Employment3 Jul 2023Simon Druery

The power of visual storytelling: Leveraging brand design to engage audiences

Many people widely accept the belief that pictures and videos are highly effective in conveying messages. In today's digital age, individuals' attention spans have been reduced to 8 seconds, making visual content a powerful tool for engaging audiences.

The visual story draws the audience's attention much faster than the written story. 

Visual storytelling is a potent marketing tool that crafts a captivating, dynamic connectivity using imagery and visual components to connect with the audience, whether a new prospect or a devoted customer. By establishing an emotional rapport with the viewer, you are not just executing another marketing strategy but developing a shared experience that will attract and retain them to your brand. 

Visual storytelling efficiently communicates messages quickly, making it ideal for targeting consumers in the digital age with limited attention spans.

Belong Creative helps brands connect with their ideal audience using visual storytelling effectively. We have helped many clients to demonstrate their brand personality using images, videos, icons, infographics and GIFs.

What is the power of visual storytelling?

Visual storytelling is much more impactful than written storytelling because of the following reasons:

1. Better engagement with audience in less time

2. Form a lasting image in the mind compared to words

3. Recall is faster than words

4. Get shared more often than word-based content

5. Create an emotional connection with the audience

6. Explain complex concepts or products more easily

Why is visual storytelling important?

Visual storytelling establishes identity and personality, making your brand even more powerful. Visuals enhance the retention rate (i.e. keeps your audience watching) and makes the story more attractive to the audience, thus increasing its share-ability. If your brand incorporates more visuals and videos on what your product or service has to offer your audience, its chances of engaging or selling more will grow.

Visual narratives hold the audience for a long time through colours, creative novelty, design and presentation. Visual story converts consumers to buy products or services through visual call to actions (CTAs).

The experience an audience has with visuals makes them feel connected with the brand - curious, excited, desirable, needed. The brand experience gets more enriched with the use of visuals and videos which can go deeper beyond listing features and demonstrate the emotional benefits. 

With the busy, quick-scrolling environment of social media, it becomes even more imperative to use visuals to create powerful messages that tell a story about your brand and stand out. 

A visual story can do wonders in attracting, retaining and creating loyal customers, employees and investors.

Benefits of visual storytelling

Visual storytelling can help brands differentiate and make a lasting impression. The benefits of visual storytelling are as follows:

Elements of visual storytelling

Visual storytelling becomes more effective when strategically planned by considering all the elements. The various aspects of a visual story are:

Visual storytelling types 

A visual story can get associated with a brand through various types of formats, such as:

How to use visual storytelling to connect with your audience

Visual storytelling becomes more effective when organisations use a process that helps them connect with the right audience and continually review and adapt. A strategic method of visual storytelling incorporates the following steps:

1. Know your audience and what they value

2. Define your brand message

3. Choose your visual format

4. Craft your visual story

5. Optimise your visual content

6. Engage with your audience

7. Measure and iterate your ideas

How can visual storytelling impact your content marketing strategy?

Visual storytelling can have a more enhanced impact as a part of your content marketing strategy. With proper planning and effective use of visual elements, the brand can create deeper engagement with your ideal audience. 

Belong Creative can assist you with making visual storytelling more effective and guide you on how to incorporate visual elements within your content strategy. Contact one of our expert visual storytellers today.

Frequently asked questions

What are some creative ways to tell a story?

Some different creative ways to tell a story are:

1. Use of animated videos

2. Photography

3. Illustrations

4. Animated GIFs

5. Infographics

How do brands tell visual stories?

Brands tell visual stories through the use of visual elements appropriately crafted to bring their personality to life. Often brands may leverage storytelling to establish heritage, authority, scale, sentiment, values or attitudes that marketers want the brand to be known and remembered for. Every brand is unique and so is its storytelling. 

Article by Simon Druery

Simon Druery is Director and Brand Strategist at Belong Creative. What gets him jumping out of bed each day is helping business owners and marketers craft brands that people want to belong to. When he’s not working you can find him travelling Australia in the family caravan and enjoying a tawny port by the fire.