If you’ve never used visual content for your brand, or you haven’t found much success with it, you may not know where to start. Strategic goal-setting can help guide you through the process of identifying and creating visual content that really represents your brand story and resonates with your audiences. This process will involve a lot of discussion and, ideally, plenty of collaboration along the way. If you’re unsure what to expect when diving into visual storytelling for your brand, this post is for you.
1. Establish the Right Visual Identity to Tell Your Brand Story
Before diving into individual pieces of visual content, it’s important to first take a step back and identify the look and feel your campaign should have. While it might follow the tenets of your existing brand quite closely, sometimes the visual identify of a specific set of deliverables is distinct from a brand’s overall look, and that’s okay too — in fact, it can help add dimension to your brand as a whole when you’re able to distinguish unique initiatives with unique aesthetics. We helped establish a visual language for Bsquare’s campaign in this same way.
A visual communication agency can help you assess the goals of your campaign to determine what type of aesthetic approach will suit it best. Do not skip or downplay the importance of this step, as it quite literally sets the tone for the content you’re about to create.
2. If It Can Be Visualized, Visualize It
When in doubt about the balance of visuals to text, the more visuals the better — as long as they are furthering the story. Never include extraneous “fluff” visuals that detract from the message, and definitely don’t include imagery that departs from the visual identity you established in the beginning.
Visuals have a strong impact on your viewers’ eye movement, so if they’re off-base, overkill, or poorly executed, viewers will either misunderstand your message or abandon it altogether. On the flip side, missing opportunities to visualize your brand story can cause the information to get lost. Since viewers only read about 20% of the copy on an average web page of 600+ words, they’re primarily skimming text instead of reading it thoroughly. Of course, the balance of this depends on your audience and goals.
3. Different Mediums for Different Purposes
An infographic isn’t the right choice for every goal. Neither is a motion graphic, an interactive piece, an ebook … you get the idea. So how do you choose?
If you need to retain great amounts of detail in text, whether for legal reasons or specific audiences, an ebook, whitepaper, or annual report can be a great choice.
If reducing text is permitted in your case, think about your end goal. Telling a brand story with emotional appeal? A motion graphic might be a great choice (though they can be used for many other types of stories). Sharing succinct key product details at a glance? Try an infographic, or maybe microcontent. Launching a new initiative or campaign separate from your brand? Microsites work really well for that!
Be strategic in identifying which media formats will best tell your story to the audiences you need to reach.
Looking for a partner on the journey to visual storytelling? We’d love to help — fill out our contact form to get started.