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Brand Storytelling
Visual Branding
Brand Identity
Marketing Strategy
Content Marketing
ARTICLE #24
Let’s tell your brand story visually
Brand Storytelling
Visual Branding
Brand Identity
Marketing Strategy
Content Marketing
Written by:
6 min read
Updated on: April 15, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
In today's world, everyone wants a real connection with brands. They are curious about what makes a brand special, how it operates, and the people behind it. The best way to establish this connection is through strong brand storytelling. This story helps to humanise a brand, allowing consumers to bond over shared values.
However, this act of storytelling isn't a one-time task only. It needs a proper and consistent effort across all platforms. In this way, you offer your audience an insightful understanding of your brand story, which in turn allows them to build a meaningful connection with you, be loyal to you, and consequently grow your business.
In today's world, everyone wants a real connection with brands. They are curious about what makes a brand special, how it operates, and the people behind it. The best way to establish this connection is through strong brand storytelling. This story helps to humanise a brand, allowing consumers to bond over shared values.
However, this act of storytelling isn't a one-time task only. It needs a proper and consistent effort across all platforms. In this way, you offer your audience an insightful understanding of your brand story, which in turn allows them to build a meaningful connection with you, be loyal to you, and consequently grow your business.
In today's world, everyone wants a real connection with brands. They are curious about what makes a brand special, how it operates, and the people behind it. The best way to establish this connection is through strong brand storytelling. This story helps to humanise a brand, allowing consumers to bond over shared values.
However, this act of storytelling isn't a one-time task only. It needs a proper and consistent effort across all platforms. In this way, you offer your audience an insightful understanding of your brand story, which in turn allows them to build a meaningful connection with you, be loyal to you, and consequently grow your business.
Understanding your brand story
Understanding your brand story
Understanding your brand story
So, what exactly is a brand story? A brand story is a narrative that communicates who you are, what you stand for, and how that journey became the reason to create your brand. This creates an emotional reason within your target audience. When a great brand story represents its narrative, it allows consumers to relate to it. When the consumers feel related to your brand, they will be more loyal to it, and it will ultimately increase brand awareness. To communicate this brand storytelling effectively, you need to consider your "why" as the purpose that really runs your brand beyond making a profit.
This very famous brand Patagonia does a really nice brand storytelling. Their story is not about selling jackets only. It's the value brought by that company to the environment, including its belief in sustainability. In this way, brand stories invite customers to be a part of a cause bigger than the products making them brand ambassadors as well.
How visual content plays a role in brand storytelling
Visual content is one of the most important factors to boost brand storytelling. In fact, it is 60,000 times faster than text and is highly related to eliciting emotions and capturing the attention of customers. For example, some dynamic infographics really convey information in an easily digestible way and an engaging format.
Make sure that every visual, video, or graphic you use blends in with your story. These visuals should reflect your brand and maintain consistency. Being consistent builds trust in your customers. Design-driven companies outperform their competitors by 228% over ten years. It shows just how important visual identity is in brand storytelling.
So, what exactly is a brand story? A brand story is a narrative that communicates who you are, what you stand for, and how that journey became the reason to create your brand. This creates an emotional reason within your target audience. When a great brand story represents its narrative, it allows consumers to relate to it. When the consumers feel related to your brand, they will be more loyal to it, and it will ultimately increase brand awareness. To communicate this brand storytelling effectively, you need to consider your "why" as the purpose that really runs your brand beyond making a profit.
This very famous brand Patagonia does a really nice brand storytelling. Their story is not about selling jackets only. It's the value brought by that company to the environment, including its belief in sustainability. In this way, brand stories invite customers to be a part of a cause bigger than the products making them brand ambassadors as well.
How visual content plays a role in brand storytelling
Visual content is one of the most important factors to boost brand storytelling. In fact, it is 60,000 times faster than text and is highly related to eliciting emotions and capturing the attention of customers. For example, some dynamic infographics really convey information in an easily digestible way and an engaging format.
Make sure that every visual, video, or graphic you use blends in with your story. These visuals should reflect your brand and maintain consistency. Being consistent builds trust in your customers. Design-driven companies outperform their competitors by 228% over ten years. It shows just how important visual identity is in brand storytelling.
So, what exactly is a brand story? A brand story is a narrative that communicates who you are, what you stand for, and how that journey became the reason to create your brand. This creates an emotional reason within your target audience. When a great brand story represents its narrative, it allows consumers to relate to it. When the consumers feel related to your brand, they will be more loyal to it, and it will ultimately increase brand awareness. To communicate this brand storytelling effectively, you need to consider your "why" as the purpose that really runs your brand beyond making a profit.
