Visual Brand Experiences: Blowing the Lid off the Silo of Traditional Visual Content
Here's what you need to know to separate yourself as the creative superhero from the rest of the brand marketers.
As consumers of content, your audience is flooded with messages, and the flashlight of their attention gets pulled in many different directions. Without a spotlight that shines on an impactful story throughout many different moments, the singular exposure begins to fade out.
With a Visual Brand Experience, you make an impression in 7 seconds or less that moves your buyer to take inspired action, understand, appreciate- and LOVE!- your brand right from the start.
What would be possible if we ask:
What do we want our customers to FEEL after engaging with the visuals?
What do we want them to THINK or CURIOUSLY EXPLORE?
What do we want them to KNOW?
And most importantly to any brand, what do we want them to DO?
Spending time in the KNOW and DO has been the bread-and-butter of traditional marketing.
Visual Brand Experiences tap into the thoughts and feelings of a viewer, setting the stage for an impact that lasts long after your message is received.
If you're looking to blow the lid off the silo of traditional visual content, you're looking for a Visual Brand Experience.
Break it down for me: What IS a Visual Brand Experience?
A Visual Brand Experience is cohesive, consistent storytelling through photography, videography, and video post-production that keeps the spotlight on your brand; it captures your buyer's attention and elicits a robust emotional response - over and over again.
It's engaging. Powerful. Inspiring. Captivating.
A Visual Brand Experience is essentially THE way to take your visual content - and your brand - from black and white to VIVID TECHNICOLOR.
Each visual element is designed with an intentional storytelling arc and top-notch creative services that transport your audience into the moment through:
Authenticity
Emotion
Compelling content
Creative storytelling
The foundation is set through impactful still imagery and moving footage, and culminates with video post-production; the piece of the puzzle that is so often overlooked. As it relates specifically to telling a story in the context of a live event, for example, many experiential marketers fall back on highlighting the activities of the experience as the main focus for their visuals. Rather than recap the event, there is an opportunity for brands to amplify the marketing message that led to the creation of the experiential activation in the first place.
Video post-production is where the impact of your marketing message can be mined, honed, explored, and exquisitely curated.
When someone experiences your brand fully and completely, immersed in a storytelling experience based on feeling, thinking, and knowing; they connect in a way they haven’t before.
In a Visual Brand Experience, video post-production delivers through:
Compelling storyline
Dynamic graphics
Captivating text
Fluid transitions
Synergetic music
Creative editing
You not only create that lingering impact by maintaining control of the narrative from start to finish…You not only forge those deeper professional relationships as a result…But you solidify the most important piece of all: you inspire them to FEEL and take ACTION.
Wow, definite benefits for the brand. What’s in it for the consumers? Why do people need a Visual Brand Experience?
Experiencing a moment isn't just some marketing jargon. It's what we do as people, day in and day out. We live through experiences.
We interpret the world through our senses. Think for a moment about the last time you enjoyed a giant, delicious slice of cake. (Funfetti with cream cheese frosting and crunchy rainbow sprinkles.)
You take a bite, and all you taste is a mouthful of frosting. No sprinkles. No cake.
Visual content is like frosting without the rest of the cake. It offers a glance, a snippet…It might create a fleeting experience - a quick, gut reaction to trigger an emotion and even a physical reaction. Layer in the attributes of a Visual Brand Experience, and the flavor takes on a whole new meaning.
Traditional visual content allows you to capture the moment, but it's often left to the customer or viewer to do something with that information…For them to connect the dots and fill in the story based on their own unique lens of circumstances. In a Visual Brand Experience, we amplify the magic of visuals to the next level. With stunning, impactful photography, videography, and video post-production working in unison, we hold the pen to write the entire story rather than handing it off just as we’re getting to the good part. We let them eat cake.
Elevating a Visual Brand Experience
It takes an expert hand (who are we kidding? It takes a few of them!) to strategically guide the entire Visual Brand Experience and align that experience with the story you want to tell.
Step 1: Strategizing
We know the point of what we're creating before we begin. We ask: What are the colors, sounds, camera angles, words, and voiceovers that will help us best tell this story? Getting ultra-clear on our strategy fuels intention, which leads to a better, more impactful product.
Step 2: Measuring Success
Wait, doesn't this belong in Step 5? Nope! Defining how we measure success before the cameras roll enables us to work from clarity, not hunches. Defined goals and objectives are essential.
Step 3: Creating the Story Arc
Breaking down the story's arc creates space for more innovation and creativity.
Step 4: Leveling Up
We source the right people to level up our creative superpowers, so you don't have to. Forget sending the product to your team for feedback during video post-production; we cover you in-house. It’s definitely our superpower.
Step 5: Adapting the Story
One-and-done doesn't cut it in contemporary media. It's best to leverage multiple mediums to tell a story and reach people across different platforms. Creative video post-production can also allow you to tell your story from different perspectives. It's more than copy-paste: Creating consistent messaging that builds user confidence in your brand is the ultimate storytelling tool.
A Final Word
What would be possible if a viewer could experience your brand on a deeper, more consistent, and more emotional level?
The answer: everything is possible.
When a viewer has multiple touch-points with a brand, each experience works in tandem with the others to create a cohesive, reliable story that makes a more significant impact.
That's the beauty and the elegance of a Visual Brand Experience: it lasts forever.
A Visual Brand Experience isn't a fancy term for lackluster visual content like you already know it.
A Visual Brand Experience is:
Ultra-compelling visuals that capture attention and elicit emotion
An impression that lasts forever
A tool for inspiring future innovation and creativity
It's storytelling that transports us, over and over again, into the real-time experience of the brand story you're bringing to life.
To learn how a Visual Brand Experience can elevate your visual content from good to INCREDIBLE, reach out to schedule a Discovery Call with our team.
