Study after study has shown that strong, high-quality visuals are increasingly crucial in successful content marketing. The age of social media requires brands to build and cultivate a visual identity in order to capture attention and engage audiences.
Plenty of notable brands are succeeding in this arena, with visual content that creates an instantly recognisable aesthetic across communication channels and platforms. From illustrations to product photos to website graphics to social media posts, they have been able to implement a very specific and well-defined visual strategy to complement their existing content marketing initiatives.
Why visual identity matters and how to achieve it
Adding a visual identity component to content marketing strengthens a brand’s memorability and familiarity. When visuals are consistent across marketing channels, consumers can quickly identify and associate an image with its brand. This recognition can help keep a brand top of mind and drive future sales.
Before you can implement images into your marketing strategy, it’s important to understand the different components that make up a visual identity. These include:
- Unique logo
- Colour palette
- Image style
- Image composition
Determining the right visual identity
Many of these imagery choices will depend on a host of factors:
- Audience: As with any content marketing initiative, it’s important to define a target audience. Carefully consider demographic, personality, lifestyle and favoured brands to help determine the kinds of images they will find appealing.
- Mission: Focus on the unique value offered by the brand. What sets it apart from competitors? What solution does it provide? Explore the why and how of product and service delivery to help inform visual identity.
- Brand personality: This is the “vibe” of the brand. Would a casual, playful tone appeal to target consumers or will they expect a more refined, formal communication style? Images, such as written messages, can easily convey the right tone – or badly miss the mark.
- Emotion: Consumers want connection, and a strong visual identity is a quick and easy way to hit the right emotional notes. Identify the emotional appeal of the brand, and then choose images that support that story.
You don’t have to be a professional photographer or designer to create a strong visual identity. Focus on imagery as a key part of your overall branding and content marketing strategy and you are well on your way to building a familiar, memorable brand.