branding

Looking at Company Branding and Visual Communications in a New Light

For a long time, branding has been approached as a simply stating “this is who we are and this is what we do” or “this is what makes us better” in the digital world. Most of the emphasis has been on the basic presentation and core message. But more brands are finding a better way to connect with their audience, namely, through innovative visual branding.

Web design has been one of the ways brands have been conveying who they are. They’re incorporating brand elements into the web design to give their websites a strong identity. It departs from basic websites which focus mostly on the logo, general color schemes and the core message. Approaching web design in this manner helps brands stand out from the competition and appeal to users.

This design approach also injects a strong dose of personality into the brand. It signifies that the person is dealing with a unique entity rather than a soulless corporate backdrop. The result is that the user immediately notices that the brand is special and deserves his attention. This creates a strong positive impression in the target audience that many companies aim for but rarely achieve.

In addition to making the brand a big part of the design, brand narratives (or storytelling) are being used to convey the value of their brand. This storytelling approach is effective because it doesn’t push an agenda but rather gets the audience engaged. It provides value through entertainment, interest and value which helps the audience connect to the brand.

Corporate storytelling is being used in various ways. Some brands are incorporating a story throughout the content of their websites. Others are focusing strictly on the story in an effort to elicit a strong emotional response in the user. There are even campaigns that use the brand’s story in a viral marketing campaign where the goal is to generate social media followers, shares, subscribers, and press.

There are many different angles of storytelling that brands can use. Some brands have used stories to convey the quality of their products by walking consumers through their production process. Some brands have used charitable causes to demonstrate that they are socially responsible. And there’s also the classic story of how the brand has helped their customers resolve their problems.

The way brands are building awareness has changed dramatically. It’s not only done through the visual presentation but through engagement. For instance, more companies are talking to their customers on social media and focusing on creating a positive experience. While it does take a lot of effort to redo your visual presentation and communications and also get involved with your customers, the results are definitely worth it. Smart brands know that a good reputation travels just as fast as a bad one in new media due to channels like social media and review sites. That’s why they’re willing to walk the extra mile to market their brand.

Goran Paunovic

Goran Paunovic is a creative director at ArtVersion Interactive. Chicago based web design company and full service creative agency.

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