This very famous brand Patagonia does a really nice brand storytelling. Their story is not about selling jackets only. It's the value brought by that company to the environment, including its belief in sustainability. In this way, brand stories invite customers to be a part of a cause bigger than the products making them brand ambassadors as well.
How visual content plays a role in brand storytelling
Visual content is one of the most important factors to boost brand storytelling. In fact, it is 60,000 times faster than text and is highly related to eliciting emotions and capturing the attention of customers. For example, some dynamic infographics really convey information in an easily digestible way and an engaging format.
Make sure that every visual, video, or graphic you use blends in with your story. These visuals should reflect your brand and maintain consistency. Being consistent builds trust in your customers. Design-driven companies outperform their competitors by 228% over ten years. It shows just how important visual identity is in brand storytelling.
Elements of visual branding
A strong brand visual identity is essential for capturing attention and creating a lasting impression on consumers. So, let’s discuss the key elements that contribute to a strong visual branding strategy in detail.
Typography
The specific font you select will play a major role in building your brand's visual personality. The right font can be sleek and sophisticated, playful, or serious. For example, tech companies might use very streamlined, modern fonts to embody innovation, while children's brands would have fun rounder fonts to attract a young audience. No matter what your brand identity is, it is important to keep in mind that it is always important to choose a typography style that aligns with the brand values and your target audience.
Colour Palette
Colours evoke feelings and influence people's perceptions. A consistent colour palette strengthens the potential for brand recognition. The message a brand wants to convey gets easier to deliver through a consistent colour palette. For example, most finance brands use blue as a brand colour since it symbolises trust and dependability. On the other hand, bright colours such as red evoke excitement and passion. Your choice of colours should reflect your brand story and the emotion you want to evoke from your audience.
Imagery
The imagery and graphics you use in your branding will also represent your brand identity and attract your target demographic. It is not only about the photos you use but also the illustrations, icons, and patterns. Consistency in imagery, whether by style, subject, or tone, fosters brand consistency and recognition. Using relevant and high-quality images can significantly enhance your storytelling and engage your audience.
Logos
This is probably the most recognisable part of any brand. It has to be unique, memorable, and representative of your brand. It should be designed with enough versatility so it can be used across various platforms and mediums, from business cards and signs to billboards. If designed properly, a logo can easily allow consumers to identify your brand and develop familiarity, which generates trust.
Brand guidelines
This is a very critical step in giving the visual guidelines that ensure consistency in all the branding materials. It contains the fonts, colour codes, the rules for using logos and styles that have been approved for use in images.
Consistency in visual elements is equally important because it makes your brand easily recognisable as compared to your competitors. As a result, you can make more revenue, as research indicates that consumers want brands with clean and consistent images. A consistent visual identity makes your brand look professional and trustworthy. Inconsistent images and other visuals can often make a brand look unorganised.
Think of all your brand visual pieces as one bridge, working together to help explain what your brand stands for and how your company can help the consumer. Also, when everything works together and looks and feels constant, it helps you tell your brand story and connect with your customers even more. So we can say that after deciding the most suitable elements for your brand story, keeping them consistent is also important.
A strong brand visual identity is essential for capturing attention and creating a lasting impression on consumers. So, let’s discuss the key elements that contribute to a strong visual branding strategy in detail.
Typography
The specific font you select will play a major role in building your brand's visual personality. The right font can be sleek and sophisticated, playful, or serious. For example, tech companies might use very streamlined, modern fonts to embody innovation, while children's brands would have fun rounder fonts to attract a young audience. No matter what your brand identity is, it is important to keep in mind that it is always important to choose a typography style that aligns with the brand values and your target audience.
Colour Palette
Colours evoke feelings and influence people's perceptions. A consistent colour palette strengthens the potential for brand recognition. The message a brand wants to convey gets easier to deliver through a consistent colour palette. For example, most finance brands use blue as a brand colour since it symbolises trust and dependability. On the other hand, bright colours such as red evoke excitement and passion. Your choice of colours should reflect your brand story and the emotion you want to evoke from your audience.
Imagery
The imagery and graphics you use in your branding will also represent your brand identity and attract your target demographic. It is not only about the photos you use but also the illustrations, icons, and patterns. Consistency in imagery, whether by style, subject, or tone, fosters brand consistency and recognition. Using relevant and high-quality images can significantly enhance your storytelling and engage your audience.
