What makes for a good visual brand story? Well, it’s a kind of magic… (not singing).

Yes, to a large extent it is, but we also know that great visual stories have certain characteristics that not-so-successful ones don’t. It all starts with a genuine brand tale expressed through impressive visuals and garnished with enjoyable, useful and entertaining content.

And as we are in the business of fighting mediocre publicity, we’d like to share with you our findings about what works and what does not in visual storytelling… Ta-da!

Authenticity, authenticity, authenticity

We’ve all heard it many times – a brand story’s heart is its authentic voice and feel. People can identify with it, have fun or get emotional about it. But most of all – they can trust that it’s real and that it speaks truthfully to them.

This principle extends to visual stories automatically. When crafting your tale with pictures and videos, they should be a natural continuation of your brand’s essence. Of course, this includes the regular requirement for brand consistency, but it means something more.

You need to make or select visuals with great care and consideration of your brand’s voice. Inconsistent, disconnected or simply boring visuals or storyline are not only inefficient – they speak bad about your brand.

But the story of Heinz certainly carry that important authentic feel throughout the decades.

The human factor

When you create a story, you do it for people. So a good tip here is to make your story, and thus your brand, human – from the people and for them. What does this mean, though?

First of all, that it’s useful to be useful. Whether it’s adequate information or timely action, people appreciate when they get support. This adds real value for consumers. It also means you live up to the standard of putting people and not your brand in the center of your marketing efforts.

Considering the human factor also means that you create a visual brand story that is personal and even intimate, with a big heart that resonates with people. Your focus is not on what makes people fearful or lacking something. Instead, you aim to make them feel good – both about themselves and about your brand’s story.

Dove knows how to warm women’s hearts.

Add fun and curious twists

This builds on the previous point about focusing on people. And here we don’t mean moustache twists, but rather unexpected story developments. The curiosity and enjoyment factors certainly should be on your mind when creating your visual brand story.

Naturally, a good story, and a good visual story too, has a meaningful plot that follows a sound internal logic. It has its own path that does not forget to leave the viewer a bit in the dark – only so much as to spark curiosity and to engage.

Entangling humor in your visual stories is also a big win. We all know that even a strong story told in a dry manner can just sink down the drain. But what really makes visual stories shareable and likeable – in social media and outside – is their skillful employment of story suspense and some good jokes. And hooray for visual puns!

And here is for visual fun with Old Spice…

Powerful visuals – and don’t miss out video

Finally, a visual story is… all about the visuals. We don’t need to rant about the power of visual here, as it is self-explanatory.

But there is something you should not miss when crafting your visual brand story, and it’s video. Short moving picture blurbs can give so much dynamic and fun to your story, so video certainly should be on your mind.

Remember Schweppes’ Short Film Festival?

The Moustache Man is here to help

And of course, if you need help in crafting your visual brand story, Edgar is here. the storytelling moustache party!