“If people believe they share values with a company, they will stay loyal to the brand.” – Howard Schultz
A sellable and admired brand identity can be accomplished by engaging and enticing Visual Branding as people can relate to the visuals much more than tediously written text. With the advent of progressively smart gadgets in our pockets and evolving hyperconnectivity, majority businesses are making their debuts in the international market,which is leading to a sensitive competition and a never ending race. It is challenging for the businesses to engage and convert target audience’s attention and simultaneously define their Brand Value and Value Proposition to them in a matter of a few volatile moments. The customer’s loyalty is directly related to your Brand’s success hence capturing it is unavoidable, as the quote by Schultz written above suggests.
So, let’s introduce Visual Branding which is which is the key to effective and successful Brand identity crafted using Visual Arts, mainly, Photography and Videography backed by captivating and ROI intended content. This is universally applicable to every business, something that cannot be denied.
Let’s personify a Business’s’ Brand Identity. Think of it as the First Sales Representative of your Business. The first face that will come across to a prospect customer which will actually define the course of the customer’s interaction with your Brand. You definitely do not want to spoil your Business’s first impression on its prospects. Hence, Visual Brand Identity and its boundless creative ways to achieve that. To put it straight, a Camera captures the essence of a moment, something which everyone can emotionally relate to. Well, that is what a successful Brand Identity stands upon.
To make it more clear, let’s relate the concept with a real life example.
Since 1928, when Adidas was launched, it stands as one of the most well placed Brand in the segment due to stunning brand building activities, especially the visual appeal associated with each campaign. Adidas has been supporting athletes in Olympic games, right from Amsterdam Olympics. Since the conception of adidas, the brand is aiming at being a Sportsmen’s Empowerer via comfort, quality and R&D backed by biology. Adidas is constantly helping athletes as a catalyst to their performance. The brand has been giving away tonnes of money for sponsoring Olympic games and other major leagues in sports. Apart from sponsoring, the whole marketing campaign whether it is a hoarding, a TV commercial or its website, the Brand has successfully displayed its iconic presence via branding of being a premium sports Brand through its concept photographs, creative video advertisements & elegant designs. This is the reason Adidas has been grappling a huge market share in the sports industry globally. Be it a pair of sneakers, a jersey or a petite sweat band, the user feels appeased to be a part of a universally accepted brand. A huge part in achieving this is played by the Visual aspect of the Branding Activities.
His illiterate wife, 14 years old daughter and a ten years old autistic son are the only people standing beside him, when he is taking his last breaths lying on the bed of an underfunded government hospital. The doctors had already given up on him since his lungs were terribly punctured due to the accident and were beyond medical resolution. Who could have thought that the only supporter of an already sorrow stuck family while returning from his work would be hit by a car driven by a drunk teenager recklessly driving, finding his way home at an abnormal speed and equally abnormal sense of judgement. Although his wife was terribly devastated and in extreme pain due to this sudden unfortunate incident, she was being tormented more by the thought of the future of the family. She could sadly remember the times when she tried to persuade him to have an effective life insurance plan in order to secure the family in case there is a crisis.
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Which influence attempt was able to move you in getting interested about buying a Life Insurance? The first one, a 60 Seconds commercial to put across the intentional message or the second one, a A4 flyer handed over to you by someone outside the mall? Of course, an emotional connect triggered by a visual presentation followed by a relevant actionable message brings you the expected ROI. Period.
Creative without strategy is called ‘art.’ Creative with strategy is called ‘advertising.’ Jef I. Richards
The thing that makes Visual Branding impactful and helps the Marketer is its flexibility. It does not matter if you are a start-up or a business started in 1970s, the creative aspect of this form of marketing lets the Marketer convey the desired message underlying a campaign. This is the reason the concept creation for the visual branding is sole important for a successful marketing campaign and companies spare massive amounts of budgets and resources in order to remain original, innovative and engaging while communicating the essence of their Brand. Although challenging, if an organization partners up with the right team specializing in the art and science of Visual Branding along with keeping due consideration to quality and service for the end customer, they can harness the loyalty out of their customers and hence, an unbounded scope for growth.