Logos
This is probably the most recognisable part of any brand. It has to be unique, memorable, and representative of your brand. It should be designed with enough versatility so it can be used across various platforms and mediums, from business cards and signs to billboards. If designed properly, a logo can easily allow consumers to identify your brand and develop familiarity, which generates trust.
Brand guidelines
This is a very critical step in giving the visual guidelines that ensure consistency in all the branding materials. It contains the fonts, colour codes, the rules for using logos and styles that have been approved for use in images.
Consistency in visual elements is equally important because it makes your brand easily recognisable as compared to your competitors. As a result, you can make more revenue, as research indicates that consumers want brands with clean and consistent images. A consistent visual identity makes your brand look professional and trustworthy. Inconsistent images and other visuals can often make a brand look unorganised.
Think of all your brand visual pieces as one bridge, working together to help explain what your brand stands for and how your company can help the consumer. Also, when everything works together and looks and feels constant, it helps you tell your brand story and connect with your customers even more. So we can say that after deciding the most suitable elements for your brand story, keeping them consistent is also important.
A strong brand visual identity is essential for capturing attention and creating a lasting impression on consumers. So, let’s discuss the key elements that contribute to a strong visual branding strategy in detail.
Typography
The specific font you select will play a major role in building your brand's visual personality. The right font can be sleek and sophisticated, playful, or serious. For example, tech companies might use very streamlined, modern fonts to embody innovation, while children's brands would have fun rounder fonts to attract a young audience. No matter what your brand identity is, it is important to keep in mind that it is always important to choose a typography style that aligns with the brand values and your target audience.
Colour Palette
Colours evoke feelings and influence people's perceptions. A consistent colour palette strengthens the potential for brand recognition. The message a brand wants to convey gets easier to deliver through a consistent colour palette. For example, most finance brands use blue as a brand colour since it symbolises trust and dependability. On the other hand, bright colours such as red evoke excitement and passion. Your choice of colours should reflect your brand story and the emotion you want to evoke from your audience.
Imagery
The imagery and graphics you use in your branding will also represent your brand identity and attract your target demographic. It is not only about the photos you use but also the illustrations, icons, and patterns. Consistency in imagery, whether by style, subject, or tone, fosters brand consistency and recognition. Using relevant and high-quality images can significantly enhance your storytelling and engage your audience.
Logos
This is probably the most recognisable part of any brand. It has to be unique, memorable, and representative of your brand. It should be designed with enough versatility so it can be used across various platforms and mediums, from business cards and signs to billboards. If designed properly, a logo can easily allow consumers to identify your brand and develop familiarity, which generates trust.
Brand guidelines
This is a very critical step in giving the visual guidelines that ensure consistency in all the branding materials. It contains the fonts, colour codes, the rules for using logos and styles that have been approved for use in images.
Consistency in visual elements is equally important because it makes your brand easily recognisable as compared to your competitors. As a result, you can make more revenue, as research indicates that consumers want brands with clean and consistent images. A consistent visual identity makes your brand look professional and trustworthy. Inconsistent images and other visuals can often make a brand look unorganised.
Think of all your brand visual pieces as one bridge, working together to help explain what your brand stands for and how your company can help the consumer. Also, when everything works together and looks and feels constant, it helps you tell your brand story and connect with your customers even more. So we can say that after deciding the most suitable elements for your brand story, keeping them consistent is also important.
Building your brand’s visual identity
A strong brand visual identity means having effective visual guidelines that will represent your brand on all your platforms. It is more than just aesthetics; it is like building consistency in your storytelling. So, there are some things you need to do to create impactful visual guidelines for your brand.
Define your core story. Decide which messages and values are most important to appear within your visual content. Then, create a flexible, cohesive style guide that will include all elements of your visual identity. This way, whenever something is created, from social media posts to website graphics, everything is aligned and gives a unified message.
The last thing you have to do is engage your audience. You can do this by provoking them to think and share their stories related to your brand. Sharing user-generated content boosts the reach and credibility of a brand story.
Consider an example of Nike that uses bold imagery and strong, inspiring narratives to not only sell their products but also create an aura of athleticism and hard work. The message for each ad or social media post reinforces the brand story championing a way of life beyond just shoes.
A strong brand visual identity means having effective visual guidelines that will represent your brand on all your platforms. It is more than just aesthetics; it is like building consistency in your storytelling. So, there are some things you need to do to create impactful visual guidelines for your brand.
