Creative storytelling - the importance of your visual brand

It’s time to talk about your visual brand.

Yep, you know - the colours, fonts and icons that all go into making your brand, well… your brand. It’s easy to think of these elements as merely accessories, but here’s the thing - your visual brand is the cornerstone of all the stories you tell. And if you want those stories to be actually engaging, genuinely memorable and truly impactful (and who doesn’t?) you need to start with a strong visual foundation.

People remember pictures, not words

The most effective stories are visual ones, with people retaining around 95% of messages they see compared to just 10% they read. But if you haven’t got your visual brand sorted (with an ownable identity and clear guidelines), how can you know what visuals to use in your storytelling? 

Make ‘em feel something 

Us humanfolk are visual creatures. A large chunk of our brain is dedicated to processing visual information, and we’re hardwired to respond to visual cues. Colours, shapes and imagery can evoke emotions in people faster than words ever could, which means your visual brand isn’t just about looking good - just like with stories, it’s about making your audience feel something.

Build trust first, tell stories later

Consistent visual branding builds trust with your audience, making sure they know what to expect from you and creating a sense of reliability. And for people to be open to hearing (and crucially connecting with) your story, they first need to trust you. 

Think of some of the most iconic brands of all time. Whatever your opinion on giants like Apple and Coca-Cola, one thing they nail is how they use their visual branding as a foundation for storytelling. Whether it’s Apple with its sleek, minimalist aesthetic or Coca-Cola’s iconic red and white, these brands epitomise visual consistency. The instant recognition they’ve earned through their visual brand means their storytelling is even more effective because, when it’s time for them to tell a story, people already trust them. 

Beating the brain rot 

Thanks to our collective brain rot from TikTok et al, people have less attention than ever before. That’s why your visual brand is so important. A strong brand allows you to catch your audience’s attention quickly before segueing into your storytelling, using your visuals to convey your message before a single word is even said.

Walking the walk 

Remember your visual brand is so much more than just knocking out graphics in your chosen colour palette, it’s about creating a cohesive narrative that runs across every single one of your touchpoints and campaigns. So start by sense-checking your current visuals against your existing brand narrative, making sure they don’t just complement, but actually enhance, each other. 

Reverse engineer your storytelling by thinking about the emotions you want to invoke in your audience first. Then create mood boards that reflect them. The themes, colours and symbols coming up in your mood boards should become the bedrock of your visual branding, helping to both make your brand recognisable and reinforce the stories you’re telling. 

So, yep it’s official - your visual brand is more than just a pretty face, it’s the centre of your storytelling (and we all know how important that is, right?!). Laying a strong visual foundation sets you up to tell engaging stories that truly connect with people. And that’s exactly what you need to do to amplify your impact and create meaningful change. 

In need of a creative leg up? We’ve got you. We’re the B-corp certified brand and digital agency dedicated to creating and reshaping brands for good. Just get in touch to chat about your visual brand and how we can support you to realise your ambitions through engaging storytelling.