Branded Emojis Have Become a Big Part Of Digital Communications
You don’t have to embark on a full website rebranding to start enjoying the benefits of using branded emojis
If you’re a frequent SMS user, chances are you’ve embraced the world of emoticons. (You know, those smiley faces, angry faces, characters and tiny pictures that convey tone and feeling?) As someone who lived through the days of deciphering pager code, I can appreciate how far the technology has evolved since then. While I was reluctant to use them at first, emoticons have become second nature to me in much the same way as hashtags have become a regular part of my vocabulary and everyday conversations.
If your brand has embraced hashtags as a form of social messaging, you’re doing well. But what about emoticons? Clorox Bleach’s disastrous emoticon blunder not withstanding, branded emojis may be the next frontier of social messaging. While there is an ever widening array of emoticons that you can download, we haven’t seen any brands release their own versions. While Apple has updated its standard emoji keyboard to with a more ethnically diverse set of people, we haven’t seen their logo make an appearance. Creative brand agencies are embracing emojis as the final frontier and finding it very effective.
In the same way that a logo or trademark becomes synonymous with a brand story or legacy branded emojis are another form of brand expression. If a picture is worth a thousand words, emojis might be worth a thousand characters. Emojis use fewer characters to communicate more complex digital brand ideas and are more visually interesting. Branded emojis I’d like to see hit the Apple store? Chanel, Apple, Nike, Google and Dior all come to mind.
7 Top Reasons for Using Emojis in Ad Marketing
1. They convey relevancy
2. Emojis are an interesting means of communication
3. They help get marketing messages in a clear manner
4. It empowers personal opinions in a fun way
5. Emojis make the message of an Ad more believable
6. It makes a message stand out in the sea of digital marketing communications
7. Millennials get the message of an emoji
Top Brands Using Emojis in Marketing
A couple of brands ahead of the curve? Mentos, Coca Cola and IKEA. Cute-Crazed. Selfie-Obsessed. Bad Happy. These are just three of the names of Mentos’ new branded emoticons, or “ementicons,” which will soon be available for the mint brand’s socially savvy fans to use. “In general you could say emoticons offer a great way for brands to—potentially on a global scale—become part of the everyday conversations of people,” said Mark Ogertschnig, an Ikea spokesman. A recent article on AdWeek revealed that, according to Swyft Media:
41.5 billion messages and 6 billion emoticons or stickers are sent around the world every day on mobile messaging apps. When we offer mobile app users the imagery of their favorite brands, they don’t see it as advertising, noted Evan Wray, co-founder of Swyft Media. “They see it as self-expression.” Brands looking to take advantage of this trend need to understand the difference between emojis and emoticons or stickers. The emoji keyboard, which now comes standard on many smartphones, comprises various emojis approved by the Unicode Consortium. Brands looking to create their own emoticons and stickers have to make their own apps or partner with messaging apps like Kik, WhatsApp and Facebook Messenger to have their branded emoticons available for consumer use.
As emojis grow in popularity with consumers, marketers are catching up on the trend. From IHOP’s recent change to a friendly emoji-esque logo to Domino’s Grand Prix win at Cannes for its emoji ordering system, there’s no denying that the playful icons have assumed a place in the cultural zeitgeist. – AdWeek
Do you think branded emojis are the next frontier? Is it only a matter of time before our keyboards come standard with smiley faces? We’d love to hear your thoughts! Sound off below!
The use of emoji yields fascinating results that may help brands better relate with a vast number of consumers. We encourage you to test if you have the best timing and the right messaging. We would love to help. Call us if you are looking for a Creative Branding Agency That Uses Emojis.
Illustration: Matthew Billington
Branded Emojis The Final Frontier
7 Top Reasons for Using Emojis in Ad Marketing
Author: Tom Lauck,
April 20, 2015
December 10, 2015
If your brand has embraced hashtags as a form of social messaging, you’re doing well. But what about emoticons? Branded Emojis Have become a big part of digital communications. There is an ever widening array of emoticons that you can download. The use of emoji yields fascinating results that may help brands better relate with a vast number of consumers.
Also published on Medium.