While a creative brief may, in 500 words, provide a critical outline for the character and position of a brand, supplementing this statement with visuals creates a much deeper and comprehensive depiction. You may know it’s critical to identify your brand, for example an authenticity of spiritĀ or a soaring self-confidence and pride but what exactly does that look like? What are the attitudes, energies, characters, and textures that truly create a unique expression? The visual articulation of a positioning or strategy helps to drive marketplace differentiation. Further, a visual expression provides a template for the execution of brand strategy in advertising, print, packaging, merchandising, Web site, etc. The end result is a cohesive expression of a brand across multiple consumer touch points.
July 20th, 2006
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Interwoven Web |
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All communication uses language, but not all language uses words. It is estimated that 80% of human thought is non-verbal; people think conceptually, largely by way of image and metaphor. Vivid, emotive, and perceptual visual language is the lexicon of thought. To this end, visual language is the voice of branding. If you think about a brand’s visual language as a switch, once flipped it releases cumulative associations imprinted in consumer’s minds via advertising, packaging, experience with the product, etc. For example, Coca-Cola is much more than a refreshing, bubbly brown liquid. It is a contoured bottle, polar bears, a certain color red, Santa Claus, a graphic wave. These images trigger even deeper emotional connections with consumers: traditional Americana, connecting with family and friends, freedom. Visual language is a compelling and complex tool in the branding process. It is a critical bridge between functional product and deeper emotional relevance.
July 20th, 2006
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Interwoven Web |
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