In the first part of our topic, we began to introduce the power of visuality, using National Geographic as an example. This current post examines visual tools from the perspective of brand identity.
How Is Brand Identity Related to Visual Tools?
After laying the foundations of a brand, innovating it, or creating a campaign – such as vision, goals, target audience, desired outcomes, messages, platforms – the process continues with the key visual brainstorming phase. Why?
A well-designed visual story helps translate brand identity into a universal language that everyone understands and that reflects the brand, its message, and its mission. The harmony of colours, shapes, typography, and visual elements can create a unique mood and style that differentiates from competitors.
The example of Coca-Cola illustrates this well: the iconic red colour and unique font make the brand instantly recognisable worldwide. The visual elements used in their holiday campaigns, such as smiling people, family, and traditional Christmas symbols, further strengthen the brand’s emotional connection with consumers. You surely recognise the following advertisement? The campaign also included promotional materials from which a Christmas town could be folded.
The comment sections are already flooded with memories and sensations this ad evokes: for some, it brings back the warmth of hot cocoa, the coziness of home, the fresh scent of pine, closer human connections and moments, days of snowfall – the list is endless, but everyone remembers the slogan: “Celebrate with us today.”
Nowadays, social media platforms like Instagram, TikTok, and Pinterest provide excellent venues for visual storytelling. The algorithms of these platforms favour visually rich – particularly short, video-based – content, which better captures users’ attention.
Emotions and the Brand
Visual elements not only play a role in attracting attention but also in building emotional bonds. A well-chosen visual element, image, graphic, or video can evoke emotions in people, as seen with Coca-Cola’s Christmas campaign. This can create a deeper long-term connection between the consumer and the brand.
Another good example is Nike’s “Just Do It” campaign. The inspiring images and videos showcasing athletes and everyday people pushing their limits have a strong emotional impact on the audience. With various challenges – such as a collective 5 km run or daily fitness challenges – the visual story can move and motivate viewers.
By consciously and creatively using visual tools, we can strengthen brand identity, increase consumer engagement, and create an emotional connection with our target audience. For marketing professionals, it is also essential to continuously monitor visual trends and apply them in brand communication, as visual storytelling can turn the brand into much more than just a product or service: an experience that consumers will remember for a long time.