Define your core story. Decide which messages and values are most important to appear within your visual content. Then, create a flexible, cohesive style guide that will include all elements of your visual identity. This way, whenever something is created, from social media posts to website graphics, everything is aligned and gives a unified message.
The last thing you have to do is engage your audience. You can do this by provoking them to think and share their stories related to your brand. Sharing user-generated content boosts the reach and credibility of a brand story.
Consider an example of Nike that uses bold imagery and strong, inspiring narratives to not only sell their products but also create an aura of athleticism and hard work. The message for each ad or social media post reinforces the brand story championing a way of life beyond just shoes.
A strong brand visual identity means having effective visual guidelines that will represent your brand on all your platforms. It is more than just aesthetics; it is like building consistency in your storytelling. So, there are some things you need to do to create impactful visual guidelines for your brand.
Define your core story. Decide which messages and values are most important to appear within your visual content. Then, create a flexible, cohesive style guide that will include all elements of your visual identity. This way, whenever something is created, from social media posts to website graphics, everything is aligned and gives a unified message.
The last thing you have to do is engage your audience. You can do this by provoking them to think and share their stories related to your brand. Sharing user-generated content boosts the reach and credibility of a brand story.
Consider an example of Nike that uses bold imagery and strong, inspiring narratives to not only sell their products but also create an aura of athleticism and hard work. The message for each ad or social media post reinforces the brand story championing a way of life beyond just shoes.
Integrating visuals into your brand story
The place and purpose of any visual in your brand story should be planned consciously. Visuals can be used to captivate your audience at major critical points of your story like sharing something from the beginning of your brand, key milestones, or testimonials. Each visual must serve a purpose in enhancing the understanding or emotional resonance with your audience.
Let’s start with images. You can use striking images of your products and their effect on customers' lives. You can show real-life examples of your products' after-effects.
When using videos in your brand story, you can create compelling short films that bring your brand journey to life or share customer stories. Video content massively enhances conversion rates, and the chances of better customer engagement are higher.
Lastly, you should use infographics, which help display statistics and user data in an easily digestible way that improves credibility and supports your brand story.
The place and purpose of any visual in your brand story should be planned consciously. Visuals can be used to captivate your audience at major critical points of your story like sharing something from the beginning of your brand, key milestones, or testimonials. Each visual must serve a purpose in enhancing the understanding or emotional resonance with your audience.
Let’s start with images. You can use striking images of your products and their effect on customers' lives. You can show real-life examples of your products' after-effects.
When using videos in your brand story, you can create compelling short films that bring your brand journey to life or share customer stories. Video content massively enhances conversion rates, and the chances of better customer engagement are higher.
Lastly, you should use infographics, which help display statistics and user data in an easily digestible way that improves credibility and supports your brand story.
The place and purpose of any visual in your brand story should be planned consciously. Visuals can be used to captivate your audience at major critical points of your story like sharing something from the beginning of your brand, key milestones, or testimonials. Each visual must serve a purpose in enhancing the understanding or emotional resonance with your audience.
Let’s start with images. You can use striking images of your products and their effect on customers' lives. You can show real-life examples of your products' after-effects.
When using videos in your brand story, you can create compelling short films that bring your brand journey to life or share customer stories. Video content massively enhances conversion rates, and the chances of better customer engagement are higher.
Lastly, you should use infographics, which help display statistics and user data in an easily digestible way that improves credibility and supports your brand story.
Track the impact of your visual storytelling
You can easily know whether the visual content is effective or not through these engagement metrics. There are many software or tools, like Google Analytics, that provide features like engagement metrics that can track and measure how your audience is interacting with or reacting to your brand’s visual identity. These measuring metrics basically include engagement rate, which is the number of likes, shares, and comments and how often your visual content is shared.
Then there is a click-through rate which allows you to know how often users actually click through to your website or landing page from a certain piece of visual content. Then there are conversion rates which track the changes that happen in sales or leads after using new visual storytelling strategies to measure and track their effectiveness.
Brands that consistently use visuals have a 35% increase in overall engagement. It is pretty clear that adopting and implementing a proper visual storytelling strategy drives maximum engagement and conversion.
You can easily know whether the visual content is effective or not through these engagement metrics. There are many software or tools, like Google Analytics, that provide features like engagement metrics that can track and measure how your audience is interacting with or reacting to your brand’s visual identity. These measuring metrics basically include engagement rate, which is the number of likes, shares, and comments and how often your visual content is shared.
