories alone are not enough. The type of presentation is decisive. Images and videos can convey impressions — but it is only through animation that a brand really comes to life. Right here comes animation into the game.

Why animation uniquely reinforces storytelling

Animated videos and motion graphics have several unbeatable advantages compared to real film and classic communication:

• Limitless creativity: Animation opens up complete freedom. Anything that can be thought of can be created visually.
  
• Make abstract things visible: Logistics networks, data flows or future visions can be clearly represented through 2D animation or motion graphics.
  
• Strengthen emotions: Colours, movements and characters can convey feelings subtly or with full force.
  
• Recognizability: A specially developed animation style becomes a trademark.
  
• Easy scalability: Complex processes can be carried out in a Explanatory video Stage in an understandable way.
  

In short: Animation enables video storytelling that not only informs but also moves.

Overview of formats

• 3D animation — the ability to create limitless digital worlds
  
• Motion Graphics — moving graphics, charts and shapes
  
• Animated videos — A combination of storytelling, music, voice-over and visual language.
  
• Explanatory videos — for complex products or services that need to be explained simply.
  
• Product visualization — to make abstract offers or functions tangible and bring them to life visually.

The goal remains the same: a story that connects brand and people.

Case EMONS: From logistics to an emotional brand story

Our task: The brand should be more than just a logistics service provider. It should tell a story that conveys values — reliability, dynamism, tradition and sustainability.

Our Approach:

• Color world: Warm red and deep gray, inspired by brand identity, symbolize energy and stability. At the customer's request, the color scheme of the company founded in 1928 should primarily be retained. To modernize and secure the future of the brand, we have expanded it with a homogeneous range of colors.

• Storyline: We show a journey — from the logistics center to the port to the train depot and finally to the digital headquarters, which shows all the services offered by EMONS.
  Logistics can thus be experienced as a movement.
  
• Interaction: We use the sense of interaction to let users experience storytelling at their own pace — almost as if they were reading a book. Just live, digitally and visually immediate.

effect:
The animation turned a technical service into an emotional brand story. EMONS no longer acts as a pure logistics service provider, but as a reliable partner on a journey. At the same time, the brand was pulled into the 21st century and modernized. It shows its relevance in times of digitization, builds trust and creates a clearer understanding of what the company is doing.

Why CMOs should rely on animation

For CMOs, animation is a strategic tool for anchoring brand messages into memory. The benefits:

• Emotional connection: Brand values become tangible, not just asserted.
  
• Make complex things simple: Especially when it comes to products that require explanation
  
• Higher range: Animated videos perform above average on social media.
  
• Consistent brand world: A uniform animation style creates recognition.
  
• Measurable success: Animated video storytelling increases engagement rates and length of stay — and also creates the decisive WOW effect that makes brands memorable.