Visual Storytelling Marketing in 5 Steps

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1. Define visual language
The basis for visual storytelling: a marketing plan or brand manual. This contains all the parameters of the corporate identity that are also important for marketing: branding, target groups, marketing goals, etc. This also includes visual elements such as:

logo
Corporate Colors (company colors and how they are used in which channels)
font
Ideally, the desired visual language is already derived from these basic elements. If not, it's peru phone number data never too late to develop your own visual language! A defined visual language has many advantages – among them:

it increases recognition value
attracts the right target group
It simplifies the entire visual storytelling process
Example of Visual Storytelling : Colors

What are IKEA's corporate colors? You probably don't have to think about this question for long. IKEA emphasizes its positioning as a Swedish furniture retailer in all its communications—the colors blue and yellow are no coincidence.

Example of visual storytelling : imagery

The Dove brand is dominated by light colors: The packaging is predominantly white, and the images are mostly shot against simple, light backgrounds in light-filled rooms. The models wear white underwear or predominantly light-colored clothing. With this visual language, the brand conveys clarity, simplicity, and lightness.

2. Find and develop stories
A creative process creates stories that are new and appeal to the target audience. Particularly important:

People)
Setting and perspective(s)
action, plot
See also the “Checklist for good visual storytelling” above.

3. Create or select images
The images should convey the story in a clear and understandable way and fit the visual language. Many companies resort to stock photos for this purpose. However, in doing so, they miss an opportunity to position themselves clearly and uniquely. Therefore, your own photos and videos are generally better. If a company hires a professional photographer, a good briefing is essential to ensure the right photos or videos are created.

When selecting suitable images, it's important to remember that composition enhances the effect. This applies, for example, to:

Format (landscape, portrait, or square? If you want to publish your story on social media, please refer to the corresponding Instagram Post Format and TikTok Format )
Cut (golden ratio, rule of thirds, etc.)
focus
props
Vicinity
Positioning of the main character
Perspective (not just photographing from the front; also taking a new, surprising perspective on the content)
4. Distribute images across channels
The content manager or visual storyteller plays out the content according to the previously defined content plan.

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5. Check and adjust if necessary
As with every part of the online marketing strategy , it is important to review the impact and goals of visual storytelling and to adapt them if necessary.