How Visual Communication Can Help You Nail Your Unique Brand


Visuals are not only for grabbing readers’ attention but are also excellent for communicating a message. Here's How Visual Communication Can Help You Nail Your Unique Brand:

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I love this quote from Nicholas Renna of Lessings, Inc. – “People don’t purchase what you do. They purchase how you do it” which came out during the event “Service Industry Uses Social Media and Digital Strategies to Rise Up” hosted this March by the Social Media Association.

At the event, all three panelists, Nicholas, Marissa Jacobs (WordHampton PR), and Neil Foster (Foodie Card) reinforced the facts that

  1. Videos are hot these days
  2. Effective social media campaigns weigh text with pictures rather than using just text information.
  3. Numerous marketing studies prove that you have just first 3 seconds to capture the attention of social media users, so there is no better way to hit the ball than tapping a creative visual or an enticing video.

Savvy marketers know that good visuals are not only for grabbing readers’ attention but also for communicating a message succinctly, and with clarity. Competition is everywhere, but some businesses are so notable that we pick them just because of their brand image and we don’t even try to analyze their quality of the products. That’s the power of visual branding; we all like Nike, Canon, Intel, and Starbucks.

Enterprises without a vigorous visual strategy are not exploiting this visual revolution, and could be missing out. And they could be continually projecting a poor brand image.

Here are four specific reasons why you should be implementing a visual strategy. 

1. Visual Data Processing by Human Brain

The famous psychologist Albert Mehrabian says that 93% of all communication is nonverbal. We can understand it easily as we all react to body language and silent movies though there is a lack of verbal dialogues. Considering the fact that human brain processes visual data 60K times faster than the plain text, there is no surprise that image posts on Facebook drive more interaction than text posts, videos, and links.

A survey concluded that 40% of people engage in a better way with an image than a post having 1000 words. There is a psychological principle working behind this theory - graphics have the emotion and attitude required to expedite comprehension, recollection, and retention. The brain can accurately understand the presented material in the form of graphics. It stimulates other areas of the brain and thus, enhances our creative thinking and imagination.

Graphics greatly affect how the business is perceived. Neuromarketing science confirms that visual content drives engagement.

For more insights and tips on branding, check out the Infographics posted under the blog sections of big UK graphic design agencies such as Harrison Mann, Red Website Design Ltd, and The Website Group.

Recommended reading: 5 Ways to Promote Your Business to Millennials and the iGeneration

2. It Helps You Humanise the Brand

People want to do business with friends, not with brands. Thus, it makes a lot of sense to create relevant content and initiate conversations that make them think of your brand as human. Visuals can play a big part in this. 

How can you use your social media to highlight holiday celebrations, hosted events, and a charity or cause? Or can you create video and visuals of "behind the scenes" to give a glimpse into the workings of your business or your products or services. 

3. Visual Creativity Can Engage and Encouraging Shares

HubSpot has compiled some interesting stats on visual marketing:

  • B2C companies tend to use visual content more passionately than B2B firms.
  • Cisco says that global web traffic from videos will hold 80% weight of all internet traffic by 2019.
  • 150% more retweets occur when there is an image within the user’s tweet.
  • Buzzsumo analyzed that blog posts with images get double social shares.
  • Infographics are three times more upvoted and shared on social media than any other content form. Most of the eye-tracking studies prove that viewers spend more time looking at information-carrying images.

Visuals and graphics enable brands to communicate a highly relevant and targeted message.

4. Visuals Can Transform You into a Memorable and Unique Brand

The name, LOGO, symbol, font and color palettes are the foundation of every great online brand. If you can convey all of these elements with a powerful visual, you’ll immediately be become memorable to your viewers.

Successful brands remain consistent with color palettes throughout their web copies, newsletters, visual media, Slide Shares, and social media posts.

Besides color schemes, consistent use of fonts are important. 

This Michigan-based local business, Stacey K cleaning, built its online (social media and website) presence around a humanitarian prominence and their visual elements support them with the use of colour and specific fonts. 

A visual content strategy can lead to more fans, followers, post or page views, online leads, and thus more clients and ROI. So make sure you create a visual strategy for your brand and marketing. 

Over to you now. How is visual content part of your brand and marketing? Tell us in the comments below. 

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