How to unlock your brand’s visual identity, with Shutterstock Custom’s Grant Munro

By: Mark Jones

October 18, 2018

Categories:

#DMWF - Customer Experience - Digital Marketing - Featured -

Forget the products and services you’re offering for a minute; your brand’s visual presence is arguably the most powerful way to resonate with your audience.

But don’t think a visual identity is about colour palettes and kerning. In a crowded and noisy digital marketing landscape, brands have to consider frequency, volume and variety across an ever-growing range of customer touchpoints, often spanning multiple markets.

Grant Munro is the senior VP of Shutterstock Custom (#DMWF North America Platinum Sponsor), and an expert in changing the way brands – including AB InBev, L’Oréal, Nestlé, and McDonald’s – develop the way they present themselves visually to customers. He’ll be share this wisdom in New York next month. Ahead of his appearance, we caught up with Munro to talk about the concept of visual identity, its importance, and what brands need to consider in developing one.

First of all, let’s talk about the concept of brand identity, because all brands have got one haven’t they, regardless of whether it’s the right one?

Grant Munro: I agree that all brands have an identity, but I think it’s a question of whether they truly know what it is, and if they live it and embody it in their marketing. The concept of a brand identity is one that has been simplified a bit too much. If you ask a marketer what their brand identity is, they may say it’s their logo, colors, font, or other surface-level design elements. But the reality is a brand identity extends well beyond these elements and covers the emotive and hard to quantify aspects of a brand that businesses present to their audiences every day through every touchpoint.

So, your keynote next month is all about power of visual identity in particular. Why is this so important for brand perception in the eyes of today’s consumer?

GM: Visual identity is such a critical part of brand perception because it’s how marketers make that sensory connection between their product or services and the real-life scenarios, situations or environments they want audiences to associate themselves with. Visual identity is powerful when it feels personal to audiences and they can see themselves needing the brand, not necessarily the product or service.

Read the full interview with Grant on Marketing Tech News

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