I’m a believer in the idea that the written and spoken word are sacred but even I have to admit visual communication is super important, especially when telling your brands story. After all an image is worth a thousand words so think how many words a moving image or infographic could be worth!
We use visual communication everyday to convey information and ideas, for example did you know we say 93% of what we mean without speaking? Not to mention all the other forms of visuals we use such as, signs, models, graphs & tables, photograph, video, other multimedia, illustrations, the list goes on.
Studies into how we process information, whether it be written, heard or seen, have shown that we recall around about 20% of what we read and 10% of what we hear compared to 80% of what we see and do. Figures we can’t really ignore when we’re considering communicating our brand story.
So why is it important when telling your brand story?
Well, firstly, your brand is more than what you tell people it’s what they believe about you; your brand is what people say about you when you’re not in the room. You need a brand story otherwise you’re just another replaceable cog in a consumption machine. It needs to make you stand out from the rest whilst also building an image of the brand that will make people care about you. It’s what makes your brand memorable.
Visual communication is a big part of this because as I said before we remember much more about what we see than what we read or hear. Below are the reasons why visuals can help you you tell your brand story.
1. Visuals are engaging
When scrolling through websites it’s more likely we’ll scroll passed heaps of text until something catches our eye. Therefore, if you have a colourful infographic or video placed within your content you’re sure to catch your audiences attention and interest. Now they’re ready to hear about your brand story.
2. Visuals are memorable
You want your audience to remember your brand story and visuals can help to do this as pictures can convey more of what you want to say. You can make your audience feel a certain way about your brand by what you show and this will help them to remember you. Which leads me to…
3. Visuals show you rather than tell you
This is important when helping to tell your brand story as you don’t want to seem like you’re forcing an idea on to your audience; you want them to naturally come to the conclusion you want them to have by themselves. Visuals do this as they are far more subtle and open to interpretation than words.
4. Visuals are fun
You can use an array of visual ideas in your content to convey your brand identity which ultimately helps your target audience identify with you. For example, if they can see you have a sense of humour you will appear more human to them and not just another corporate entity.
To summarise, including visual communication in your marketing content could really boost your audience understanding your brand story. What have you got to lose?
So what’s next?
In fact we here at Wyzowl create a variety of visual communication pieces get in touch to find out more.