Making your brand stand out in today’s cluttered digital landscape is challenging. Sharing your brand story can help. Learn how to use branded visuals to rise above the noise and build authentic connections with your audience.
Marketers need to make their content more compelling to help their brand connect effectively with the right audience. Originality in the form of branded visual content can be a useful tool for marketers. It allows them to convey a particular look and feel for their brand that’s unlike their competitors.
The value of branded content amongst some of marketers most desirable demographics is real. In a 2017 report Time Inc. surveyed 7,000 Millennials, Gen Z, and Gen X consumers. 90% said they prefer brands that create branded content, and 89% said branded content helps brands be more memorable.
Using branded visuals allows marketers to be more authentic. With a little bit of thought a visual used on a social media can tell a story and showcase a product, while still be engaging.
Why Branded Visuals Matter in Digital Marketing
Overall, visual identity is a major part of how brands tell their unique brand story. Visual identity is how you present your business to the world. It includes all of the visual elements you use in marketing, from logos and fonts to photos and videos.
In the last decade, brands have significantly changed how they present their visual identity to audiences. Today a brand’s story is present at all times and told through an endless variety of channels. Channels like websites, social media feeds, emails, and apps all serve to tell your story.
That’s why branded visuals are so valuable. They allow marketers to tailor their visual identities to meet consumer expectations. When you use non-branded elements, you’re much more limited in how you tell your story.
Branded Visuals Tell Your Story
Branded content helps you shape and sculpt your brand persona. It allows businesses to be:
- Authentic – Original branded visuals tell a story without being imposing. People see you as a friend that’s sharing interesting or engaging content, rather than a company trying to push a message or make a sale.
- Consistent – If your social media profiles look like they were conceived by totally different people, you run the risk of confusing your customers. Branded visuals allow you to deliver a consistent cross-channel visual identity that has the same look, feel, and voice.
- Credible – Building trust is the first step in sharing content effectively. Imagine a financial services brand promoting a service using comic sans font. Even if the style and tone are consistently on-brand, the unprofessional comic sans will cost the brand credibility.
In the long run, a brand story that’s authentic, consistent, and credible will best capture people’s attention and build their loyalty.
According to Nielsen, almost half of customers seek out around eight sources for information about brands, products, or services. This means brands have eight chances to make a compelling case for their story, personality, values, and products. Branded visuals allow you to tell that authentic, consistent, credible brand story throughout the customer journey.
Creative Nuances in Branded Content
There’s an ever-increasing array of tools and platforms for people to view or receive branded visual content. But, your website, social media pages, in-house apps, and emails are the most likely to connect consumers with your brand story.
Each channel offers opportunities to tell your story using branded content. Among the creative nuances that you can customize for branded visual content are classic branding elements such as your logo, color palette, tone, and voice.
Create a series of visual branding guidelines. These guidelines are visuals, videos, or graphics that authentically reflect your brand’s personality. They’ll ensure that your content creators will use consistent color palettes, environments, lighting, and angles in each piece of content that represents your brand.
- Images – Use images to showcase people with products in subtle situations to best tell a story that resonates with viewers. Also they’re more memorable than plain text.
- Videos – One of the fastest growing areas of content marketing videos are an effective and engaging storytelling tool. A short video can instantly conceptualize your brand values and personality by blending people and products into an effective piece of content.
- Graphics – Vectors graphics and illustrations exclusive to a brand are useful on your website, in your app or in emails among other places. Use these to supplement your image and video assets to help visually explain hard to demonstrate values, services, and concepts.
Branded Visual Content Helps
In today’s marketing reality you’re competing against a lot of messages. Branded visual content allows you to cut through the noise, define your brand, and speak directly to your customers in a way that represents your brand.
Always remember to be authentic, consistent, and credible. Committing to brand storytelling will better position you to break through the noise and build connections with your audience.
Top Image via Shutterstock Custom.
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