What is the strategic value of motion? 

We spoke with Michael McPherson, Client Partner at Buff. He explains how brands can utilise motion to build a premium, trustworthy identity. We discuss elevating brands beyond uniformity and engaging audiences through clear product narratives.

‍

Key Takeaways: 

1. Integrating motion at the planning stage ensures it drives the narrative rather than trying to fix a static idea later.

2. Use motion to explain complex or intangible products by visualising the invisible data and processes that provide actual impact.

3. A unified motion identity across social, web and user interfaces builds long-term trust and brand recall that one-off videos cannot achieve.

‍

Using motion to simplify complex digital products 

Motion design excels at showing rather than telling. This applies directly when a product is intangible or complex. For digital products, the actual impact often resides in unseen elements, such as massive data processing or complex research operating behind a user interface. Visual metaphors in motion make these concepts relatable.

Google's Material Design system demonstrates this well. By defining specific motion principles, abstract digital transitions become intuitive physical metaphors. Instead of static screens appearing without context, motion creates a narrative thread. It shows the user exactly where a new window or button originated. This makes the experience feel effortless and engaging.

‍

Building a business case for a brand motion identity 

How can client-side creative leads position motion as a strategic tool? The conversation is changing because companies like Google, Apple and Airbnb have made motion a default brand element. The question is no longer whether to use motion, but how to use it. Stakeholders frequently see a high-end Apple video and want the same result without realising the work required to achieve that standard.

To build a business case, creative leads must articulate that motion is an investment in a long-term identity. It requires moving the goalposts from current costs to the long-term commercial benefit of a consistent, premium brand identity. Securing the recognition and trust associated with a premium brand requires investing in a motion identity that remains consistent across every touchpoint. When we help clients have these conversations, we review their creative journey, internal capabilities and upcoming roadmap. This helps them articulate the commercial benefit of building for the long term.

Measuring the ROI of a motion identity 

True ROI is about connection over attention. Anyone can shout in the street to get a moment of attention, much like a clickbait ad. Building a connection requires more. It often relies on non-verbal cues like facial expressions, posture or movement. This is the equivalent of what motion means for a brand.

Investing in a motion identity means building a standard used across touchpoints for the long term, rather than making a video forgotten in a day. This investment might not show immediate spikes in key performance metrics. However, it enables the understanding and brand recognition that builds loyalty.

The future of brand motion design 

I’d like to see more brands move away from just doing a video and start exploring their true motion identity. Airbnb famously shifted its strategy from high-volume performance marketing to investing in high-quality brand storytelling and bespoke motion characters. This shift created worlds people could connect with. It made their brand far more memorable.

Over the next year, I hope to see more brands treat motion as a core pillar of their identity, alongside their name and logo. It requires taking the time to document how your brand moves and ensuring every interaction feels uniquely and consistently yours.

‍

‍

Frequently Asked Questions: 

Why is a motion identity important for brands?

Motion is the soul of your digital brand. It is how your brand behaves across every digital touchpoint.

‍

Is bespoke motion design worth the investment?

Yes. Bespoke motion signals a premium, trustworthy brand. Investing in a motion identity creates a foundation you can use for the long term.

‍

How does a motion studio compare to AI tools?

For quick social posts, AI tools are fine. For your core brand identity, templates eventually create a sea of sameness. A studio like Buff provides the strategy and unique feel that makes your brand stand out from competitors.

‍

How does consistent motion branding drive ROI?

Consistent motion makes your brand more memorable by shifting the focus from shouting for attention to making a connection. This leads to higher brand equity and long-term customer loyalty.

‍