Strategic communication through visual storytelling
From caveman etchings to ancient hieroglyphics visual storytelling has been used for centuries to depict information that educates and engages the viewer. When we bring this method of communication into the world of strategic communication, the brand and its audience become the influence for the visual assets and their purpose.
In order to be seen, brands need to make themselves visible, and visibility comes with the use of branded assets. Businesses need to be recognised and remembered in order to connect with their audiences and illicit emotions, engaging with them on a deeper level than their competitors. This is why visual brand assets are no longer a nicety, they have become a necessity for memorability.
Brand assets for storytelling
For those of you newly dipping your toes into the visual representation of your brand let us explain what visual storytelling is and why it is so important.
Visual storytelling tells a narrative through the use of visual assets to generate an emotive response, engaging and motivating your audience towards a desired action. This story is typically enhanced with the use of colours, graphics, icons and media that are unique to your brand, also known as brand assets. Brand assets might include your logo, brand mark, brand colours, fonts or icons.
Visual brand assets are essential in telling a brands story because our brains are built for visual information. It only takes 13 milliseconds for the brain to process an image, 60,000 times faster than text! On top of this humans don’t always have the patience for reading text, we’re really quite lazy in that respect.
Providing different visuals to help explain who you are and what you offer is a great way to improve comprehension and engagement within your target audience. Utilising easy to recognise visual assets can also boost your brand’s ability to be recognised and remembered. 80% of people remember information they’ve seen rather than heard, therefore visual storytelling through brand assets can help businesses get their message across easier and faster, making stories simpler to understand while delivering a more impactful message.
When having brand assets designed and implemented during the first stages of your brand development, you create consistency throughout all your touchpoints with your audience.
At this stage you should also research what your audience responds too and what is important to them, presenting it through your visual assets in an easy to digest, memorable and engaging format.
Now that you know how essential visual storytelling is and the impact your brand assets can have in achieving your communication goals, go forth and conquer your audience!
Alternatively, if you still need a little help (we totally understand!) get in contact with us at Pascal Satori to discuss your branding and design strategy. We’ll help to flag and fill the gaps in your efforts so that you have the knowledge and tools to effectively communicate with your audience and grow your brand.
