Visual Branding: Tips and Strategies for Boosting Your Brand

Last Updated: December 20, 2023

Your brand is more than just a logo. It’s the sum of your company’s appearance and reputation, as well as how you present yourself to the world. Visual content, such as images and videos, can help reinforce your brand’s identity and values in your customers’ minds.

Visuals are important in marketing, as they help articulate data and statistics, draw attention to products and services, increase engagement, appeal to visual learners, and support marketing strategies. Plus, research shows 65% of people are visual learners. But how do you integrate visuals into your marketing campaigns? Let’s look at some ways to do that.

Use your visual content to sell benefits, not features

Promoting benefits is a simple concept that most brands have trouble with. What does this mean? Instead of focusing on what your product does, concentrate on what it does for the user.

For example, if you’re selling a new type of coffee maker and want to show its benefits over other types of coffee makers on the market, don’t use an image showing all its features, instead use an image that shows how people can use it in real life (e.g., “I love my new coffee maker because it brews delicious cups of Joe faster than my old one”).

Show images and videos of real people using your products and the benefits they’re getting rather than an isolated photo of your product. Let your visuals show how special your product is by showing it in action.

Use videos to make a personal connection with your audience

Videos provide a platform to showcase your brand story and values in a creative and engaging way. You can use them to introduce your key personnel, promote products or services, and communicate special offers. You can also create videos to explain complex topics in an easily digestible format.

Videos are more memorable than written or audio content, helping create a lasting impression. Utilizing videos as part of your branding strategy can help you engage with your audience, build trust, and ultimately drive conversions. They also create a stronger emotional connection with your audience.

Tell a story through your visual content

You can use your visuals to tell a story. A good story engages the audience and helps them understand the information being presented. You can use pictures, charts, graphs, or other visual content to tell a story.

In addition, using graphics instead of words makes it easy for people who aren’t familiar with certain vocabulary or concepts to see what you’re describing without prior knowledge.

Stand out with your visuals

Your brand represents your business, so everything you put out reflects who you are and what you do. A photo of an employee or client using your product, for example, can make people feel part of the action. But to effectively convey your message through visuals, there are some things to remember.

Use bold colors and shapes. Your images should stand out from the crowd by incorporating vibrant hues with interesting angles and shapes. You can also make them more eye-catching by incorporating attention-grabbing text overlays on top if possible. Just don’t forget whether this will look good once printed — if bright colors aren’t going to work well on paper copies, then don’t use them here either.

Be selective and creative with your fonts. For example, Times New Roman might not be appropriate because it doesn’t reflect anything specific about your company culture other than professionalism. Instead, you could use something like Helvetica Neue Light, which has similar qualities but could add some personality traits, such as modernism, without being distracting.

Ensure you brand everything consistently, so people can recognize your brand when they see it in multiple places. Consistency is important because it builds trust with your audience. This is true across all platforms. Whether you’re posting photos on Instagram or tweeting an animated gif, the look and feel of your content should match.  If someone follows you on Facebook but doesn’t see posts from you on Twitter, they may wonder what happened to their favorite influencer or business owner.

Conclusion

Visual content is an essential part of branding. In fact, it’s not just important; it’s essential. Your brand is more than just your logo. It’s the entire experience people have with your business, from their first impression to their last interaction. And visuals are key to that experience.

Visuals are a way to communicate your message and build customer trust by demonstrating expertise and understanding of what they want. They also help you sell products and services by making them more visually appealing, increasing engagement with users and prospects, and driving conversions on websites or social media platforms like Instagram or Tik-Tok.

With so many visuals available today — from photos to GIFs to images created through artificial intelligence (AI) technology — there are countless ways for companies in any industry to use visual content as part of their branding efforts. Take advantage of them!

Sources: 

McNabb S. Image Impact: Why Visuals Are Essential to Your Marketing Strategy | Gate 39 Media. Gate 39 Media. Published July 28, 2020. Accessed January 5, 2023. gate39media.com/image-impact-why-visuals-are-essential-to-your-marketing-strategy/