The Importance of Visual Storytelling in Regards to Branding

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March 18, 2018
2 min read
Article Contents

Figuring out what your brand is and what it represents can be tricky. Whether your company is big or small, great branding is one of the key components of a successful business. With this in mind, one of the most influential branding techniques used today is visual storytelling, and here is why.

What is Visual Storytelling?

Visual storytelling, as it sounds, is a way of using a series of images or scenes in order to show what your brand is, including your mission, as well as the product(s) or service(s) provided. For another definition:

"Visual Storytelling is a marketing strategy that leverages compelling narratives, placing your customer at the heart of the story, staged with an emotional visual media experience and effectively distributed across your buyer’s journey – in order to empower customers’ lives and drive business results.” -Shlomi Ron

While this explanation might seem a little more confusing, it really just explains the basics of advertising/marketing. Create a video showing what your company does and how it benefits the consumer, whether it be a tangible or intangible product attribute, as well as brand attributes.

Visual Storytelling Example  

REI is a great example of quality visual storytelling. Without using too pushy with brand placement, this video perfectly displays what the company does, their values, and how their products will benefit the consumer. By using videos of people hiking and using their equipment, consumers easily understand what the company does, and who their products are made for. The voice overlay, as well as the caption of the video explains the company's morals and values, making the customer develop brand trust and awareness. 

Why Should I Use Visual Storytelling For My Company?

Visuals are an essential learning aid. When you are trying to create brand awareness, you are trying to teach your customers who you are and who you serve, as well as what reason you have for serving them. Through creating a generally short video showing who you are and what you have to offer in a meaningful way (yes, it must be meaningful), you will catch the eyes of your consumers, who in return, will give you their business. In regards to being meaningful, a video, or any branding for that matter, must be meaningful to the consumer, or they will have no interest in your brand or your product/service. As shown in the example above, REI used visuals of people of all ages hiking and traveling, spotlighting their products in action. This is meaningful to the consumer, as the consumer can place themselves in that position with their equipment, making a bond and correlation between a benefit to them and the company, REI. 

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Written by Captivation

Founded in 2004, Captivation Agency is an award-winning creative storytelling collective located in Sarasota, Florida.

We work with brands, non-profits & agencies to elevate and deploy meaningful, engaging, client works in the form of video productions and pixel-perfect, user experience design.

We believe in hard work, exceptional customer service, and long-term relationships.

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I could not be happier with the whole process from start to finish. They were able to make a fairly complex project simple and organized. They were very timely with all communication and they made the editing process so streamlined, efficient and user-friendly, I enthusiastically would recommend Captivation Agency for any of your video needs.

Joseph Caulkins

Joseph Caulkins

Artistic Director, Key Chorale
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