Strong brands grows out of the intersection between story and design. The two reinforce each other. Combining the two effectively helps make your brand stand out. It’s not about speaking out the loudest. It’s about being authentic.
Without visual support, words alone cannot make a significant difference. Without a solid story to back up your visual identity, it will struggle to create value for your customers.
Visual identity communicate the emotion and purpose of your business.
In branding, you need to be aware of every detail in your profile, because they’re all part of “the story.” Let’s use our site as an example. From the second you landed here, you quickly got an impression. The colors, the fonts, the decor elements, the pictures and our use of language, they all instantly gave you an impression. The visual identity create the basis for your stories.
To achieve this fundation, it is important to keep a “tone of voice” in all the various elements. They must be heading in the same direction. If not, you lose your clarity and in worst case your credibility. The audience get confused, they may not recognize who you are. And if they don’t know who you are, they won’t listen.
If people don’t know who you are, they won’t listen.
Your design has to make a visual impact. Consider Apple – the logo is so memorable they only include the logo symbol, not their name, on their products. How is this actually possible?
Let’s look at it from another point of view: what is a visual identity without the story behind it? Think of the Apple-logo. What are your immediate thoughts? Everything that comes to mind has little to do with the actual logo. Because this is a brand buildt on stories.
Stories that makes people identify
A strong brand isn’t built overnight. It will be built on the foundation of values, a strong vision and mission, then fully realized through how you look and act as a company over time.
Speaking of Apple, why did their campagne back in the 80’s “Think different” make such an impact? Apple didn’t mentioned their products once. Istead they focused on our heroes: ” The people who are crazy enough to think they can change the world are the ones who do.”
By this Apple indirectly tells the story about their own values and what they stand for. And many of us would like to consider our selves as humans thinking outside the box, changing things. When owning a product with the visual identity of Apple, we tell our own story – “I belong in the creative group of Apple-people.” Because we don´t buy a product. We buy the stories and the values attached to it.
Strong brands grows out of the intersection between story and design.