Discussion on Brand Key Visual Design (2023 Edition)

You may know a little about brand key vision, but not in depth. This article will introduce to you what brand key vision is, what its uses are, etc.

The brand key visual is the simplest expression of the brand strategy and the most direct impression given to consumers. The brand key visual is often seen. Now we will systematically disassemble it from the logic of the brand strategy to get closer to its essence.

1. What is the brand key visual?

The brand's main vision can be divided into three keywords: vision refers to the picture and text, main is to play a leading role, and brand is to convey the brand's value proposition.

From a practical perspective, we define it as: visual materials that convey brand value propositions through text and images as standard brand communication materials.

2. What is the use of brand key visual

1. Brand value proposition communication

The brand key visual condenses the brand value proposition into one frame of vision, communicating with consumers with the shortest and most powerful words and the most powerful images.

2. Brand tone output

Because the brand key visual itself has the characteristics of high information density and multiple touches , it is also the core material for consolidating the brand tone. The brand key visual is the core bridge for consumers to perceive the brand tone.

3. Brand equity building

A good brand key visual can improve the efficiency of being remembered under the premise of the same media reach and frequency, which is the logic of brand awareness . Secondly, on the basis of conveying value propositions and brand tonality, consumers form a specific impression of it, which is the logic of brand association .

4. Brand Management Standards

The brand and the main theme of the brand's main visual both represent constraints, and provide an extension standard for text/image/tone. Other communication materials are disseminated based on this standard to achieve the effect of brand management.

3. Elements and examples of brand key visuals

The core of the brand's main visual is to prove to consumers the rationality of purchasing our products, so there are four arguments, namely, thesis, evidence, statement, and tone (they can also be deleted according to the specific situation, here is a relatively complete logic).

1. Thesis

An argument is the viewpoint for discussion. In order to convince consumers to buy, what is your viewpoint ? This viewpoint is your communication language and is the brand slogan/brand positioning.

2. Argument

In order to make your argument tenable, what is your basis? This is the logic we often call RTB (Reason To Believe).

3. Discussion

The statement can be understood as a letter of trust (endorsement) that supports the argument. There is a certain difference between the statement and the argument. The argument is to explain the facts through rationality, while the statement is to verify through the level of celebrities, institutions, and people who endorse it. It is a logic that enhances confidence.

For example, celebrity endorsements, endorsements from professional organizations, and the trust of the crowd for being a hot seller.

4. Tone

Tone is the tone of discussion and a form of expression.

Such as typesetting, color, font, etc. These forms directly affect consumers' impression perception.

Example: Feihe

Argument: Brand slogan: Smart babies drink Feihe; Brand positioning: Specializing in brain nutrition.

Argument: Contains 15 major active nutrients including phospholipids; golden ratio of DHA:ARA 1:1.7.

Argument:

Celebrity endorsement, Wu Jing as brand ambassador; best-selling certificate of trust, Feihe milk powder, leading in global sales; star product: Xingfeifan Zhuorui.

Argument:

The classic yellow background gives people a feeling of hope, vitality and happiness. The blue words give people a sense of wisdom, and reflect affinity in shooting and communication.

Example: Deli

Argument: Brand slogan: Innovation for a better future makes work and study more effective.

Argument: /

Argument:

Celebrity endorsement, Hu Ge is the global brand spokesperson for Deli; celebrity products: printers, as well as notebooks and pens currently used by celebrities.

Argument:

The light grey background and simple layout, with the star using a notebook and pen, give the image an overall high-end, design-oriented and professional feel.

IV. Conclusion

The brand key visual is applicable to the entire life cycle of the enterprise. Whether it is 0-1, 1-10, or even 10-100, the brand key visual is the core material of brand communication. In the process of thinking, it is necessary to constantly simplify the information to determine the most critical core elements.

Author: Zang Feng

WeChat public account: Strategy person Zangfeng (ID: clrcf2020)