Visual Content Branding

text: visual content branding

Branding is uber important, especially visual content branding.

So what is visual content that can be branded?

Since I have started creating branded visual content, I have branded the following:

  • Blog images
  • Pinterest pins / infographics
  • Testimonials
  • Social media images
  • Banners & headers (social media channels)
  • PDF’s for lead magnets, workbooks & worksheets
  • Document shares for LinkedIn

There are, of course, a lot of other types of visual content that could be branded.

Branding is necessary, there’s no two ways about it.

Brand Messaging

Pardot explains brand messaging as the underlying value proposition conveyed as well as the language used in your content. This is what makes buyers relate to you and your brand by inspiring them, persuading them, motivating them, and ultimately making them want to buy your product.

My simple understanding of this: it is the message that speaks to your tribe, that will ultimately get the “get-to-know-you” relationship to the buying relationship.

Everything that you put together; your creative message as well as your visual content, creates your brand message.

The article goes on to suggest that you should look at your brand from 3 different angles:

  • The customer angel – what does the customer care about?
  • The internal angle – what is the vision of the brand?
  • The competitive angle – your brand can only own one message (at a time) [let’s not confuse our audience]

Branding is seen as the fluffy, touchy-feely & emotional stuff.

Because I concentrate on the visual content side, it’s entirely fair to admit that I deal with the touchy-feely & emotional stuff of branding.

Because buying is an emotional impulse, for the most part, it is vital to ensure we “play” on our tribe’s emotions.

Visual Content

Visual content is primarily online and image-based.

Glint says that you need to capture your audience’s attention with “strong, eye-catching visuals that scream your message”.

They go on to say that people tend to remember visuals more clearly. This is also something I have spoken about before in the blog about social media design as well.

We process visuals in the visual cortex part of our brains. This is a less busy and faster part of the brain and completely separate from the busier section that processes words.

This is why it’s faster and easier to understand, for instance, cooking instruction through a video rather than text.

Now, I’m not sure about you, but I’d much rather watch an instructional video than following words.

Emotions and visual information are processed in the same part of the human brain.

Visual stimuli and emotional response are linked in a simple way and this is why buying is often seen as an emotional action to the visual stimuli.

So, if your tribe remember visual content easier than written content, it leaves me wondering why so few people realise the importance of visual branding.

Creative Messaging

Quality Stocks says: creative messaging is at the heart of the marketing communications that are critical to achieving brand positioning.

Marketing messages influence the way people view your company and give them a level of perception regarding your products and services. Get them wrong, and you affect your brand positioning.

Every single piece of content that is created forms part of your brand.

So it is true for taglines as well.

I love a good tagline because it makes you stand out, but creative messaging, is more than just having a kick-ass tagline.

If your visual content does not convey your brand message, and your tagline is not adding to the message, how will you be memorable to your audience.

Visual content is more than just a logo or a set of colours.

Your visual brand makes your tribe FEEL. Remember, a couple of lines up, I mentioned that visuals are emotional.

So, if your creative message (tagline) kicks ass with your visuals, your brand message becomes clearer.

When this happens – objective achieved! Now just to get those leads converting into success for you.

Visual Branding

Visual identity (branding) is made up of all the visual content associated with your business.

These guide your tribe to their perceptions of your brand. It is the first touch-point and it is the first piece of information your tribe processes. THIS establishes credibility & builds trust.

Even if you don’t have a visual style or identity in place (yet), you still have a brand. Embrace Collective says that you begin building your brand the second you start marketing yourself.

This is so true when you think of it. You may not have a website yet, you may not even have a logo you, you have no visuals to entice your audience with – you only have you and your words.

Visual branding is flexible, it grows with your brand, with your products or your services.

And growth doesn’t happen overnight, as we know so very well. It takes time.

It needs nurturing and being taken care of. Remember how we al used to grow a beanstalk from a simple bean held securely between two pieces of damp cotton wool?

Just like you grow within your own abilities in helping your tribe, encouraging them to grow, so your visual brand will grow as well.

Your visual brand consists of:

  • Colours
  • Patterns
  • Product / service images
  • Packaging
  • Social media feed
  • Website design & images
  • Typeface
  • Business cards
  • Documentation

Visual branding gives your brand a “finished” look – well put together and professional. It helps your credibility and attracts your tribe.

The biggest thing about visual branding is that it sets you apart from the competition and it makes you visible!

Think of your brand as a puzzle that fits together perfectly.

It allows you to create emotion with your tribe and it helps you build trust. Without emotion you cannot have trust. And of course, with trust you are able to expand on your tribe & grow as a brand & business.

Conclusion

Because you know your tribe/audience, you know best what it is your audience & clients want to see.

Visual content branding to me is like a toy-box full of possibilities and I love playing in this specific toy-box.

If you’re new to design and want to start using Canva as your platform for design, you can sign up here and use the Pro features (the same I use for my designs) for 30 days absolutely free of charge.

Here are the differences between pro & free (just saying)

If you want to go ahead and try your hand at design and need some guidance, you can download my free guide to the perfect social media design here. If you need a little more help, I can assist you using Zoom – which we’ll record so you can keep referring back to our session. This link here will get us connected for an hour to walk you through your challenges.

If there is anything else, I can help with, you can always just send me an email, or even connect with me on LinkedIn (as that’s where I’m most active) and engage with me there.

All the best

Stephanie xx

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