Think Visual



We live in a highly visual world. Technology sees to that and its impact on every aspect of our lives continues to rapidly expand – not least of all in the marketplace. Have you examined lately how your business speaks to its customers?

Let’s look at two ways.

1. How your business interacts with your customers through various transactions

When you look at all the ways your customers seek information from you, are you presenting this information in the most user-friendly way possible? That is, are you telling when you should be showing? Do a quick audit of your website. Identify any areas of ‘instructional’ text that could be supplemented or reworked using visuals, graphics or even video to communicate a message or even a step-by-step process.

Continually examine the content you present. Does a paragraph of text, an infographic, or an image with a caption get a message across more clearly?

2. How you present your business to your customers in order to establish a connection and build a relationship

The imagery that represents your business forms an important part of your branding strategy.

Too many businesses pay lip service to the importance of imagery to tell their story with distinction. Commissioning photography is the ideal way to ensure originality and a visual cohesiveness tied to your business’ brand. If commissioning a photographer falls outside of your budget, there’s no shortage of great images available to purchase online. When using this approach, the biggest mistake a lot of businesses make is not properly curating the images so that they convey your business’ brand. Nothing dilutes the visual cohesion of brand quicker than inconsistency.

When choosing images consider the following:

Do the images represent the traits of your business as expounded in Vision, Mission and Values?

Are the images consistent with ‘look and feel’?

Are the images authentic? Nothing kills the moment like an obviously ‘staged’ image.

Are the images engaging? For a message to travel effectively in the digital world, it needs to be less commercial, more entertaining and useful so that it predisposes the potential customer to you and also leads to people wanting to pass on your information and messages.

Finally, remember that substance and style should be joined at the hip.

If you use an image that is supposed to represent your brand or business, it’s vital that you deliver on the promise that the image is communicating.



by Frank Marrazza
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