Establishing a Unique Brand Visual Identity

-  What does brand visual identity mean today

-  Importance of unique & consistent visual identity

-  Observations from benchmarking

-  Framework of establishing visual identity

-  4 stages of brand identity building

-  Resources available to you

What we’ll cover

What’s brand visual identity?

“Open happiness”

•  Refreshing •  Sharing •  Young •  Social •  Available

Logo & packaging

Signage & fleet

Social content

What makes it challenging today

Fragmentation of touch points

What makes it challenging today

Content volume & variety X X

Countries

Cities

Campaigns

Super Bowl

New Year

…

What makes it challenging today

Production at scale & inline with strategy

Brand guideline

Visual content

Brand owner

AOR

3rd party production house

In-house production

Why it’s important to have brand visual identity

1

2

3

Differentiation Every brand has an unique story to set them apart from competition

Recall & Connection Consistent & unique visual content will resonate with your target consumer overtime, leading to better recall and deeper connection

Consistency Marketers & agencies from different level and across markets deliver content with consistent look & feel across all digital platforms

Not an easy task despite marketers’ best effort

Hard to keep

consistency over time across all

channels

Hard to

differentiate from other 2 billion photos shared daily

@fijiwater

@smartwater

@dasaniwater

Water brands

@fijiwater @smartwater @dasaniwater

@cheerios

@chexcereal

@kelloggus

Cereal brands

@kelloggus @chexcereal @cheerios

How to establish unique & consistent visual identity

Strategic Brief Campaign Brief

Production Brief •  Business objectives •  Brand statement

•  Target insights •  Visual guideline

•  Campaign objectives •  Creative concepts

•  Campaign attributes •  Scenarios for shooting •  Product in image

•  People in image •  Environment specs •  Technical specs •  Logistic details •  Things to avoid

Brand essence

How we help brands build visual identity

Brand Strategy Content Creation

Brief DEPLOYMENT CURATION

Iterative learning

Creative Concept

Capture brand essence

Platform strategy

Differentiation

Vis

ua

l Ca

libra

tio

n

Be

st P

ract

ice

s

Be

nch

ma

rkin

g

Brand essence

Visualize your brand essence from start to finish

Brand essence

Target insights

Brand visual guideline

Visual guideline

Visual guideline

Visual guideline

Brand essence

•  Inclusivity •  Smooth •  Sophisticated •  Trusted

Target insights

•  21-35 •  Male & female •  Love vodka

on a night out

Creative concept Moodboard

•  Ultimate house party

•  Everyone is invited

Target insights

•  21-35 •  Independent

female •  Enjoy socializing

with friends

Creative concept Moodboard

•  So easy to mix a drink and have a great time

Case example

Ge

ne

ral

gu

ide

line

Stages of brand identity building

Native to platform

Relevant to your audience

Differentiated from competition

Aligned brand visual identity across channels

Each platform has unique DNA

Personal connection

Visual inspiration

Real time conversation

Ephemeral & fun

Discover & save ideas

@nike 36.7m followers

910k likes

@starbucks 7.8m followers

285k likes 25k likes

@oreo 1.4m followers

Stage 1: Native to platform

LL. Bean 5.1M followers

Nordstorm 4.3M followers

Kraft Recipes 309k followers

Stage 1: Native to platform

Taco Bell Clinique Coca Cola

Stage 1: Native to platform

Stage 2: Relevant to your audience

Target insights

-  Middle class in 30s

-  Men & women

-  Value simplicity, like natural

color and prefer timeless style

@gap  

Stage 2: Relevant to your audience

Stage 3: Differentiated from competition

Artistic & unique style Generic & repetitive product shots

@hillsbroscoffee @starbucks

Stage 4: Aligned visual identity across channels

Stage 4: Aligned visual identity across channels

Stage 4: Aligned visual identity across channels

Stage 4: Aligned visual identity across channels

Website

Smarter and faster way to get started

Brand / agencies

Brand Strategy Content Creation Campaign Concept

Brand essence

Resources available to you Resources available to you

Instagram Best Practices Content Strategy Social Media Updates

www.flashstock.com or questions@flashstock.com

Thank you!