Then there is a click-through rate which allows you to know how often users actually click through to your website or landing page from a certain piece of visual content. Then there are conversion rates which track the changes that happen in sales or leads after using new visual storytelling strategies to measure and track their effectiveness.
Brands that consistently use visuals have a 35% increase in overall engagement. It is pretty clear that adopting and implementing a proper visual storytelling strategy drives maximum engagement and conversion.
You can easily know whether the visual content is effective or not through these engagement metrics. There are many software or tools, like Google Analytics, that provide features like engagement metrics that can track and measure how your audience is interacting with or reacting to your brand’s visual identity. These measuring metrics basically include engagement rate, which is the number of likes, shares, and comments and how often your visual content is shared.
Then there is a click-through rate which allows you to know how often users actually click through to your website or landing page from a certain piece of visual content. Then there are conversion rates which track the changes that happen in sales or leads after using new visual storytelling strategies to measure and track their effectiveness.
Brands that consistently use visuals have a 35% increase in overall engagement. It is pretty clear that adopting and implementing a proper visual storytelling strategy drives maximum engagement and conversion.
Frequently Asked Questions
How does a brand story differ from brand messaging?
The brand story is one that defines and communicates the origin and values of your brand, while brand messaging is about the specific words and language you use in all your social media channels and others as well when describing your brand identity and propositions.
How do I ensure that my brand story is authentic?
You can do it by emphasising honesty in your storytelling to give readers the feeling of authenticity. Share real experiences, challenges and values that truly reflect the identity and goal of your brand.
How often should I refresh my brand story?
It's good to revise your brand story every once in a while because anything can happen like your business direction might change, the market may change, or anything from customer feedback. You should focus on enhancing your brand story that reflects these changes.
Conclusion
Brand storytelling is the basis of the real relationship of a brand with its audience. With the help of visual branding, brands can deliver their narrative in a better way to enhance their stories and develop loyalty among customers. But keep in mind that brand story is not just about sharing your story, but it is more about how the visuals complement and enhance that storytelling. A well-defined approach to visual content does much more than just convey a brand identity; it delivers a whole customer experience. As consumers crave authenticity and transparency, let your brand story be the reason that attracts them emotionally and visually.
Frequently Asked Questions
How does a brand story differ from brand messaging?
The brand story is one that defines and communicates the origin and values of your brand, while brand messaging is about the specific words and language you use in all your social media channels and others as well when describing your brand identity and propositions.
How do I ensure that my brand story is authentic?
You can do it by emphasising honesty in your storytelling to give readers the feeling of authenticity. Share real experiences, challenges and values that truly reflect the identity and goal of your brand.
How often should I refresh my brand story?
It's good to revise your brand story every once in a while because anything can happen like your business direction might change, the market may change, or anything from customer feedback. You should focus on enhancing your brand story that reflects these changes.
Conclusion
Brand storytelling is the basis of the real relationship of a brand with its audience. With the help of visual branding, brands can deliver their narrative in a better way to enhance their stories and develop loyalty among customers. But keep in mind that brand story is not just about sharing your story, but it is more about how the visuals complement and enhance that storytelling. A well-defined approach to visual content does much more than just convey a brand identity; it delivers a whole customer experience. As consumers crave authenticity and transparency, let your brand story be the reason that attracts them emotionally and visually.
Frequently Asked Questions
How does a brand story differ from brand messaging?
The brand story is one that defines and communicates the origin and values of your brand, while brand messaging is about the specific words and language you use in all your social media channels and others as well when describing your brand identity and propositions.
How do I ensure that my brand story is authentic?
You can do it by emphasising honesty in your storytelling to give readers the feeling of authenticity. Share real experiences, challenges and values that truly reflect the identity and goal of your brand.
How often should I refresh my brand story?
It's good to revise your brand story every once in a while because anything can happen like your business direction might change, the market may change, or anything from customer feedback. You should focus on enhancing your brand story that reflects these changes.
Conclusion
Brand storytelling is the basis of the real relationship of a brand with its audience. With the help of visual branding, brands can deliver their narrative in a better way to enhance their stories and develop loyalty among customers. But keep in mind that brand story is not just about sharing your story, but it is more about how the visuals complement and enhance that storytelling. A well-defined approach to visual content does much more than just convey a brand identity; it delivers a whole customer experience. As consumers crave authenticity and transparency, let your brand story be the reason that attracts them emotionally and visually.
ARTICLE #24
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