Pixels, Process, Perception: A Brand’s Visual Journey
Guiding the Eye to the Heart of Your Brand Story
Over the years, we have interacted with companies, brands and clients who are all facing a constant battle internally and externally when trying to make their name stand out amongst the ‘big budget’ crowd and campaigns. After several eerily similar encounters we began thinking about the universality of this issue and if there is a one size fits all solution out there. (There isn’t.)
The endeavour to make your brand recognisable gets even tougher when you add short attention spans and miniscule budgets into the mix. However, money can only get you so far; we believe that visual storytelling is the key to decluttering an oversaturated market. It creates a holistic image of your brand while conveying your narrative in an accessible manner to your target audience.
It can be an overwhelming concept, especially if your strengths lie more in the technical realm but it is essential to take it step by step.
For the first step, it doesn’t matter if you’re a designer or not, all we would like is for you to answer the following questions with intention.
These five questions help you establish your company’s story, values and goals which is pivotal when building your brand’s world. It’s crucial to start this process when you have the time and resources to invest in this journey. Knowing where you want to go can only be determined once you know where other brands have been. Drawing inspiration from them, allows you to create an identity that’s uniquely yours.
Every visual element is integral to your story. From colour schemes to fonts to imagery to tone, each element adds another layer to your brand’s personality. Working closely with designers enables them to make the right creative decisions to construct your brand’s world from the ground up.
Yvon Chouinard, the founder of Patagonia, once said, “A brand is a story that’s never completely told. It is a metaphorical story that connects with something very deep – a fundamental appreciation of mythology.”
Patagonia is a great example of using images of outdoor adventures and environmental conservation that align with their brand’s commitment to sustainability and outdoor exploration. This conscious choice instantly makes their brand look bold and gives their consumers insight into their core values forming an instant connection.
Visual elements have the highest recall value and all it takes is one to set you apart from the competition like Thumbs Up’s electric cobalt blue or Amul’s mascot in her iconic red polka dot dress. People are sentient beings which means they connect and purchase things based on how they make them feel.
Thums Up = Being Refreshed
Amul = Home/Comfort/Nostalgia
Brands are beginning to realise the importance of elevating their design as consumers are beginning to appreciate thoughtful branding. In India alone, homegrown brands are now in a position to take on international corporations because they are being considerate of the market they are catering to. For example, Schweppes tonic water has always been the reliable choice with its bright, flat yellow can and finite flavours. While still a trusted choice, it is now beginning to feel limiting and consumers are seeking more. This is where Svami’s tonic water steps in, offering a wider range of flavors, elegant design and appealing to a broader audience across generations: proving they are more. The choice is clear.
Ensuring your brand is seamlessly and consistently integrated across all platforms is the basis of communicating efficiently with your audience. No matter what information you are trying to express, there is always a way to make it your own. One of our favourite resources is ‘Weapons of Reason’ as they use bold colour palettes, interactive data visualisation, and crisp writing to tell complex stories.
Starting a business, creating your brand and putting yourself out there will always be daunting but it is achievable. With time, resources and the right support, your business and brand can expand simultaneously and steadily.
Once your brand has been crafted, clear brand guidelines will ensure that it is effectively and efficiently presented to the world. Allowing you to reap the rewards of all your hard work and making your audience feel like they’re part of something bigger.
Your brand is an extension of you and your company, a reflection of your values and goals. The beauty lies in defining your achievements and what success would look like for you. Is it building a loyal community of brand advocates, achieving industry recognition, or creating a positive social impact? It’s yours to decide. And if you’re unsure of the direction your brand is headed in, we’re always happy to have a chat!
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