Visual strategy, where content connects.
What is a visual strategy? Simply put, a visual strategy is a carefully defined and skilfully applied execution of a key visual communication plan used to solve communication challenges. In order to produce result driven content that converts and builds community, it is important to understand that a key element in obtaining this is through engagement. If we can engage our audience and in turn drive action, we have already achieved 70% of our goal with content creation.
"I have brand guidelines already, why do I need a visual strategy?”
Your brand guidelines will outline a set of conventions and protocols for how your brand will be conveyed to the world. Whereas an effective visual strategy sets out to plan how all marketing and internal collateral will embody your brand, convey your message and story as well as effectively connect and engage your audience.
Here at Old Soul Films, we look at a visual strategy as an “in-depth diagnosis”. It is essentially about diving deep into a brand’s goals, messaging, proven successes and current challenges, in order to understand what would be the most effective strategy to implement. This aids in counter acting the challenges and jumpstarting any areas that may have run dry. Here is where the visual aspect comes into play. Once we have the foundation, we further refine this discovery process into which effective visual implementation will reap results. This may include, audience optimisation, various business pipelines and process breakdowns, content formats, current trends, videography and photography visual styles as well as the tone of voice of the content.
In developing an effective visual strategy, your business already has the upper hand. By going through this process, you will better understand your brand and audience as well as define future content plans and roll out. It's about creating a cohesive content creation process and monitoring conversation around it to influence the creation of new content.
Remember, time and time again, don’t create content for the sake of creating content. Create content with purpose, create content that converts.