From "brand visualization" to "visual branding"

With the rise of a new generation of consumers and the intensification of competition in the new consumer track, the stylized brand vision of simply pursuing good looks and pursuing design can no longer reflect the differentiated advantages of the brand, and consumers no longer feel it

Entering the commercial society, brands, especially consumer goods brands, are constantly evolving, and brand vision is also changing

Vision determines consumer perception

Vision determines whether the brand is "character" split or "character" excellent

Brand vision can not only look good, but ignore its essence - on behalf of the brand and consumers to communicate, express brand positioning, differentiation and communication logic

When it comes to brand vision and brand strategy core matching, we have to mention the example

The excellent visual expression of "Character" personality not only attracts the attention of consumers, but also accurately expresses brand differentiation and core communication logic, which requires a deep understanding of the brand and consumers and can be transformed into a form of visual expression that the audience likes

Unique refers to the unique visual presentation that is exclusive to the brand and is difficult to be copied

Unique visual expression is only the first step

Matching is in line with consumers' perception of categories, brands, products, and commensurate

Interactive visual design of brands can more easily and effectively convey brand propositions, interact with consumers, and resonate

"Effective" vision is the key to success

The "good-looking" vision is the same, and the "effective" visual is one of the thousands

"Effective" vision must be considered from the perspective of market competition, because effectiveness is the key

Doing artistic vision can be abstract, intentional, and blank, and can give the audience a beautiful enjoyment

It's an era of information explosion and consumer attention is highly fragmented

The new consumption track has passed the blind frenzy period, and the stage of relying on simple and rough marketing methods to harvest consumers is gone

(Hu Lei)

China Food News(2022/09/20/08)

(Editor-in-charge: Gao Na)