The Importance of Visual Branding and Its Problems

Visual marketing has been commited by commercial companies. But we’re discussing some of it now. We don’t forget to notice that the main function of branding is—no surprise—to introduce a product or a service, and maintaining relationship between clients and colleagues. Nowadays, people consume social media more than TV and magazines. Related to visual marketing, I wanna ask you a question: why visual?

Visuals are easier to get into someone’s mind, but it doesn’t mean that texts are useless. Both of them can convey messages together.

Someone will get motivated with charming appearance of a product display.

Marketing and sales department looks the same but they’re different. As mentioned before, marketing personnels introduce a product or service and maintaining relationship between clients and colleagues, while salespersons sell, distribute and attempt to increase sales.

Marketing plus sales means success.

Let’s take a look to the images below, how marketing and sales departement treat images differently :

As you would see above, marketing promotion introduces the product’s brand and its use of natural ingredients, while sales promotion advertises 20% discount for all products. But how if both are combined?

We see “We use the natural ingredients” and “Get 20% off!” gets joined without contradicting each other.

In this era, social media are used from the home industries to multinational giants to introduce whatever they offer to the public, because it cost less cost and task force, and most importantly the market target there are vast and diverse. You only have to employ some people to handle your (or your company) social media, create visual materials, then spread it to the entire world, or your intended market target, in an instant. But, marketing by printed media makes the public reach our marketing tools physically.

But, creating visual contents that would hit the market well needs people with these roles :

• Marketer, to analyze market, but yet to touch visual aspect of visual marketing.
• Art director, a person who translates the result of market analysis to a design concept that fits it.
• Designer, Executor of art director’s ideas : to make visual promotion materials according to market analysis translated by the art director.

It needs a good combination of those three to make a good visual, and budgets for them. In many times, we found a designer who’s able to make good design or pictures, but don’t have a skill needed for the right market. It’s financially improvident because of unique characteristics of certain markets.

And before we close this short writings, we offer some not-so-fun facts we found about visual marketing:

1. The social media movers found were unaware of their part, or having less knowledge about marketing, especially digital marketing. They can only ‘play’ social media so the market target remain untouched.
2. The face of company or its marketing tools is no suitable for the intended market target. Thing like this could bring down the company’s reputation.
3. Social media movers only upload and download marketing materials, without extensive detail about the market.
4. The market keeps moving, and such movements are unpredictable. This requires deeper analysis and right response to that market.
5. In-house designer and marketing often ‘confined’ by their work environment so their knowledge about the market is limited in data gathering, analyzing, and responding to it.

The ideal of visual marketing and branding is to build image of a company and its product(s). Would you want to have mediocre image for your company? or an ever-increasing reputation?

The most important thing is that the image fits your products or services.

Just some info:

Why we take social media marketing? First, the ability to read and analyze market, then executing visual branding that fits it. Second, social media networks ideally be ‘played’ everyday to touch the market. And the last and the most, every market target is unique and ever-changing, so we need to always observe it. What’s so disappointing is some people buys follower, thus giving a false sense of influence. That’s why the followers you have don’t matter. What matters is the people’s attention in social networks.

And other than that, the cost we offer equals of one or two workers. We’ll play our social media, and build a class that matches your market target(s), and also we offer to make work calendar for seasonal greetings in a year.