The Importance of Design in Brand Storytelling
In the business world, there are only so many types of products and services that you can provide to your audience and it is not always possible to invent a new way of doing business. In this specific set of circumstances, there’s only one thing that will help your audience tell you apart from your numerous competitors — your brand. Now, the easiest way to create a brand is to convey it to your audience in the form of a story and here are several ways in which proper design can help with your branding efforts.
Readability of your text
The first thing you need to consider when it comes to storytelling, regardless if it’s text or infographic that we’re talking about, is the readability of your text. This is a concept that’s tightly intertwined with your brand design, seeing as how the choice of background color and hue, as well as the choice of font and font color, affects this in more ways than you can imagine. Due to the fact that it’s usually advisable that you use brand colors when making something as important as ‘About us’ page on your website, you might need the help of skilled designers to advise you on this topic.
Immersion into your vision statement
Another thing you need to consider is the way in which engaging visuals are going to interact with your audience when it comes to your vision statement. For instance, a lot of companies use images of their end products and satisfied customers in order to show their clients what they can expect if they decide to collaborate with them. Remember, regardless of what you do, it’s the job of your marketing to sell the idea (not the product). A proper design can make this a lot easier by giving a boost to the overall immersion of your audience.
Consistency in cross-format branding
The next thing you should bear in mind is the fact that your brand might use various formats in order to depict their brand in the best light. We’re not just talking about digital formats like text, infographic, video and podcast but also traditional ones like branded materials. This is why, when coming up with your brand visuals, you need to consider even materials like promotional notepads and similar merchandise. With the strength of great visuals, you can easily achieve much greater consistency in your cross-format branding efforts.
Affecting the mood
It’s well-known that different colors and designs can affect one’s mood and even the emotions that one’s feeling at the moment. For instance, restaurants and fast food joints have been using colors that are known to enhance appetite as their brand colors for decades now, yet, this kind of plan is applicable across all industries. So, start by investigating which shapes and colors can help your brand create and sell the image you’re trying to construct.
Use of symbols in communication
Symbols are potent tools in communication and you would do well to remember this. For instance, if the logo of an organization contained a piece of sports equipment, it would be quite clear what this organization is about. Still, there are some universal symbols/icons that you, yourself, can use for the clarity of communication. This is particularly handy if you want to use animation, images or infographics to tell your story, seeing as how that can help you send a clear and direct image without having to rely on text too much.
One last thing you need to keep in mind is the fact that the use of branding tools in your persuasion efforts is a most definite must. You see, saying “one in three people” is one thing but graphically representing these three people while singling one out is a much simpler way of sending a message to your audience. Statistics that you can use in your infographics and charts are yet another way to show your audience some interesting facts about your business. For instance, it’s much easier to show what 14 percent better performance looks like on a pie chart than to just list it in a text.
As you can see, in order to tell a whole story and have your audience interpret it properly, you need to be ready to convey ideas in both visual and verbal format. Bringing skilled designers on-board can greatly help you in this regard. Just make sure that you send a consistent brand image so that these various elements can appear as parts/elements of a larger whole. Great design improves immersion and user experience.