Visual Brand Content Consistency – Keeping the Promise Your Products Offer
As businesses look forward to delving deeper into the second decade of the 21st century, with a focus on growth, and continued dominance over competition; the marketing and media landscapes, have at warp speed, continued to evolve with greater flexibility, creativity, and relevance, than experienced in previous years. The target audience whose attention must be engaged, is more visually literate, with even greater expectations, prompting a palpable demand for stirring visual content.
The constant evolution of technology
easily allows more functional support for longer videos, imagery, interactives,
infographics, GIFS, and more. The
proliferation of visuals has become a lasting entity, not a trend which will
pass with time. Excellent visual content has proven to increase a company’s
profits significantly. Today, visual content generates its own annual
report. However, the massive insistence
for visual brand content, can easily create a conundrum when this colorful,
alluring, entertaining medium, missteps and deviates from your brands style,
tone, and message. For this reason alone most brands rely heavily on branding services of agencies. Their efforts
have maximized the potentially of many of the brands you know and love today.
Let’s explore some of the best practices.
Visual Brand Identity – Message and Content Synchronicity
Your brand is striving for growth in an economy which demands
fluidity, and in which nothing inert has lasting potential. If the visual
content which represents your products is authentic, and tells your brand’s
story, consumers will be inspired, engaged, and are more likely to engage in
personalized shopping experiences which keep them loyal and coming back. The
visuals, in fact, all communications in the various media platforms must be in
sync with your message and the promise your products have made to your
audience. How do you avoid costly
missteps, and ensure the kind of identity and constancy necessary for growth
and continued success? Read on to find
out.
5 Proactive Methods for Perpetuating Consistent Message/Content Congruence
1.
Create Specific Content Brand
Guidelines - Face
the daunting challenges of maintaining the quality and consistency of your
brands content, when creating voluminous amounts of information in blogs, or
working with others, by crafting extremely specific, documented, guidance rules
for everything from data visualization,
color use, videos, typography, and logo specific graphics, from “what to say”,
to how it Is said. Remember that your reputation and credibility depend on
accuracy, and the content created is the mirror that reflects your brands
image. Be proud of it.
2.
Invest in Carefully Curated
Photographic Imagery
– Photography is one of the hardest working elements in your brand content. The
impact of curated brand photography (videos, music, lighting, and images), on
your website and digital platforms, quickly establishes the tone of your
specific brand, elevating your statis above competition who use “stock
imagery”, and it resonates with the audience you seek as future loyal consumers
of your brand. Hiring a professional photographer, and using the guidelines
discussed above, is one of the essential investments you may choose to make for
your business. Photographic impact
reaches out to everyone and can be a priceless element in creating the
consistency and unique impact you seek.
3.
Brand Your Graphics – Aesthetically pleasing graphic
design has a deeply positive impact on your audience. It is, of course, the face of your
brand/company, and is a visual representation of your written word content.
Done well, graphics instill credibility, professionalism, and even influence
the buying decisions of your audience. Your social media graphics, and
infographics must include your logo to build the bridge that guides would-be
consumers back to your brand. The more
engaging the logoed graphics, the more impactful your message becomes as it is
shared globally.
4.
Establish a Compilation of Uniquely
Your Own Brand Identity - Brand identity includes all the visible elements
of your key brand color and color palette, typographic treatments, design
style, logo, videos, photography, and your visual identity on social media
platforms. It must be consistent.
Therefore, if you unify all your dynamic visual elements into an identity
system, or library, your audience will recognize the consistency of the
appearance, use, scope, tonality, color and yes, the feel of the consistent
visual statements you have crafted to be a strong brand that is sustainable,
growing, trustworthy and a standout among your competitors. Many turn to the Irrational Advocacy Index to quantify and
optimize brand love and loyalty.
5.
Ask Customers to Share Feedback - The information gathered from
requested customer feedback is invaluable.
Not only does being “customer-centric” let you know their specific likes
and dislikes regarding the products you offer, but this honed focus also lets
you listen keenly to the heartbeat of your company’s future growth. Your
customers will feel valued in sharing their personal shopping experiences. You
will have the advantage of knowing what needs tweaking, and what you can expand
upon to build customer loyalty, while consistently collaborating with your
audience to be at the epicenter of their ever-evolving needs, desires, and
expectations.
Achieving the “In SYNC” Oneness of Successful Brand Growth
Your content and brand strategy are symbiotic and must work
harmoniously, to mutually benefit your brand credibility, and your growth
potential. Assuring that every aspect of
your communication media, inclusive of the visuals (photography, videos,
imagery) makes a clear and concise statement of your story, is an unending
process, and a necessary one.
Having a highly qualified branding services team who can do
the research to build a strategy that grows your brand, at the highest level of
customer expectation, while preserving the consistency of message, quality,
innovation, tonality, and on-line presence that showcases all the assets of
your personal vision for your products, is of inestimable value. We are that team. Let us work with you as you wrap your arms
around the bright future you and your company deserve.
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