What is not Visual Brand
A logo is not a visual brand positioning. Almost every brand has a logo, but fewer than one out of a hundred brands have a visual brand Positioning. A logo communicates nothing except the name of the brand.
A visual brand positioning, on the other hand, communicates the essence of the brand.
1. Finding an open space
Look for an open space in the consumer’s mind, that is yet to be filled by competitors.Eg: When every Soap in the market focused on beauty, the skin protection aspect was not filled by any brand. Lifebuoy positioned itself as the soap for Germ protection, Boom! Lifebuoy is now the largest selling bar soap in India
2. Building the preference story
Give your customer a strong reason to choose you over others, a reason that they can’t refuse to.
3. Building the Visual Brand
Words alone is not enough, a human brain can process visuals 60,000 times faster than text. Convert your preference story into meaningful visuals that people start loving from Day One.
4. Communicating your Visual Brand
Every aspect of communications like brochures, websites, package and advertising/marketing campaigns should reflect your preference story.