Usually, when People Hear the Word “Branding,” their first thought is a brand’s logo, but visual Branding goes much Further.
“Visual Branding” is all the visual elements that make up a brand. This includes everything from the logo (of course), founder’s photos, brand photos, brand videos, and initial marketing content.
You see, back in the 2000s, the most common strategies were radio, direct mail, and newspaper marketing, all of which included almost no visuals. Even moving into the internet era, the strategies could remain pretty similar because you were still marketing to the same demographic of people. BUT THAT ALL CHANGES NOW, because as we move into the 2020s we are trying to market to people whose whole existence has existed in a visual world. This is most evident in the youngest generation who were born with a phone in hand and the TV as their babysitter, so more than ever visuals are essential!
In this marketing era, visuals have to be the foundation of your brand, or you will lose anyone under the age of 40.
Even if we ignored that visuals drive social media, let’s say you have worked extremely hard and got someone to click a link to your website (congrats, that's a lot harder than people think). When they get there, you have 10 TO 20 SECONDS to grab their interest before they leave your site and move on.
Ten seconds is barely enough time to read one tagline, so you need to create visuals that draw people in and represent your brand well, and that is what Visual Branding is all about.
How to create the right visual branding for you.
For every client we work with, I insist that these visuals should be the most precious part of your brand because they will lay the foundation for everything else. Make sure that whatever you create best represents you and your brand. Don’t do something that could work for anyone else; let it tell the story only you can tell.
Last but not least, you have to keep your brand constant. These visuals (photos, videos, and graphics) should all work cohesively together and be consistent with your values. These visuals will be how you connect your brand style and values with your audience. Each video you make for your brand will represent it to more people than you or your team ever will.
(bonus) Visual Branding Elements you should Already Have:
My Story Video: The Why Behind Your Brand
Lifestyled Product / Services Photos
Lifestyled Product / Services Videos
